Simon Knox Bücher

The book introduces a strategic framework for effective Customer Relationship Management, centered on Professor Payne's five key processes. It outlines a systematic approach to managing CRM initiatives, ensuring they achieve maximum impact and efficiency. By focusing on these processes, readers can implement successful CRM policies that enhance customer interactions and drive business success.

Where brands have traditionally been associated with individual product lines, the authors assert that the concept of the brand needs to both reflect and be carried by the whole organization. Today, customer value is created in a context of long term partnerships formed to achieve customized solutions, process reengineering, risk sharing, and supply chain optimization.