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