Companies need a new approach" customer relationship management, or CRM" to leverage the Web's unique strengths for capturing and publishing a single view of customers. How does it work? What is the best CRM strategy? Which companies have successfully implemented CRM in their business? This HOTT Guide defines CRM from different points of view: sales, marketing, customer support and technology. By presenting white papers on the technology, business cases, reports sharing the major trends occurring in the CRM marketplace, interviews with experts in the CRM-field, and a special chapter dedicated to the implementation of CRM in callcenters, the reader will have the most complete file on CRM possible at his disposition. This HOTT Guide is unique ready-to-use guide for any manager interested in optimizing the relationship with his customers, by using the newest technologyThe HOTT Guide series is intended for a professional business audience: Management, Marketing, Sales, System Integrating, CIOs, IT specialists and executive level. "Customer Relationship Management is especially aimed at those concerned with customer management, marketing and measurement: marketers, callcenter, managers, data architectures, the sale force and service managers.