Book review - Accelerating Customer Relationships: Using CRM and Relationship Technologies

Title: Accelerating Customer Relationships: Using CRM and Relationship Technologies
Author: Ronald S. Swift
Publisher: Prentice-Hall, Inc.
ISBN: 0-13-088984-9
Reviewer: Carol Parenzan Smalley, Site Editor, searchCRM

Reviewer's Comments: Author and NCR Vice President Ron Swift states in his book: "Success begins with understanding the scope and processes involved in true CRM and then initiating appropriate actions to create and move forward into the future. Walking the talk differentiates the perennial on-going winners. Reinvestment in success generates growth and opportunity." This book is not about information technology, but relationship technology. Swift shines new light on the technology aspect of this fast-growing, ever-changing area of customer relationships.

This book is for the individual just beginning to explore the vast potential of CRM, as well as the professional who has "been there and done that." Swift shares his all-encompassing knowledge of relationship technologies with a nice mix of information and real life examples. Reading his book is like dining at your favorite buffet, where you can sample what interests you at the moment. I have been fortunate enough to be a member of Swift's live audiences in the past, and his storytelling and audience-capturing ability is quite evident in the book.

Of particular interest to me was "Chapter 8: Critical Success Factors for CRM and DW."

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He provides valuable information, such as the seven rules for discussions with CRM solution providers, business questions and issues, information technology questions, business users' questions, red flags, and management considerations.

At almost 500 pages, the book is a bargain. The only thing I noticed missing in this book was my favorite Swift story: that of his mother-in-law, who is becoming quite computer- and Internet-literate, and her personal experiences as a customer involved with companies doing CRM.

In September, 2000, Swift was a Live Expert Q&A guest of searchCRM. If you were unable to join us for that live session and would like to know more about Ron and his book, the transcript of the live session can be found at http://searchcrm.techtarget.com/onlineEventsTranscript/0,289691,sid11_gci515486,00.html.

SearchCRM Bookstore: Ron Swift's book has been so well received, that just a few weeks after its first printing, the printing presses are churning again! You will want to order your copy today. To order this book through searchCRM's Bookstore, go to http://www.digitalguru.com/DigitalGuru/product_detail.asp?catalog%5Fname=Books&product%5Fid=0130889849.

This was first published in October 2000

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