From deeper understanding of customer needs and behaviours to delivering the right action at the right time and at the right place, customer management tools are the ‘engine’ that powers the business’ customer growth strategy. 

This pocketbook is intended to introduce the types of tools that support managing customers, what they do, why they are important and how to implement them. 

The content is aimed at those in charge of functions such as sales, marketing, digital, customer services, account management, CRM, retentions, base management and customer experience.

We’ve included the core concepts and features and ways already used by leading companies to exploit the potential of these tools and help their business grow…