From the Back Cover

The value of knowledge — in particular customer relationship knowledge — is only just being appreciated. The dot.com revolution is spearheaded by companies whose worth is measured not by profits but by the extent of their customer databases and their ability to mine that information.

Companies will spend more that 5 billion pounds on new Customer Relationship Management applications by 2002. 55% of companies plan to review Sales and Marketing systems within 12 months; 33% will purchase new, 22% will upgrade. But software is only about 25% of the cost. The real cost (and risk) is in implementation, and particularly with your key customers; Ken Burnett’s book focuses on getting your KCRM implementation right.

Implement your KCRM strategy now.

"Knowledge, it is said, is power. Through this book Ken Burnett empowers readers to gain an insight into ’know-what’ and ’know-how’ aspects of customer knowledge management. If your business is on a ’bleeding edge’ then this book will transform it into a ’leading edge’."—Sultan Kermally, Author of When Economics Means Business, and an Associate Lecturer in Knowledge Management, Open University Business School

"Throughout the book, the author demonstrates his extensive experience and mastery of this important subject. This book will be invaluable to the practitioner manager as well as students of marketing or business strategy."—Peter Woolliams, Ph.D. Professor of International Business, Anglia Business School

"Ken Burnett writes with the easy style and grace of a business man who has been there and done that ... and is gracious enough to let us in on the secret."—Ron Springer, Vice-President Sales (Americas), Arca Xytec Systems Inc.

About the Author

Ken Burnett, FIMC is a management consultant based in London specializing in management development, sales, and marketing. He is an authority, writer, and seminar leader on the principles, practice, and problems of constructively managing supplier-customer relationships. His 30-year consulting career includes work with almost 400 different industrial, consumer, and service industry corporations worldwide. He has spent the last few years developing practical software systems and training modules particularly in the area of customer relationship planning and development.