Customer Relationship Management (CRM)
May 1, 2024
Updated May 9, 2025
23 minute read
Customer Relationship Management (CRM) is a comprehensive approach that businesses use to manage and analyze customer interactions and data throughout the customer lifecycle. The primary goal of CRM is to improve customer service relationships, assist in customer retention, and drive sales growth. In essence, CRM systems and strategies help organizations build and maintain strong, lasting relationships with their customers. This can involve everything from tracking communication history and purchase patterns to anticipating future needs and personalizing interactions.
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Reading list
We've selected 25 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Customer Relationship Management (CRM).
Provides a comprehensive and balanced review of CRM, covering its concepts, benefits, implementation, and the technologies involved. It takes a managerial perspective and is widely used as a textbook in universities. It is suitable for both students and industry professionals seeking a foundational understanding of CRM. The latest editions incorporate recent changes in CRM practice and emerging trends like big data, AI, and chatbots.
Provides an extensive treatment of the strategic and tactical aspects of CRM, emphasizing the understanding of economic customer value. It is suitable for advanced students and executives seeking a detailed insight into the field.
Emphasizes the importance of creating effortless customer experiences. It provides a framework for identifying and reducing customer effort, leading to increased satisfaction and loyalty.
Presents a strategic framework for managing customer relationships, emphasizing keeping the customer at the center of business strategy. It covers practical implementation models and includes insights from experts in the field. It's a valuable resource for understanding the strategic importance of CRM.
This research-oriented book provides advanced insights into CRM. It analyzes the latest trends and challenges in customer engagement, loyalty, and profitability.
This handbook offers a comprehensive treatise on achieving excellence in customer management through CRM. It focuses on strategy development, value creation, and multi-channel integration processes. It's considered a strong resource for understanding the strategic and tactical aspects of CRM.
Balances the behavioral and database aspects of CRM, providing a comprehensive introduction to its role in marketing strategy. It is geared towards upper-level students and includes updates on recent research, social media, big data, and mobile technology in CRM.
Focuses on the successful implementation and use of CRM systems. It delves into customer insight through consumer behavior analysis and the CRM buying process. It's particularly useful for understanding the practical challenges and strategies for effective CRM adoption.
Written by an author with extensive experience in CRM implementation, this book offers actionable techniques and practical case studies for understanding and implementing CRM. It provides proven strategies for modern CRM and is valuable for practitioners looking to update their skills.
Focuses on CRM in the digital era, covering strategies and emerging trends for building customer relationships in a digital environment. It is relevant for understanding how CRM is evolving with digital technologies.
This handbook provides a comprehensive view of CRM, combining technical aspects with business fundamentals. It emphasizes the importance of making client relationships a priority and explains complex CRM terms in a simple manner. It serves as a valuable guide for business owners and managers.
Is geared towards readers who want to understand the technical aspects of data mining within CRM, particularly for customer segmentation. It covers data mining concepts and methodologies from basic to in-depth levels, providing use cases for different industries. It's a good resource for those interested in the analytical side of CRM.
This comprehensive handbook covers all aspects of CRM, from planning and implementation to measurement and evaluation. It provides practical tools and resources for businesses of all sizes.
Discusses digital CRM strategies for winning over digitally savvy customers. It covers the newest thinking, strategies, developments, and technologies in digital CRM, offering actionable insights for marketing, sales, and service in the digital age.
Explores the dynamics of building trust with clients, a crucial element in long-term customer relationships. It provides insights into becoming a trusted advisor, which aligns strongly with the goals of strategic CRM.
Provides a uniquely global perspective on CRM, covering concepts, processes, and strategies across different cultures and countries. It emphasizes the need for cross-cultural skills in CRM and includes international case studies. It's valuable for understanding CRM in a globalized business environment.
Explores the broader scope of CRM beyond just an operational tool, highlighting its role in communicating with target audiences and understanding their needs. It discusses the shift of CRM tools towards being customer-centric platforms. It's a classic in the field, providing essential strategies for customer relationships.
Addresses CRM from a marketing perspective. It explores the role of CRM in developing customer relationships, increasing brand loyalty, and generating revenue.
This guide focuses on using social CRM strategies for small businesses to build customer loyalty and expand their customer base. It discusses analyzing consumer behavior and choosing and implementing CRM systems. It's a practical resource for small business owners and managers.
Introduces customer experience management (CEM) as an approach to connecting with customers at every touchpoint. While not exclusively about CRM software, it provides a valuable framework for understanding the customer's journey and the importance of positive interactions, which is foundational to successful CRM.
Focuses on building successful client relationships specifically within professional services. It provides a practical guide to the client relationship journey, from acquisition to retention and loyalty. It's useful for understanding CRM principles in a service-oriented context.
Considered a classic in building relationships, this book offers fundamental principles of human interaction that are highly relevant to the 'Relationship' aspect of CRM. While not a CRM textbook, its timeless advice on communication and interpersonal skills is invaluable for anyone in customer-facing roles and complements the technical aspects of CRM.
Offers a comprehensive overview of CRM concepts and practices. It covers the evolution of CRM, customer segmentation, relationship management strategies, and emerging trends.
Provides a detailed analysis of the dynamics of customer value in CRM. It explores the concepts of customer lifetime value, customer equity, and the impact of customer loyalty.
For more information about how these books relate to this course, visit:
OpenCourser.com/topic/4sywpm/customer
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