This book focuses on the quantitative tools necessary for effective customer relationship management. It reviews a customer relationship management (CRM) system, introducing key concepts and metrics needed to understand and implement CRM models. To explore the functioning of CRM models, the book provides case studies and detailed coverage of five CRM models: customer acquisition, customer retention, customer acquisition and retention, customer churn, and customer win back. Geared to beginners and specialists alike, this is a highly useful resource for anyone with a stake in profitable customer management.