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‘In the fifth edition, Prior, Buttle and Maklan take what was
already THE reference book for Customer Relationship
Management to the next level, providing a highly contemporary
and deeply pragmatic view of how to create value with CRM
today and tomorrow.’
Ross Dawson, futurist, keynote speaker, strategy advisor,
and author of five books including Thriving on Overload

‘Completely updated, this remains absolutely the best exposition

of customer relationship management. Can’t think of a better
guide to increasing your performance and profits. This book
belongs on the desk of every company that is serious about
CRM. The wealth of information and insight is astonishing.’
Professor Philip Kotler, S.C. Johnson Distinguished
Professor of International Marketing, Kellogg School of
Management, Northwestern University, USA

‘The great thing about this book is that the authors keep it
updated. Students get that rare combination of a
comprehensive guide to theory, the injection of practical
experience and the latest thinking on strategy, technology, and
applications.’
Dr. Merlin Stone, Professor of Marketing and Strategy
(retd.), St Mary’s University, Twickenham, UK, and co-author
Customer Relationship Marketing: New Thinking, New Strategy,
New Tools

‘This book is a complete guide to Customer Relationship

Management. Of course, it covers the basics of CRM including
Strategic CRM, Operational CRM and Analytical CRM, but the
enriched fifth edition also explores cutting edge issues such as
Artificial Intelligence, bots, Big Data, analytics for unstructured
data, and how these impact on customer experience. This is a
must-have book for everyone wanting to learn about CRM.’
 Aina Neva Fiati, Managing Director, iSystem Asia –
Customer Strategy Excellence Center, Jakarta, Indonesia

‘At last, a serious manual for delivering what CRM always

promised but generally failed to deliver. It is not, however, for
the faint-hearted, but only for those who are serious about
creating a holistic and unified organizational environment to
create and deliver value to customers, and to keep them coming
back for more.’
Jeremy Cox, Founder and Chief Analyst, CX-Create Ltd., UK,
and author of Mid-Market CRM: Customer Relationship
Excellence in Mid-Sized Enterprises

‘The pressure to create excellent customer experience has

intensified considerably over the past few years because of the
challenges of our evolving digital economy. Directors are
desperate for robust, proven processes to be embedded in their
organisations. Daniel Prior, Stan Maklan and Francis Buttle are
outstanding researchers, teachers and experienced practitioners
in the CRM/Customer Experience domains, and I urge you to
take time to read this state-of-the-art book on this topic.
Absorb. Apply. Achieve.’
Professor Malcolm McDonald, MA(Oxon), MSc, PhD, DLitt,
DSc., Emeritus Professor at Cranfield University and Visiting
Professor at five of the top Business Schools in the UK. Formerly
Marketing and Sales Director of Canada Dry

‘An excellent insight into how CRM really works. I’ve used
previous editions for my teaching as the book really helps
students to understand CRM. I also use it with my clients, and
they have been amazed at the difference that it has made to
their businesses. It really helps them to develop critical
customer knowledge and from there, appropriate customer
strategies. This new edition, with updated content and case
examples, has moved understanding forward yet again and has
become my new go-to for CRM.’
 Dr. Julie Jones, PhD, FCIM, Chartered Marketer,
Aberystwyth Business School, Wales, UK

‘A dynamic, strategic, practical and deeply relevant guide to

creating and implementing a winning customer experience
strategy. A must read.’
Larry Hochman, European Business Speaker of the Year,
Customer Experience expert and author of The Relationship
Revolution

‘This book offers a comprehensive overview of the key ideas

and issues related to modern Customer Relationship
Management in an easily understandable format. It provides a
lot of actionable insights and rich illustrative examples, and is a
must read for all managers, scholars, and students interested in
this domain.’
Joona Keränen, Associate Professor, RMIT University
Australia
CUSTOMER RELATIONSHIP
MANAGEMENT

This highly regarded textbook provides the definitive account of

Customer Relationship Management (CRM) concepts, applications,
and technologies, focusing on how companies can create and
maintain mutually beneficial relationships with customers.
Readers will gain a thorough understanding of the conceptual
foundations of CRM, see CRM in practice through illustrative case
examples and exercises, and understand how to organise customer
data gathering, analysis, and presentation for decision making. The
book achieves these outcomes by first considering strategic CRM
before moving into operational CRM and, finally, onto analytical
aspects of CRM.
The fifth edition has been fully updated to include:

A series of new case examples to illustrate CRM within various

regional and industrial contexts, including those relevant to
large, medium, and small enterprises.
A series of new exercises and discussion questions to help
readers understand CRM concepts and to support pedagogical
processes, particularly in higher education environments.
A greater emphasis on managerial applications of CRM through
new content to help guide managers.
An updated account of new and emerging technologies relevant
to CRM.
Expanded coverage of customer experience (CX), customer
engagement (CE), and customer journey management (CJM).
Customer Relationship Management is essential reading for
advanced undergraduate and postgraduate students studying CRM,
Sales Management, Customer Experience Management, and
Relationship Marketing, as well as executives who oversee CRM
functions. Online resources include an Instructor’s Manual, chapter-
by-chapter PowerPoint slides, and a bank of exam questions.

Daniel D. Prior, BCom, MCom, GradCertUnivLear&Teach, PhD,

FAMI CPM SFHEA, is Associate Professor of Buyer-Supplier
Engagement at the University of New South Wales, Australia, and
Visiting Professor of Strategic Sales at Cranfield University, UK.
Daniel is currently Deputy Head Education (Courses) of the UNSW
Canberra School of Business and former Co-Director of the Centre
for Strategic Marketing and Sales at Cranfield University, UK.

Francis Buttle, BSc, MA, PhD, is founder and principal consultant of

Francis Buttle & Associates. He was previously Professor of CRM,
Relationship Marketing, and Marketing at Macquarie University
(Australia) and Manchester Business School (UK).

Stan Maklan, BSc, MBA, PhD, is Emeritus Professor at Cranfield

School of Management (UK), where he was previously Professor of
Marketing and Technology and Director of the Centre for Strategic
Marketing and Sales.
CUSTOMER RELATIONSHIP
MANAGEMENT
Concepts, Applications, and
Technologies

Fifth Edition

DANIEL D. PRIOR, FRANCIS BUTTLE, AND

STAN MAKLAN
Designed cover image: © PeterPencil / Getty Images
Fifth edition published 2024
by Routledge
4 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
and by Routledge
605 Third Avenue, New York, NY 10158
Routledge is an imprint of the Taylor & Francis Group, an informa
business
© 2024 Daniel Prior, Francis Buttle and Stan Maklan
The right of Daniel D. Prior, Francis Buttle and Stan Maklan to be
identified as authors of this work has been asserted in accordance
with sections 77 and 78 of the Copyright, Designs and Patents Act
1988.
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic, mechanical,
or other means, now known or hereafter invented, including
photocopying and recording, or in any information storage or
retrieval system, without permission in writing from the publishers.

Trademark notice: Product or corporate names may be trademarks

or registered trademarks, and are used only for identification and
explanation without intent to infringe.
Every effort has been made to contact copyright-holders. Please
advise the publisher of any errors or omissions, and these will be
corrected in subsequent editions.

First edition published by Butterworth-Heinemann 2003

Fourth edition published by Routledge 2019
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
Names: Prior, Daniel D., author. | Buttle, Francis, author. | Maklan,
Stan, author.
Title: Customer relationship management: concepts, applications
and technologies / Daniel Prior, Francis Buttle and Stan Maklan.
Description: Fifth edition. | Abingdon, Oxon; New York, NY:
Routledge, 2024. | Includes bibliographical references and index.
Identifiers: LCCN 2023018418 (print) | LCCN 2023018419 (ebook) |
ISBN 9781032280608 (hardback) | ISBN 9781032247441
(paperback) | ISBN 9781003295150 (ebook)
Subjects: LCSH: Customer relations—Management.
Classification: LCC HF5415.5 .B875 2024 (print) | LCC HF5415.5
(ebook) |
DDC 658.8/12—dc23/eng/20230705
LC record available at https://lccn.loc.gov/2023018418
LC ebook record available at https://lccn.loc.gov/2023018419

ISBN: 9781032280608 (hbk)

ISBN: 9781032247441 (pbk)
ISBN: 9781003295150 (ebk)

DOI: 10.4324/9781003295150

Typeset in Minion Pro

by codeMantra

Access the Support Material: www.routledge.com/9781032247441

CONTENTS

Preface
Acknowledgements
Figures
Tables
Case illustrations

Section A UNDERSTANDING CUSTOMER RELATIONSHIPS

1 An introduction to CRM
Chapter objectives
Introduction
IT perspectives of CRM
Managerial perspectives of CRM
Three forms of CRM
Strategic CRM
Operational CRM
Analytical (or Analytic) CRM
Where does social CRM fit?
The changing face of CRM
Defining CRM
Misunderstandings about CRM
CRM constituencies
 Commercial contexts of CRM
The not-for-profit context – the ‘third sector’
Models of CRM
The IDIC model
The CRM value chain
The Five-process model
Conclusion
Discussion questions

2 Understanding customer-supplier relationships

Chapter objectives
Introduction
What is a customer-supplier relationship?
Relationship components
Trust
Commitment
Relationship evolution
Relationship quality
Customer engagement, customer satisfaction, loyalty, and
profitability
Customer engagement
Customer satisfaction
Customer loyalty
Business performance
When companies want relationships with customers
Improving customer retention
Reducing marketing and customer service costs
Improving customer lifetime value (CLV)
When companies don’t want relationships with customers
When customers want relationships with suppliers
 When customers don’t want relationships with suppliers
Relationship management theories
The Industrial Marketing and Purchasing School
The Nordic School
The Anglo-Australian School
The North American School
The Asian (Guanxi) School
Conclusion
Discussion questions

Section B STRATEGIC CRM

3 Managing the customer journey: customer acquisition

Chapter objectives
Introduction
Customer journey: the basics
Customer acquisition
The Conversion Model
Committed customers
Uncommitted customers
Open non-customers
Unavailable non-customers
Prospecting
Sources of sales leads
Integrated prospecting
Operational CRM tools that help customer acquisition
CRM customer insight, analytics, and reporting
Campaign management
Events as triggers for marketing
Lead management and the sales process
Key performance indicators of customer acquisition programmes
 Conclusion
Discussion questions

4 Managing the customer journey: customer retention and

development
Chapter objectives
Introduction
What is customer retention?
Measuring customer retention
Measurement challenges and information sharing
The role of research in reducing churn
Deciding on the best customers to retain and/or develop
Approaches to maximising customer retention
Customer retention approach #1: building customer
engagement by broadening and deepening the customer
relationship
Customer retention approach #2: securing customer
relationships by increasing switching costs
Approaches to maximising customer development
Approaches for ending customer relationships
The role of CRM in customer retention, customer development,
and customer termination
Key performance indicators of customer retention, customer
development, and customer termination
Conclusion
Discussion questions

5 Managing customer perceived value

Chapter objectives
Introduction
Customer perceived value
 Benefits less costs
Goal achievement/non-achievement
Other customer perceived value conceptualisations
Customer experienced value – when do customers experience
value?
Value-in-exchange
Value-in-use
Customer experienced value
Communicating and delivering customer perceived value
The value proposition
Value from products (and services)
Value from promotions (and communications)
Value from place
Value from processes
Value from people
Value from physical evidence
The company’s operations – choosing the right path
Conclusion
Discussion questions

6 Customer portfolio management

Chapter objectives
Introduction
What is customer portfolio management (CPM)?
Analysing customers for CPM
Customer portfolio segmentation
Common portfolio models useful for CPM
Univariate customer portfolio models
Bivariate customer portfolio models
Trivariate customer portfolio models
 Multivariate customer portfolio models
The strategic implications of CPM
Choosing the right customers
Choosing the right relationship management strategy
Conclusion
Discussion questions

Section C OPERATIONAL CRM

7 Marketing automation (MA)

Chapter objectives
Introduction
What is marketing automation?
Benefits of MA
Costs of MA
MA and marketing campaigns
MA for marketing campaigns and events
Multi-channel vs omnichannel marketing campaigns
MA and strategic CRM
Integrated marketing management (IMM)
Partner marketing
Product life cycle management (PLM)
Asset management
Conclusion
Discussion questions

8 Sales force automation

Chapter objectives
Introduction
What is sales force automation (SFA)?
 The SFA ecosystem
SFA functionality
Benefits and costs of SFA adoption
Benefits from SFA
Costs of SFA
Conclusion
Discussion questions

9 Service automation
Chapter objectives
Introduction
What is customer service?
Service quality
Customer service standards
Defining Service Automation (SA)
The main use contexts for SA
Benefits from SA
Costs of SA
Software applications for service
Customer engagement centres (CECs)/call centres
Field service
Customer service managers
Other
Conclusion
Discussion questions

Section D ANALYTICAL CRM

10 Using customer-related data for analytics

Chapter objectives
 Introduction
What are customer analytics for?
Predicting the future based on the past
Uncovering associations
Categorising customer segments
Analytics for CRM strategy and tactics
Analytics throughout the customer journey
Analytics for structured data
Analytics for unstructured data
Big Data analytics
The technology essentials
Three ways to generate analytical insight
Standard reports
Online Analytical Processing (OLAP)
Data mining
Artificial Intelligence (AI), Machine Learning (ML), and Deep
Learning (DL)
Conclusion
Discussion questions

11 Developing and managing customer-related databases

Chapter objectives
Introduction
Developing a customer-related database
Step 1 – Define the database functions
Step 2 – Define the information requirements
Step 3 – Identify the information sources
Step 4 – Select the database technology and operating
system
Step 5 – Populate the database
Step 6 – Maintaining customer-related databases
 Managing customer-related databases
Desirable data attributes: STARTS
Data integration
Data warehousing
Conclusion
Discussion questions

Section E IMPLEMENTING CRM SYSTEMS

12 Planning and organising for CRM

Chapter objectives
Introduction
Planning for CRM – developing the CRM business case
The benefits dependency network
Organising for CRM
Functional structure
Geographic structure
Product, brand, or category structure
Market or customer structure
Matrix structure
Virtual organisations and CRM
Choosing the best organisational structure for CRM
Conclusion
Discussion questions

13 Implementing CRM
Chapter objectives
Introduction
Phase 1: Develop the CRM strategy
Situation analysis
 Commence CRM education
Develop a CRM vision
Set priorities
Establish CRM project goals
Identify the contingencies, resources, and people changes
Agree the business case with Board
Phase 2: Build CRM project foundations
Establish governance structures
Specify change management needs
Organisational culture
Buy-in
Identify project management needs
Identify critical success factors
Develop risk management plan
Phase 3: Needs specification and partner selection
Process engineering
Data review and gap analysis
Initial technology needs specification and research alternative
solutions
Write request for proposals (RFP)
Call for proposals
Revised technology needs identification
Assessment and partner selection
Phase 4: Project implementation
Refine project plan
Identify technology customisation needs
Prototype design, test, modify, and roll out
Phase 5: Performance evaluation
Conclusion
Discussion questions
Section F THE FUTURE

14 Current developments in CRM

Chapter objectives
Introduction
Advances in CRM technology
Customer interaction
Customer analysis
CRM decision support
CRM adoption
Old habits
Privacy and ethics
The OECD principles
General Data Protection Regulation
Conclusion

Appendix: CRM hosting options

Point solution(s) versus integrated suite
On-premise versus cloud-based
Three examples of CRM-related clouds
Industry-specific solutions
Open Architecture

Index
PREFACE

Welcome to the fifth edition of Customer Relationship

Management: Concepts, Applications and Technologies by
Daniel D. Prior, Francis Buttle, and Stan Maklan. With this new
edition, we welcome a new author to the writing team, Dr Daniel D.
Prior. Francis and Stan have both worked with Daniel over several
years and are delighted that Daniel, as lead author for this revision,
has used his considerable talents and experience to enrich and refine
the book.
The subtitle of this refreshed and updated edition has been
reworded to reflect the book’s dominant focus on managerial issues
more accurately. Previous editions were either subtitled “Concepts
and Tools” or “Concepts and Technologies”. The new subtitle is
“Concepts, Applications and Technologies”, which draws attention to
the coverage we give to the applications of CRM in businesses and
not-for-profit organisations. Although there is plenty of content on
technology, this is not a book about technology, per se. We present
the technology-related content in the book in a way that readers
who are unfamiliar with technology, or who are technophobes, can
still understand what CRM technologies can deliver. Technology is
secondary to management throughout the book. You do not need a
degree in information systems to benefit from the book!
The book provides a comprehensive and balanced review of
Customer Relationship Management (CRM). It defines CRM, the
benefits it delivers, and the costs it creates across its many usage
contexts. Companies of all sizes are the main adopters of CRM, but
government agencies and not-for-profits are also users. Adopters
use CRM principally to achieve their own goals; they also recognise
that CRM has a major impact on customer – or citizen – experience.
CRM is widely, but incorrectly, thought to be synonymous with the
use of information technologies to manage customer relationships.
This is a narrow and restrictive view of CRM. The three-letter
acronym CRM is, of course, shorthand for customer relationship
management, and those three words should tell you plenty about
CRM. It involves a focus on customers; it is about the relationships
that companies wish to build with customers; and it is about active
management of the processes and resources that enable those
relationships to survive and prosper for the benefit of both
companies and their customers. Those processes are typically
housed in marketing, selling and customer service units, and operate
in a wide range of touchpoints on the customer journey including,
for example, customer on-boarding, cross-selling, loyalty
management, and customer win-back. The resources necessary to
manage customer relationships include data, IT infrastructure,
software applications, devices, workflow, and people. People are
critical to CRM success. People design customer management
processes, apply those processes, and interact with customers.
Companies first used IT to streamline administration, with a
strong focus on accounting, billing, and financial reporting, resulting
in IT heads reporting to the Chief Financial Officer or the Vice
President of Finance. The next waves of IT deployment focused on
personal productivity (desktop computing) and supply chain
management (e.g., Enterprise Resource Planning – ERP). Then, in
the early 1990s, IT became central to CRM, and most recently to
customer experience management (CXM). CRM’s emergence as a
business discipline happened because advances in IT enabled
adopters to capture, store, interpret and distribute customer-related
data cost effectively in the execution of their CRM strategies.
CRM has changed massively since the first edition of this book in
2004, and even since the most recent edition in 2019.
CRM practice traditionally relied upon on the exploitation of
structured customer, prospect, and partner data housed in
company-owned databases. This has changed. These days,
most of the data customers generate, for example on social
media platforms, is unstructured. Where structured data are
easily codifiable, unstructured data are not. Unstructured data
include text, audio, photographic and video data, call centre
agent notes, recordings of customer engagement centre
conversations as well as uploads to YouTube and Instagram.
This means that CRM tools must accommodate a wider variety
of data.
Software-as-a-Service has largely replaced on-premise CRM.
SaaS means that CRM users store their customer data in the
cloud, and read, analyse, and exploit that customer data using
software applications accessed through their web browsers.
Most CRM vendors/developers now have a SaaS-first, or SaaS-
only, approach to service provision.
The sheer volume and variety of data generated by and about
customers is growing exponentially. Big Data have massive
volume, velocity, and variety. Big Data, including the data
resident on social media platforms, are having a growing impact
on CRM practitioners, as companies become more adept at
accessing, analysing, and using this type of data.
No longer do companies set the rules about how they will
interact with customers through their control of communication
channels and brand messaging. Customers now decide when
and how they will interact with companies, and they have
multiple channels for doing so, ranging from email, to face-to-
face, and chatbot.
Customers can also create and communicate their own brand-
related messages on social media platforms like Instagram,
TikTok, Facebook, and X (formerly Twitter). These may be quite
different in content and tone from the brand owner’s
messaging.
Artificial Intelligence (AI) is playing a more significant role in
CRM. AI enables companies to make sense of random or chaotic
 datasets, and to respond automatically without human
intervention in real-time.
CRM now aligns with customer experience management (CXM).
CXM is a hot topic in customer management. Companies are
trying to understand what it is like to be a customer of their
company, and to design moments-of-truth at customer touch
points that improve customer experience. We view CRM and
CXM as two sides of the same coin. CRM resources including
technologies and human skill sets change customer experience,
and excellent customer experience on a large scale is only
possible with the support of CRM technologies.
Privacy and data security have become critical issues for
regulators, and, in turn, for CRM practitioners. Questions about
data ownership, use, and security have become critical as
customers surrender personal information to online pre-plays
such as Amazon and Facebook, and other organisations that are
present online. Data breaches by bad actors have become all
too common with adverse consequences for business and
customers alike. Regulatory agencies, including governments,
are responding.
We are seeing the emergence of the next wave of technology-
supported innovation in CRM featuring new business models
founded on real-time, mobile data, particularly customer-
generated data. CRM, the most mature of the IT-enabled
customer-facing management disciplines, has an enhanced role
in such an environment and we believe is still the cornerstone
for marketing, sales, and customer service.

In producing this fifth edition we knew we had to reflect this

evolving landscape, and in true, customer-oriented manner, we also
surveyed readers and adopters of earlier editions. They told us what
they wanted in this revision, and we have followed their guidance.
We have also refined the focus of the book. We have removed
content that readers and adopters do not value. We also streamlined
and updated remaining content to provide an easier reading
experience. This fifth edition continues to draw on academic and
independent research to ensure that it is both theoretically sound
and managerially relevant. Research from a wide range of academic
disciplines contributes to the book. These include marketing, sales,
customer service, human resources, technology management,
strategy, change management, project management, leadership,
operations, management accounting, finance, and organisational
behaviour. Supplementing these academic credentials, the book also
makes use of research conducted by independent analysts such as
Gartner and Forrester, two organisations that conduct leading edge,
state-of-the-art research into CRM and related areas.

AUDIENCE FOR THE BOOK

This book targets several audiences, all of whom share an interest in
improving their understanding of CRM. These include:

MBA and Master’s students, and upper-level undergraduates

studying CRM or related advanced courses such as relationship
marketing, database marketing, digital marketing, social media
marketing, customer management, customer portfolio
management, customer experience management, sales
management, key account management, strategic management,
customer value management, and customer service
management.
Those pursuing professional qualifications or accreditation in
marketing through international organisations such as the
Chartered Institute of Marketing, the Digital Marketing Institute,
and the Institute of Direct and Digital Marketing, or national
bodies such as the Marketing Institute of Ireland or the
Canadian Institute of Marketing.
Senior and mid-level managers who participate in CRM
programmes and system implementations, whether in a
marketing department, the sales force, or the service centre.
CRM users who want a better understanding of this complex
area. CRM tools serve all customer-facing parts of organisations.
 Users include sales representatives and account managers,
marketing managers, market analysts, campaign managers,
market managers, customer relationship managers, and
customer service managers. These users see only a fragment of
the CRM universe. This book can put their role into broader
context.

KEY FEATURES OF THE BOOK

The book provides a helicopter view, an overview, of the domain
of CRM. As an impartial review of the field, it does not advocate
any one perspective on CRM. Indeed, the book presents several
holistic models that amount to different and competing views of
CRM.
Although CRM is in widespread use, there is still some
misunderstanding about what CRM is. The book presents three
distinct types of CRM – strategic, operational, and analytical.
Strategic CRM centres on the ways in which companies can
identify and align with their most desirable customers.
Operational CRM focuses on how companies can use CRM to
conduct daily customer-related functions. Core to this is the use
of IT systems to automate key activities in marketing, sales, and
service. Analytical CRM involves using customer-related data to
assess customer behaviours, define customer groups/segments,
predict customer behaviour, and to present information to
support key decisions such as customer selection. The book’s
structure groups chapters on each of these types of CRM
together in each of its parts.
The book defines CRM as “an organisational capability that
centres on the creation and maintenance of profitable customer
relationships through the design and delivery of superior value
propositions grounded in insights from customer-related data”.
This definition serves as a central point-of-reference throughout
the book.
We do not assume that customers want relationships with
suppliers. If CRM is about developing and supporting
relationships with customers, it is important to have a clear
understanding of what a relationship looks like, and how, if at
all, companies can manage them. We discuss what is meant by
‘relationship’ and question whether customers want
relationships with suppliers and vice versa. We also describe
attributes of successful relationships and review five different
schools of thought that have influenced relationship
management in a business context.
The book emphasises a managerial perspective on CRM. While
technology is crucial to CRM, the treatment of related topics
should allow readers, no matter their knowledge of technology,
to understand what CRM technologies can deliver.
We examine how CRM relates to the customer journey, which
begins before customers become customers, which is when they
are prospects. We treat the journey as consisting of three key
stages – customer acquisition, customer development, and
customer retention. Different CRM software applications can
serve different purposes during the customer journey,
depending on their capabilities.
The book has a strong academic foundation provided by
research from many disciplines, ensuring that the content is
theoretically sound.
The book contains many examples of CRM solutions and their
application in the marketing, selling, or service functions of
many different industries in different geographies. Screenshots
from CRM software applications are a feature of the book.
Every chapter includes embedded case illustrations. These are
not problem-based cases, but examples of CRM in practice, so
that readers can better appreciate CRM in context. Case
illustrations capture a variety of contexts, including small,
medium, and large organisations, different industries, and
various countries.
NEW TO THIS EDITION
Fully updated to reflect the rapidly evolving CRM landscape,
including extended coverage of:
Big Data.
Analytics for unstructured data.
Artificial Intelligence (AI).
Newer CRM technologies such as chatbots.
The impact of CRM on customer experience and customer
engagement.
Privacy and data security issues.
New and updated case illustrations of CRM applications in a
wide variety of contexts.
Most chapters now include end-of-chapter discussion questions
to aid in learning.
New and updated screenshots from CRM software applications.
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Tandem, Three-Wheel, Bicycles Driven as, After Breakdown, 410
Tangling of Telephone Cord, Rubber Band Prevents, 367
Tangling, Preventing Sewing-Machine Thread from, 382
Tank, Miniature Fighting, 202
Tank, Reversible Photographic Developing, 325
Target Box, Illuminated Indicating, 180
Target, Recording Annunciator, 310
Teakettle Cover Held by Dent in Edge, 5
Team, Support for Wagon Pole Aids in Hooking Up, 5
Teaspoon, Catching Large Fish with, 401
Tee, Golf, Made of a Shotgun Shell, 430
Telegraph Recorder with Spool-and-Pencil Indicator, 171
Telegraph, Signal, with Green and Red Lights, 176
Telegraph Sounder, Battery Buzzer Converted into, 141
Telephone Cord, Rubber Band Prevents Tangling of, 367
Telescope, Interesting Water, 228
Temperature of a Room, Raising, 356
Temperature, Proper, Heater Keeps Developer at, 190
Temperature Readings, Transposing, 376
Temporary Binder for Magazines, 370
Tender, Bicycle Carried on Automobile, 190
Tennis-Court Backstop, Knock-Down, 189
Tennis-Court Marker, Wheelbarrow as, 397
Tennis Court, Removable Posts for, 415
Tennis Court, Scraper for, 311
Tennis Courts, To Keep Grass and Weeds Out of, 149
Tennis Nets, Tightening Lever for, 158
Tennis-Racket Clamp, Opening Springs for, 393
Tenpins, Home, Pin Setter for, 61
Tension Weight, Emergency, Used on Typewriter, 457
Tent, Hammock Sleeping, 242
Tent, Homemade Shoulder-Pack, 131
Tent, Portable, Made from an Umbrella and Paper Muslin, 364
Test Exposures for Bromide Enlargements, 411
Test-Tube Flower Vase, Stand for, 21
Test Tube, Mucilage Brush and Container Made of, 335
Testing and Caring for Files, 400
Testing Direct Current Polarity with Litmus Paper, 369
Testing Dry Cells with Light Bulb, 267
Theft, Guarding Camp Chest Against, 362
Thermometer, Joining Broken Liquid Column, 366
Thread and Dental Floss, Sanitary Holder for, 46
Thread Fabric, Electric Counting Glass for, 321
Thread, Sewing-Machine, Preventing from Tangling, 382
Threader, Needle, for Sewing Machine, 134
Threading a Darning Needle, 153
Three-Caster Truck for Moving Crates and Furniture, 419
Thresher, Small, of Practical Use, 444
Ticket Holder, Revolving Card or, 369
Ticking of a Watch or Clock, Muffling, 223
Tightening Lever for Tennis Nets, 158
Tightening Wire Spokes in Wheels, Handy Tool for, 450
Tile Trap for Rabbits, 184
Tilting Top for Camera Tripod, 242
Time, Blotter Attached to Wrist Saves, 295
Timing Pointer on Watch Crystal, 364
Tin Can, Camp Lantern Made of, 406
Tin Can, Case for Fishhooks Made of, 267
Tin Can, Cheese Grater and Ash Tray Made from, 225
Tin Can on Rod for Picking Fruit, 54
Tin Cover, Frying Pan Made of, 298
Tin Pail, Safety Flue Stopper, 328
Tinned Staples for Bell-Circuit Wiring, 420
Tinware, Cleaning with Milk, 44
Tire, Motor-Car, Changing Without a Jack, 210
Tire Patch, 400
Tire Pump, Detachable Motor-Driven, Made of Foot Pump, 454
Tire Pump Made of Gas Piping, 419
Tire Tubes, Checking a Rip in, 354
Tires, Baby-Cab, Changing Wheels Equalizes Wear on, 446
Tires, Economy in Motorcycle, 188
Toboggan and Slide, Water-Coasting, 183
Toboggan, Coasting, Making a, 11
Toboggan Made of Old Buggy Shafts, 410
Toboggan, Rudder for, 323
Toe Clips, Homemade Snowshoe, 418
Toilet Articles, Sundries and, Soldier’s or Traveler’s Kit for, 452
Toilet Outfit, Compact, for the Soldier, 9
Tool-Chest Slide Tray, Nonbinding, 371
Tool Drawer, Convenient, Under Chair Seat, 169
Tool Handles, Ferrules for, 157
Tool, Handy, for Tightening Wire Spokes in Wheels, 450
Tool, Oiling, for Clocks, 107
Tool Rack, Yardstick on, 417
Tool Sockets in Edge of Drawing Board, 435
Tool, Weeding, 248
Tools, Keeping Bright and Free from Rust, 212
Toothbrush, Uses for Old, 428
Tooth Powder Used on Tracing Cloth, 346
Top of Drawer, Desk Slide in, 356
Top, Split-Bamboo Tray for, Folding Table with, 424
Top, Tilting, for Camera Tripod, 242
Tossing Card at Mark Accurately, 69
Towel, Disappearing, 154
Tower, Diving, for the Summer Camp, 274
Toy Alligator of Wood, Mechanical, 460
Toy Electric Motor, Quickly Made, 252
Toy Horse That Walks, 363
Toy Machine Gun Fires Wooden Bullets, 408
Toy Paper Glider Carefully Designed, 324
Toy Paper Warships, 293
Toy Pigeon, Mechanical, Made of Wood, 433
Toy Rubber Balloons, Filling with Hydrogen, 30
Toy Submarine Made of Shade Roller, 441
Toy Tractor Built with Dry Cell and Motor, 9
Toy, Wire-Walking, 180
Toys and Boxes Made at Home, Decorative, 299
Tracing-Cloth Drawings, Mounting on Muslin, 418
Tracing Cloth, Tooth Powder Used on, 346
Track System, Homemade Electric Locomotive Model and:
 Part I.—The Motor, 231
Part II.—Construction of the Locomotive Truck and Cab, 237
Part III.—Construction of the Track System, 243
Tractor, Toy, Built with Dry Cell and Motor, 9
Train Berth, Improvised Trousers Hanger in, 367
Train, Writing on Moving, 228
Trammels, How to Make a Pair of, 166
Transfer Drawings, How to, 138
Transferring Pictures to Glass, 443
Transmitting Writing, Simple Machine for, 442
Transplanting, Device for Packing Earth in, 211
Transposing Temperature Readings, 376
Trap for Coyotes, 306
Trap for Rabbits, Tile, 184
Trap Nest for the Poultry House, 455
Trap, Self-Setting Rat, 31
Trapdoor, Floor, Fuel Box in Seat Filled from, 332
Traveler’s Kit, Soldier’s or, for Sundries and Toilet Articles, 453
Tray Attachment for Developing Films, 280
Tray, Developing, Cooler for, 149
Tray for Top, Split-Bamboo, Folding Table with, 424
Tray, Handy, for Pencils and Penholders, 430
Tray, Liquid-Filled, Carried Safely, 439
Tray, Nonbinding Tool-Chest Slide, 371
Trays, Cocoanut-Shell, 414
Trays, Index, Novel Covered Box for, 414
Trays, Making Photographic, 406
Trays, Muffin-Pan, Nail Cabinet with, 230
Tree Stump, Ornamenting Old, 123
Tree Stumps, Lawn Seats Built on, 141
Trellis, Rustic, to Shade Door or Window, 175
Trenches, Miniature Fighting Tank That Hurdles, 202
Trick Blotter, 354
Trick, Diminishing Card, 396
Trick, Disappearing-Coin, 144
Trick, Finger-Trap, 377
Trick, Glass-and-Hat, 342
Trick, Match-Box, 230
Trick, Ring-and-Egg, 84
Trick, Vanishing-Cuff Parlor, 127
Tricks of Camping Out:
Part I.—The Camping Outfit, 109
Part II.—Cooking in the Woods, 117
Trim Magazines for Binding, Knife to, 286
Trimmer, Photo and Paper, Homemade Guide for, 366
Trimming Board with Foot Control and Counterweight, 308
Trinket Case for the Bookshelf, Secret, 296
Tripod, Camera, Tilting Top for, 242
Trips, Memorandum List for Camping and Outing, 365
Trophy Cup, Onlaying Script on, 188
Trouble Lamp, Homemade, 365
Trouser Hanger, 350
Trousers Hanger, Improvised, in Train Berth, 367
Truck, Gravity-Feed Coal Hopper on, 140
Truck, Three-Caster, for Moving Crates and Furniture, 419
Trunk Bookcase for Convenient Shipment, 217
Tub, Combination Laundry and Dishwashing Sink, 218
Tuberculosis Cottage, A, 385
Tubes, Cardboard, for Electrical Coils, Making, 438
Tubes, Old Inner, Rubber Bands Made from, 268
Tubes, Paste, Wall Pocket for, 16
Tubes, Squeezing Paste from, 391
Tubing, Cane Made of, Contains Cigars, 430
Tug-of-War Game, Device for Finger, 319
Turbine, Small Hydraulic, 427
Turned Cane with Snakes Inlaid, 325
Turning Long Wood Rods, 349
Turning Sheet Music Quickly, Tabs for, 368
Turning, To Prevent Wire Coat Hook from, 235
Turntable Stand for Potted Flowers, 308
Twine Hammock, How to Make, 277
Twisting Thriller Merry-Go-Round, 179
Two Colors, Writing, on Plain-Ribbon Typewriter, 168
Type Cases, Cleaning with Bicycle Pump, 451
Typewriter Desk, Improvised, 225
Typewriter, Emergency Tension Weight Used on, 457
Typewriter, Feeding Cards into, 437
Typewriter, Kinks in Cleaning, 6
Typewriter, Plain-Ribbon, Writing Two Colors on, 168
Typewriter, Roll-Paper Feed for, 207
Typewriter Space and Shift Keys, Pedals for Increase Speed, 364
Typewriter, Wire Clips Weight Paper in, 409
Typewritten Bound Sheets, Inserting or Correcting on, 419
Ukulele, Homemade Hawaiian, 358
Umbrella and Paper Muslin, Portable Tent Made from, 364
Umbrella Handle, Making Detachable, 439
Umbrella Used as a Clothes Drier, 366
Umbrellas, Kinks on Care of, 422
Uncork a Bottle with a String, To, 402
Unsealed Envelopes, Safeguarding Contents of, 363
Use for Old Magazines, 399
Uses for an Old Toothbrush, 428
Uses for Worn Talking-Machine Needles, 329
Utensil Rack for Camp Fire, 397
Utensils, Kitchen, Cupboard for, 396
Utilizing an Empty Paste Pot, 306
Vacuum Pail, How to Make, 315
Valve-Bottom Pail for Dipping Water, 344
Valve, Radiator, Ship’s-Wheel Device for, 259
Valves on Gas Stove, Safety Cover for, 298
Vanishing-Cuff Parlor Trick, 127
Vaporizer, Homemade, 346
Variable Condenser, Small, 334
Vase, Test-Tube Flower, Stand for, 21
Vaulting Pole, Scale on, Indicates Points of Grip, 411
Vehicle, Child’s Play, Auto Horn for, 16
Ventilation, Thorough, Bedroom Shade and Curtains Arranged for,
128
Ventilator, Window, 312
Veranda, Summer, Taborets and Small Tables for, 269
Vest, Guard Saves Wear on, 413
Vibrator, Double-Contact, 140
View Finder, Camera, Rectangular Opening to Use Over, 125
View Finder, Direct, for Box Camera, 353
Views, Fireside Dissolving, 351
Vise, Jig-Saw Table for, 93
Vise, Quick-Acting Bench, 85
Vises for the Home Workbench, Two Simple, 197
Vulcanizer, Homemade, 323
Wagon-Wheel Felly and Spoke, Mallet Made from, 157
Wagon Pole, Support for, Aids in Hooking Up Team, 5
Wagon Seat, Homemade Spring, 440
Wall Back of Range or Sink, Protecting, 354
Wall Desk, Folding, 292
Wall Fastening, Ironing-Board, 318
Wall Paper, Kink for Removal of, 295
Wall, Plaster of Paris to Set Screws into, 266
Wall Pocket for Paste Tubes, 16
Wall Shelves, Easily Constructed, 108
Wall Workbench, Old Table Used as, 440
Walls, Damp, Shielding Pictures from, 338
Walks, Toy Horse That, 363
Warships, Toy Paper, 293
Washing Bromide Enlargements, 336
Washing Device, Automatic Photo-Print, 329
Washing Machine Equipped with Churn Attachment, 208
Washing Machine, Photographic-Print, 327
Washing Photographic Negatives and Prints, Kinks in, 181
Washstand for the Baby, 328
Wastebasket, False Bottom for Emptying, 344
Watch Bezel, Screw, Rubber Pads for Opening, 448
Watch Crystal, Timing Pointer on, 364
Watch Holder, Desk, 158
Watch, Mysterious, 70
Watch or Clock, Muffling the Ticking of, 223
Water Bag Camp, 122
Water Basin for Poultry, Concrete, 236
Water-Coasting Toboggan and Slide, 183
Water Heater, Carbon Electric, 356
Water, Irrigation, Current of Canal Raises, 411
Water-Jacket Outlet, Bilge Water Siphoned Through, 413
Water Pipe, Broken Spade Handle Repaired with, 242
Water Rheostat for Small Electrical Devices, 196
Water Telescope, Interesting, 228
Water, Valve-Bottom Pail for Dipping, 344
Water Wheel Turns Spit Over Campfire, 429
Watering Window-Box Flowers, 144
Waterproof Dry-Battery Case, 265
Waterproofing for Fish Lines, 94
Waterproofing Matches, 230
Wear on Baby-Cab Tires, Changing Wheels Equalizes, 446
Wear on Drafting Board, Cork Plugs Save, 21
Wear on Vest, Guard Saves, 413
Webfoot Attachments for Swimmers, 381
Weeding Garden, Forceps for, 338
Weeding Tool, 248
Weeds, Grass and, To Keep Out of Tennis Courts, 149
Weight, Emergency Tension, Used on Typewriter, 457
Weighted Rope Holds Flag Upright, 451
Weighting a Metal Base, 217
Well, Rustic, for Bazaar or Fair Booth, 182
Wheel, China Banding, Disk Talking Machine as, 10
Wheelbarrow as Tennis-Court Marker, 397
Wheelbarrow for Large Cans, 330
Wheels, Changing, Equalizes Wear on Baby-Cab Tires, 446
Wheels, Handy Tool for Tightening Wire Spokes in, 450
Wheels, Model Gear, Gauge for Laying Out, 384
Whipping of Flag, Chain Weight Prevents, 409
Whirligig, Perpetual, 400
Whirling Fan, Hand-Operated, 398
Whirling Fan, Lighted, Used as Radiator Ornament, 260
Whistle, Hand-Operated Motorboat, 178
Whistle Warns of Fish Catch, 275
White Blotting Paper Improves Light Reflectors, 196
Wick, Feeding, Stove Lighter with, Guards Against Burns, 459
Wick, Lighting Candle Without Touching, 334
Wicks, Lamp, Cheaply Made, 236
Wind, Lighting a Match in, 382
Wind Motor, Sail Rigged, 172
Wind Wire on Electrical Apparatus, How to, 136
Winder, Egg Beater Made into for Model Aeroplanes, 459
Winding Coiled Springs, 134
Window-Advertising Novelty, Moth-Ball Puzzle as, 444
Window-Box Flowers, Watering, 144
Window Box, Hinged, 413
Window Closer, Automatic, 280
Window Display, Revolving, 229
Window Frame and Table for Dark Room, 320
Window Refrigerator, 323
Window, Rustic Trellis to Shade Door or, 175
Window Sash, Locking, 62
Window Ventilator, 312
Windows, Horizontal Sliding, Hinge Lock for, 372
Windows, To Stop Rattling of, 417
Wings, Covering Hinge, 276
Winter, Making Use of Refrigerator in, 344
Winter, Summer Radiator Cover Serves as Cupboard in, 297
Winter Use, Bee Feeder for, 192
Winter Use, Bicycle Runner for, 418
Wire Clips Weight Paper in Typewriter, 409
Wire Coat Hook, To Prevent from Turning, 235
Wire Compacts Bristles in Polish or Stencil Brushes, 439
Wire Holders Keep Cabinet Doors Open, 127
Wire, How to Wind on Electrical Apparatus, 136
Wire-Mesh Cage, Fisherman’s Pail with, 454
Wire Mesh, Preventing from Rising Between Fence Posts, 93
Wire-Mesh Support for Flower Centerpiece, 344
Wire Netting, Asbestos Table Mats Reinforced with, 421
Wire-Screen Pincushion, 456
Wire Spokes in Wheels, Handy Tool for Tightening, 450
Wire Trellis Fastened Neatly to Brick Walls, 8
Wire-Walking Toy, 180
Wireless Aerials, Lightning Switch for, 415
Wireless Detector, Simple, 456
Wiring, Bell-Circuit, Tinned Staples for, 420
Wishbone-Mast Ice Yacht, 17
Wood Alcohol, Economical Use of in Small Cooking Stove, 210
Wood Box with a Refuse-Catching Drawer, 144
Wood, Driving Thin Metal into, 247
Wood for Cabinetwork, Storage of, 389
Wood, Groove Cutter for, 45
Wood, Hard, Driving Screws in, 94
Wood, Mechanical Toy Alligator of, 460
Wood, Mechanical Toy Pigeon Made of, 433
Wood Rods, Turning Long, 349
Wood Turning on an Emery Grinder, 402
Wood-Wind Instruments, Repairing, 174
Wood, Working by Application of Heat, 150
Wooden Bullet, Toy Machine Gun Fires, 408
Wooden Disks, Cutting Thin, 16
Wooden Strips, Enameled Armchair Made of, 129
Woods, Birch-Bark Leggings Made of, 421
Woods, Cooking in the, 117
Woodsman’s Log Raft, 185
Woodwork, Gauge for, 252
Workbag in Top, Sewing Stand with, 293
Workbench, Home, Two Simple Vises for, 197
Workbench, Pencil Holder for, 236
Workbench, Placing Miter Box on, 294
Workbench, Wall, Old Table Used as, 440
Working Pile Driver, Small, 215
Working Wood by Application of Heat, 150
Workshop Seat, Combination, 370
Worn Talking-Machine Needles, Uses for, 329
Woven-Reed Footstool, 255
Woven Reed Furniture, 261, 269
Wrap Papers, Proper Way for Mailing, 44
Wrench, Fountain-Pen, 273
Wrist, Blotter Attached to Saves Time, 295
Writing and Drawing Pad, Cardboard, 130
Writing Desk, Combination Bookcase and, 316
Writing, Homemade Device Aids Blind Person, 438
Writing on a Moving Train, 228
Writing, Simple Machine for Transmitting, 442
X-Ray Lens, Feather as, 412
Yardstick on Tool Rack, 417
 Transcriber’s Notes

The language used in this text is that of the sourcce

document; changes to the text are listed below.
Depending on the hard- and software and their
settings used to read this text not all elements
may display as intended; many images may be
enlarged by opening them in a new window or tab.
Page 32, ... an angle of about 2°: possibly an error
for ... an angle of about 20° (which is the angle in
the illustration).
Page 113, illustration top right (Food Bags): Fut and
Ergswurst may be errors for Fat and Erbswurst
(pea sausage).
Page 262, ... in Fig. 9, illustrating an article on
“Taborets and Small Tables for the Summer
Veranda,” page 155, July, 1916 ...: an article with
this title (presumably the one referred to) is
present in this book on page 269.
Changes made
Illustrations have been moved out of text
paragraphs.
Minor obvious typographical errors have been
corrected silently.
Text in a dotted box has been transcribed from the
accompanying illustration, and does not appear as
part of the text in the source document.
Some entries in the table of contents have been
corrected to conform to the spelling used in the
text.
In some of the illustrations feet or misprinted inch
symbols (′) have been changed to inch symbols (″)
when necessary.
On several pages the first letter of the main article
has been replaced with a large capital, as in
similar articles in the book.
Page 29: Fig 7 has been rotated 90°.
Page 89: ... directly from the canoe, or part, to be
fitted, whenever convenient ... changed to ...
directly from the canoe, or part to be fitted,
whenever convenient ....
Page 94: illustration Ice Creeper turned upside-
down.
Page 213: ... a wear and noise-proof bearing ...
changed to ... a wear- and noise-proof bearing ....
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