CRM Transformation: Transforming Marketing, Sales and Service is a thought-leadership initiative that provides fresh insights and practical guidance in the rapidly changing landscape of Customer Relationship Management. Montgomery Research launched the project in 2000 with key sponsorship from Accenture as a decision-support tool for senior executives who want to maximize the value of their CRM programs. The project includes a boardroom-quality journal and an interactive online resource.

Successful customer relationship management requires the marketing, sales and service agility of a star athlete to enable today’s businesses to outpace their competitors in the race for customers. This year’s publication, the seventh CRM book produced by the two companies, presents new game-changing maneuvers in marketing, sales and service that can help high-performing companies deliver the consistently satisfying experiences that win and keep customers.

CRM Transformation features new essays from leading practitioners, consultants, researchers, and solution providers. The authors explain how to adopt a new mindset and approach to customer relationships, and they provide in-depth analysis on topics such as new software selection models, managing the customer experience, maintaining a more reliable database, improving service operations, fostering customer loyalty, embracing the characteristics of high-performance marketing and other related subjects.