In CRM Automation, one of the world's leading CRM implementers gives business and technical decision-makers the hands-on guidance they've been searching for. Drawing on his experience with over 300 enterprise-class deployments, CRM Magazine columnist Barton Goldenberg offers a start-to-finish implementation blueprint that encompasses every area of the business that touches the customer: marketing, sales, customer service, field support, and beyond. Goldenberg starts with a clear, useful overview of CRM's goals, and the key "people, process, and support" elements associated with successful deployments. You'll walk through customizing a CRM strategy for your enterprise and evaluating today's latest CRM technologies; reviewing your existing customer-related business processes; identifying goals; and more. Goldenberg next offers a detailed 10-step blueprint for effective CRM, covering software selection, specifications, vendor choice, project management, implementation challenges, training, support, system administration, and more. He demonstrates how CRM can be used to promote e-Business, e-Services, and e-Marketing; how to cleanse customer data and integrate CRM with knowledge management systems; how to leverage ASPs to solve CRM problems; and much more. The book also includes detailed chapters on security, international deployments, and on CRM's future directions -- as well as a detailed analysis of 15 leading CRM packages.
About the Author.
1. Customer Relationship Management (CRM)—An Overview
Butting Life Cycles. Why the Current Doom and Gloom? Summary.
Components of CRM. Summary.
People. Process. Technology. Integrating People, Process, and Technology. Summary.
The 10-Step Approach to Formulating a Successful CRM Strategy. Summary.
The Eight-Step Process Review Procedure. Summary.
Increased Consolidation and Mergers among CRM Vendors. Increasing Product and Marketing Focus on the Small to Mid-Market Niche. Movement Toward CRM Solutions with Web-Based Architectures. Increased Use of Analytical Tools in CRM Solutions. Increased Integration with GIS in CRM Solutions. Increasing Availability of Customer Lifetime Value Tools. Increased Capability for Lead Management. Increasing Availability of Supply Chain Management Functionality. Summary.
Client/Server to N-Tiered. Portal Architecture. Field Force Automation. Configuration Tools. Wireless Components. XML Is Playing a Major Role. Web Services. Enterprise Application Integration. Application Server/Framework Architecture. ASP-Enabled Applications. Enterprise/Satellite Server Architecture. CRM and CCC Modules. Multilingual/Multicurrency. Graphical Workflow Mapping Tools. Business Intelligence. Summary.
Benefits of CRM. Problems with CRM. Summary.
Step 1: Organize Your Project Management Team. Step 2: Determine the Functions to Automate. Step 3: Gain Top Management Support and Commitment. Step 4: Employ Technology Smartly. Step 5: Secure User Ownership. Step 6: Prototype the System. Step 7: Train Users. Step 8: Motivate Personnel. Step 9: Administrate the System. Step 10: Keep Management Committed. Summary.
I. Executive Summary. II. Financials. III. Recommended Technical Solutions. IV. Key Risks and Mitigating Factors. V. Operational/Organizational Impact. VI. Appendices. Summary.
Avoid the Quick Fix—Do Your Homework. Components of an Effective CRM Software Selection Process.
Business Functional Requirements for Your CRM System. Technical Features Requirements for Your CRM System. User Friendliness/Support Requirements for Your CRM System. Summary.
Writing an RFP. Summary.
The 12-Question Software Vendor Evaluation Test. Summary.
Announce Your CRM Efforts Internally. Carefully Select Your Superuser Group. Manage Your Communications to All CRM Initiative Participants. Keep Your Project Champion Involved. Maintain a Long-Term Systems View. Summary.
Step 1: Prepare for Your CRM Implementation. Step 2: Set Up an Effective CRM Project Management Team. Step 3: Integrate Legacy and Third-Party Information Systems. Step 4: Customize Your CRM System. Step 5: Pilot Your CRM System. Step 6: Roll Out Your CRM System. Step 7: Support Your CRM System. Step 8: Grow Your CRM System. Summary.
Training. Help Desk. Systems Administration. Summary.
What Is E-Business? Where Is E-Business Going? Summary.
Why Is E-Service Important? Who Provides E-Service Solutions? Customer Self-Service. Summary.
Current State of the Art. Benefits of Consistent Customer Service Across Channels. Leading Vendors That Offer Consistent Customer Service Products. Key Issues Related to Consistent Customer Service across Channels. Summary.
The Emergence of E-Marketing. Summary.
What Is Knowledge Management? Developing a Knowledge-Based CCC. Summary.
ASPs: A Brief History. Broad-Based ASPs. Small and Mid-Sized Business ASPs. Specialized CRM ASPs. ASP Conferences. Pricing Model. Things to Consider. Summary.
Addressing Security Weaknesses. Becoming Aware of the Risks. Sizing Up the Situation. Developing the Security Policy. Summary.
Introduction. Lessons Learned. Summary.
Similarities Between U.S. and International CRM Implementations. Differences Between U.S. and International CRM Implementations. Summary.
Increased Executive Attention. Customer Contact Centers and Self-Service. E-Customers (B2B). Supply Chain Integration. The Real-Time Enterprise. XML, Wireless, and Voice Recognition Technologies. Integration of CRM, E-CRM, and M-CRM Applications. Thin Client Applications. Metrics. Implementation. Security and Privacy. People, Process, and Technology. Summary.
Publications. Trade Shows/Conferences. Web Sites and Web Forums. Research Companies. Support/Training References.
CRM Software Applications. CRM Software Vendors. Pricing.
It is with great pleasure that I introduce the first edition of CRM Automation. Over the past 17 years, I have had the pleasure of working with more than 300 enterprise-class customer relationship management (CRM) deployments. This book attempts to share the lessons learned.
The book contains 27 chapters that include:
Many individuals who purchase this book are also considering buying a CRM software package. To obtain comparative, extensive reviews of ISM's Top 30 winners, each of which has been evaluated against 166 business functions, technical features, and user friendliness/support criteria, I strongly encourage you to follow the simple instructions listed on the tearout card at the back of this book. You will be instructed to log onto ISM's Web site, www.ismguide.com, put in an access code PH2, which will provide you direct access to purchase a paper or electronic version of our 2002 CRM Software Reviews product. You will be able to purchase one, three, the Top 15, or all Top 30 review(s).
Please note that ISM's Top 30 software selections have been chosen as a result of testing dozens of CRM software packages currently sold worldwide. Each Top 30 software evaluation, which tests the vendor's latest commercially available release, lasts between one to three days in ISM's Software Testing Laboratory in Bethesda, Maryland. Fifteen of the Top 30 packages get designated to ISM's "Top 15" list. When you purchase a paper or electronic version of our 2002 CRM Software Reviews product, you also will receive full contact information for the winners.
Here are my best wishes that CRM Automation assists you in your CRM automation efforts.
President & Founder