Customer Relationship Management : Making Hard Decisions with Soft Numbers

Appropriate as a stand-alone text for single-semester courses in Customer Relationship Measurement, Service Marketing, Customer Service or Consumer Affairs.

This book documents and demonstrates cost-effective techniques that the authors themselves have used to assist company managers in accomplishing strategic customer relationships management. It provides future or practicing non-technical corporate managers with the tools to better retain customers by backing their “hard decisions” with the “soft numbers” used to measure customer relationships.