Customer Relationship Management: The Bottom Line to Optimizing Your ROI

For undergraduate/graduate-level courses in Quantitative Measurement and Consumer Behavior. Cutting-edge in perspective, this text presents innovative proven methods for determining whether a Customer Relationship Management (CRM) strategy for changing the way a company provides service (by adding new technology, processes, and procedures) will realize the return on the investment projected. Throughout, students see through measurable data-containing examples how CRM theory is applied with great success by various real-life companies. They learn 1) the scientific reasons why people resist change, 2) a process to deal with it (Successful People Process SSP(t)) and a process to measure the results in an on-going manner, and 3) how to tie those measure results to the bottom-line (SP3M(t)).