Customer Relationship Management

Takes you through the origins and development of CRM and why it has become so important to businesses today. It includes practical steps for implementing CRM and discusses some key issues and challenges surrounding the discipline. There are also some useful diagnostic tools for assessing the current effectiveness of your organisation at capturing information about its customer.

Cram, T. & Wanendeya, N. (2001) Customer Relationship Management, Ashridge Learning Resource Centre Learning Guides, July