Description

Customer Relationship Management (CRM) is no longer just a database or a set of marketing tools, it is a strategic capability that shapes every interaction across the customer lifecycle. This pocket guide offers a clear, practical introduction to modern CRM, blending data, insight and human understanding to help organisations build stronger, more meaningful relationships. Covering journeys, segmentation, personalisation, measurement, technology, ethics and the future of customer experience, it provides simple frameworks, real-world case studies and actionable exercises. Whether you work in marketing, sales, service or leadership, this book will help you create CRM programmes that are coherent, effective and genuinely customer-centred.