Based on the world-class research at Cranfield Management School, this text offers an essential introduction to the principles and reality of strategic key account planning. It is ideal for senior managers and key account managers at all levels as well as those on executive and MBA courses.
The book introduces a strategic framework for effective Customer Relationship Management, centered on Professor Payne's five key processes. It outlines a systematic approach to managing CRM initiatives, ensuring they achieve maximum impact and efficiency. By focusing on these processes, readers can implement successful CRM policies that enhance customer interactions and drive business success.