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1、CRMHandbook,The:ABusinessGuidetoCustomerRelationshipManagementJillDychéPublisher:AddisonWesleyCopyright©2001AddisonWesleyCRMHandbook,The:ABusinessGuidetoCustomerRelationshipMa
2、2AcknowledgmentsAbusinesswriter,tryingtoconsolidateandmakesenseofthevarieddisciplinesthatcomprisetheintricate
3、apparatusofeventhesimplestnewtechnologytrend,incursmanydebts.Iamgratefultothosewhohavecontributedtothisbookandproudtoacknowledgetheirhelp.Thanksfirstandforemosttothesubjectsofmycasestudies,andtothosewhoguidedmetothem:BethLeonardofVerizonCommunications;MonicaTysonofHarrah'sEntertainmen
4、t;HarryEglerofEddieBauer;KariOpdalofUnionBankofNorway;ReginaWallaceofJuniperBank;andMikeOverlyandEdMaginfromHewlettPackard.Thesepeoplehadthegenerosityandauthoritytosayyes.ThankstoogotoBillPrenticeandNelleSchantzofSAS;KimStanickandCarrieBallingerfromTeradata;SusanPoserandSusanUmphreyfr
5、omOracle;andMaryChan,fellowmanagementconsultantandworldtraveler.MyreviewersrepresentthebestandthebrightestintheCRMindustry,andsharecreditforthisbook'sreal-worldperspective.HatsofftoBrianBerliner,JoyBlake,JamesCraig,CapersJones,KellyMooney,RobinNeidorf,MarciaRobinson,DavidLinthicum,and
6、AnneThomasManes.Thanks,too,toKimMoutsos,editorofDB2Magazine,forlettingmereclaimtextfromanarticleIwroteonclickstreamanalysis.Andtothevendorswhoprovidedexamplesofreal,workingproducts—BrianHooverofTouchscape,FadraNallyandMaryGrosofTeradata,YancyOshitafromOracle,andJohnGillfromChannelWave
7、—you'veenrichedtheHandbookimmensely.IfeelasifIhaveapersonaltroopofCRMgurusinFranFrazer,LindaMcHugh,andJohnEarle,whotogethercornerthemarketonpersonalization,voicerecognitionandwirelesstechnology,andCRMplanningexpertise,andwhoplowedthroughmydraftswiththepatienceandunderstandingofgoodfri
8、ends.EvanLevylivedthroughthewritingofthisbook,revealinghisownCRMbattlescarsataberranthoursandwithoutcomplaint.I'mgratefultohimformanythings,foremostofwhichisthathe'sstilltalkingtomenowthatthebook'sfinished.Addison-Wesley'sMaryO'Brien,whoseimaginationandcreativityweretheseedsoftheHandb
9、ook,w
