Preface
List of figures
Executive summary

1. Introducing customer relationship development
2. The customer relationship development framework
3. Creating a single view of the customer relationship
4. Intelligent dialogue
5. Opportunity spotting
6. Building a CRD capability
7. Second-base CRD

Appendices
Index

A practical guide to achieving value from customer knowledge and applying it to develop better relationships with customers, better targeting of marketing effort and increased cross-selling. The book’s importance lies in real experience of achieving success using customer knowledge. CRD is aimed at providing a guide for the rapid implementation of customer management techniques to quickly achieve an increase in cross-sale ratios and improved customer satisfaction.

Using the processes described this can be achieved for a relatively small initial investment.skills, together with institutional management issues such as change management, total quality management and customer service.