CRM Handbook A Business Guide to Customer Relationship Management

ISBN-10: 0201730626
ISBN-13: 9780201730623
Edition: 2002
Authors: Jill Dych�
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Description: To compete effectively, today's organizations seek to become customer-focused, not product-focused. Customer Relationship Management (CRM) technology promises to help your enterprise do just that -- but implementing CRM presents unprecedented  More...

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Book details

List price: $69.99
Copyright year: 2002
Publisher: Addison Wesley Professional
Publication date: 8/9/2001
Binding: Paperback
Pages: 336
Size: 7.25" wide x 9.00" long x 0.50" tall
Weight: 1.144
Language: English

To compete effectively, today's organizations seek to become customer-focused, not product-focused. Customer Relationship Management (CRM) technology promises to help your enterprise do just that -- but implementing CRM presents unprecedented challenges throughout the organization. In The CRM Handbook, leading CRM expert Jill Dych concise, to-the-point best practices for making CRM work. Jill Dych begins by introducing CRM's value proposition, and demonstrating how it can significantly enhance the customer's experience. She explains why customer service is central to most CRM deployments, and provides benchmarks you can compare each of your customer touchpoints against. Dych shows how CRM goes beyond managing customer leads to sharing customer knowledge; how CRM changes the customer's role in B2B and B2C supply chains; and how to use new "analytical CRM" techniques to make smarter strategic decisions. The CRM Handbook contains extensive coverage of planning and deploying CRM, including gauging complexity, choosing tools and vendors, staffing CRM projects, overcoming implementation roadblocks, and much more. An essential resource for every manager involved with -- or considering -- a CRM implementation.

Acknowledgments
About the Author
Introduction
Defining CRM
Hello, Goodbye: The New Spin on Customer Loyalty
The Cost of Acquiring Customers
From Customer Acquisition to Customer Loyalty
... to Optimizing the Customer Experience
How the Internet Changed the Rules
What's In a Name?
CRM and Business Intelligence
The Manager's Bottom Line
CRM in Marketing
From Product to Customer: A Marketing Retrospective
Target Marketing
Relationship Marketing and One-to-One
Campaign Management
CRM Marketing Initiatives
Cross-Selling and Up-Selling
Customer Retention
Behavior Prediction
Customer Profitability and Value Modeling
Channel Optimization
Personalization
Event-Based Marketing
Customer Privacy--One-to-One's Saboteur?
A Marketing Automation Checklist for Success
Case Study: Eddie Bauer
What They Did
The Challenges
Good Advice
The Golden Nugget
The Manager's Bottom Line
CRM and Customer Service
The Call Center and Customer Care
The Contact Center Gets Automated
Call Routing
Contact Center Sales Support
Web-based Self-Service
Customer Satisfaction Measurement
Call-Scripting
Cyberagents
Workforce Management
A Customer Service Checklist for Success
Case Study: Juniper Bank
What They Did
The Challenges
Good Advice
The Golden Nugget
The Manager's Bottom Line
Sales Force Automation
Sales Force Automation: The Cradle of CRM
Today's SFA
Sales Process/Activity Management
Sales and Territory Management
Contact Management
Lead Management
Configuration Support
Knowledge Management
SFA and Mobile CRM
From Client/Server to the Web
SFA Goes Mobile
Field Force Automation
An SFA Checklist for Success
Case Study: Hewlett Packard
What They Did
The Challenges
Good Advice
The Golden Nugget
The Manager's Bottom Line
Crimine-Business
eCRM Evolving
Multichannel CRM
CRM in B2B
Enterprise Resource Planning
Supply Chain Management
Supplier Relationship Management
Partner Relationship Management
An e-Business Checklist for Success
The Manager's Bottom Line
Analytical Crm
The Case for Integrated Data
A Single Version of the Customer Truth
CRM and the Data Warehouse
Enterprise CRM Comes Home to Roost
The Major Types of Data Analysis
OLAP
Where Theory Meets Practice: Data Mining in CRM
Clickstream Analysis
Personalization and Collaborative Filtering
An Analysis Checklist for Success
Case Study: Union Bank of Norway
What They Did
The Challenges
Good Advice
The Golden Nugget
The Manager's Bottom Line
Delivering CRM
Planning Your CRM Program
Defining CRM Success
From Operational to Enterprise: An Implementation Scenario
Determining CRM Complexity
Preparing the CRM Business Plan
Defining CRM Requirements
Cost-Justifying CRM
Understanding Business Processes
BPR Redux: Modeling Customer Interactions
Analyzing Your Business Processes
Case Study: Verizon
What They Did
The Challenges
Good Advice
The Golden Nugget
A CRM Readiness Checklist for Success
The Manager's Bottom Line
Choosing Your CRM Tool
Maintaining a Customer Focus: Requirements-Driven Product Selection
Defining CRM Functionality
Narrowing Down the Technology Choices
Defining Technical Requirements
Talking to CRM Vendors
Negotiating Price
Checking References
Other Development Approaches
Homegrown CRM
Using an ASP
A CRM Tool Selection Checklist for Success
CASE STUDY: Harrah's Entertainment
What They Did
The Challenges
Good Advice
The Golden Nugget
The Manager's Bottom Line
Managing Your CRM Project
A Pre-Implementation Checklist
The CRM Development Team
CRM Implementation
Scoping and Prioritizing CRM Projects
A CRM Implementation Roadmap
Business Planning
Architecture and Design
Technology Selection
Development
Delivery
Measurement
Putting the Projects Together
A CRM Implementation Checklist ... for Failure
The Manager's Bottom Line
Your CRM Future
Making the Pitch: Selling CRM Internally
CRM Roadblocks
The Four Ps
Process
Perception
Privacy
Politics
Other CRM Saboteurs
Lack of CRM Integration
Poor Organizational Planning
Demanding Customers
Customer Service That's Really Bad
Looking Toward the Future
The Customer as SME
The Rise of Intermediaries
Digital and Broadband Revolutionize Advertising
The Threat and Promise of Customer Communities
CRM Goes Global
The Coming CRM Backlash?
The Manager's Bottom Line
Further Reading
Glossary

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