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CRM Handbook, The: A Business Guide to Customer Relationship Management
- By Jill Dych¿
- Published Aug 9, 2001 by Addison-Wesley Professional.
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Description
- Copyright 2002
- Edition: 1st
- eBook (Watermarked)
- ISBN-10: 0-13-265127-0
- ISBN-13: 978-0-13-265127-1
To compete in today's competitive marketplace, customer focus is no longer simply nice to have—it's a fundamental mandate. This book is a manager's best friend, providing both a primer and a how-to guide to defining and implementing Customer Relationship Management. It shows you:
- The various roles CRM plays in business, and why it's more important than ever
- The range of CRM applications and uses, from sales force automation to campaign management to e-CRM and beyond
- The context of some of the popular CRM buzzwords
- The differences between CRM and business intelligence, and why they're symbiotic
- Why the customer-relationship failure rate is so high, and how to avoid becoming another CRM statistic
- Case studies of visionary companies who've done CRM the right way
“We read this book at a time when we were relooking at our customer information strategy. One of the first things I had to do was ban the term ‘CRM’ from the project because of the vendor and industry hype and the confusion it created within the team. Jill’s book provides a strategic look at the topic from both a business and IT perspective. The insights she provides allowed me to focus on the strategic issues planning an enterprise-wide, customer-focused solution. And yes we are once again using the term ‘CRM’.”
—Kevin Bubeck, Director, North America Information Strategy, Coca-Cola“Jill is one of the few people who has been at the forefront of every stage of CRM development, from the early days of data warehousing, through business re-engineering, to sales force automation and e-CRM. This makes her uniquely qualified to write about how it should all come together. The reader will be rewarded with advice drawn from real-world experience—both successes and failures. I shudder to think at the dollars that have been wasted over the years on CRM projects and how much will be wasted in the future by executives who won't read The CRM Handbook.”
—Brian Hoover, President, TouchScape™ Corporation
“The CRM Handbook provides an outstanding roadmap for putting human contact—relevant, accurate, informed human contact—back at the heart of the business-customer relationship. That's the challenge and the sole goal of Customer Relationship Management.”
—Charles D. Morgan, CEO and Company Leader, Axiom Corporation
“Jill Dyché has produced a wide-screen, comprehensive picture of CRM that also focuses on key issues that matter to CRM users. This book is written for those who are time-constrained and quick on the uptake—everyone from the CEO to the marketers and technologists who will evaluate, implement, and benefit from CRM initiatives.”
—Peter Heffring, President, CRM Division, NCR Teradata
“Jill has masterfully compiled scenarios, resources, references, definitions, and insightful recommendations about how to remain customer-focused across the enterprise functions. The book can be used as an educational tool, reference guide, and resource for short-listing technologies to evaluate.”
—John Earle, President, Chant Inc.
Sample Content
Table of Contents
Acknowledgments.
About the Author.
Introduction.
I. DEFINING CRM.
1. 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.
2. 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.
3. 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.
4. 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.
5. CRM in e-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.
6. 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.
II. DELIVERING CRM.
7. 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.
8. 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.
9. 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.
10. 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.