Titlebook: Customer Relationship Management; Concept, Strategy, a V. Kumar,Werner Reinartz Textbook 2018Latest edition Springer-Verlag GmbH Germany, p

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https://doi.org/10.1007/978-1-4419-1223-7ated with the case study of Credite Est (name disguised), a French mid-tier bank. Finally, the case study, “Yapi Kredi—Predictive Model–Based cross-sell Campaign,” shows a comprehensive application of data mining.

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Strategic CRMstrategy implementation. The following section explores the main steps for developing a CRM strategy, before the chapter concludes with an investigation of ways to manage relationships with key stakeholders, including suppliers, employees, and investors.

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Implementing the CRM StrategyRM project. To explain the process of CRM implementation, this chapter reviews a case study involving British financial service company Capital One. This case highlights the factors that impact the implementation of CRM in an organization.

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Data Miningated with the case study of Credite Est (name disguised), a French mid-tier bank. Finally, the case study, “Yapi Kredi—Predictive Model–Based cross-sell Campaign,” shows a comprehensive application of data mining.

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Strategic CRM Todayigns of changing. It is critical for businesses to understand how strategic and customer-centric CRM can support their efforts to achieve their corporative objectives. Thus, this first chapter offers a detailed overview of the key terms and introduces important constructs that readers will need to r