Effective Customer Relationship Management (CRM) begins with a customer's first contact---whether on the Internet, through a call center, or in a brick-and-mortar store. Jems from Johnson: A Guide to Successful Customer Relationship Management provides an up-close look at the life cycle of the retailer-customer relationship. The quality of what follows the first contact, says author Claude Johnson, is every bit as important to your company's success as your product and your sales staff.

Successful CRM is the art of amassing and using data effectively to identify your customers and communicate with them frequently in a style that is personalized and appropriate to their purchases.

Jems is a treasury of results-oriented CRM techniques geared to maximizing your profits while yielding you more---and more satisfied- customers. You'll discover:

how target marketing of your product can save your company money

how to increase your customer base by determining your company's target market

how to identify your ideal customer---and those you should avoid

how to populate your IT system with the best data and how to use it for the mutual benefit of your company and your customers

You'll also learn techniques for developing dynamic, multi-media communications that captivate and draw prospects, then nurture and retain them as customers. Let Jems from Johnson show you how to get CRM right---from the first hello.