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Practical Guide to CRM: Building More Profitable Customer Relationships [Pehme köide]

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  • Formaat: Paperback / softback, 304 pages, kõrgus x laius: 229x152 mm, kaal: 560 g
  • Ilmumisaeg: 05-Feb-2002
  • Kirjastus: CMP Books
  • ISBN-10: 1578201020
  • ISBN-13: 9781578201020
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Practical Guide to CRM: Building More Profitable Customer RelationshipsSuurem pilt
  • Formaat: Paperback / softback, 304 pages, kõrgus x laius: 229x152 mm, kaal: 560 g
  • Ilmumisaeg: 05-Feb-2002
  • Kirjastus: CMP Books
  • ISBN-10: 1578201020
  • ISBN-13: 9781578201020
Teised raamatud teemal:
Püsilink: https://www.kriso.ee/db/9781578201020.html
Märksõnad:
In today's global economy the customer has more and better choices than ever before, bringing on one of the biggest challenges the business community faces today - customer loyalty and retention. To thrive in today's customer-driven economy a company need

This book explores how to use CRM to integrate all channels and media of customer contact from the Internet through field sales into one system, and how to link CRM tools with sales partners both up and down the supply chain. The emphasis is on knowing the customers and focusing on their needs, in order to to better deploy resources and achieve lower costs, higher revenue, and increased customer loyalty.

In today's global economy the customer has more and better choices than ever before, bringing on one of the biggest challenges the business community faces today - customer loyalty and retention. To thrive in today's customer-driven economy a company need
Acknowledgments
Preface
Section I: Determining the Need for CRM
What is CRM?
001(12)
A Different Corporate Culture
002(4)
The Objectives
003(2)
The Customer
005(1)
The Internet's Influence
006(1)
CRM Architecture
006(2)
The One-to-One Philosophy
008(3)
In Summary
011(2)
The Evaluation Process
013(10)
The CRM Team
013(1)
Determine the Objective(s)
014(1)
Perform a Needs Analysis
015(2)
The Customer's Perspective
016(1)
The Prospects of Success
017(2)
What's the Best Strategy
019(1)
Cost Considerations
020(2)
In Summary
022(1)
Preparing a Business Case
023(8)
The Construction Process
025(5)
Costs
026(1)
Return on Investment
026(2)
Measure the Benefits
028(1)
Discuss the Risks
029(1)
In Summary
030(1)
Section II: The Strategy Process
Creating the CRM Strategy
031(18)
Where to Begin
033(2)
Finding a Strategy that Fits
034(1)
Understanding the Technology
035(7)
Managing Data
037(2)
Features and Functionality
039(3)
The Road to Success
042(3)
Actionable Planning
043(2)
Delivering Customer-centric Functionality
045(1)
Avoiding Potential Land Mines
045(1)
Key Strategy Issues
046(1)
In Summary
047(2)
A Program of Projects
049(10)
Project Management
052(2)
The Project Manager
052(1)
The Project Plan
053(1)
Program Management
054(3)
The Program Manager Skillset
054(1)
The Program Manager's Responsibilities
055(1)
The Program Management Plan
056(1)
Corporate Oversight and Control
057(1)
In Summary
057(2)
The People Factor
059(8)
Managing the Changes
060(2)
Management Buy-in
061(1)
Communicate
062(1)
Training, and More Training
062(1)
A ``Change Management'' Plan
063(3)
Spreading the Message
064(1)
Change Impact and Adoption Strategy
064(1)
Employee Buy-in
065(1)
Collaboration
065(1)
Acceleration
066(1)
In Summary
066(1)
Increasing Customer Loyalty
067(10)
The Reality
068(1)
The Problems
069(2)
Differential Difficulties
069(1)
Customer Service
069(1)
Inadequate Customer Tracking
070(1)
Wrong Customer Focus
070(1)
The Fix
071(4)
A Customer Loyalty Program
071(1)
Create a Customer-focused Environment
072(1)
Institute a Cultural Change
073(1)
The People Factor
074(1)
Benefits
075(1)
In Summary
076(1)
Know Thy Customer
077(12)
Assessing the Customer Base
079(2)
Identity
079(1)
Loyalty
080(1)
Value Quotient
081(1)
Satisfaction
081(1)
The Results
081(1)
Cutomer's Roles
081(3)
The Prospect
082(1)
The Account
082(1)
The Business Partner
083(1)
The E-customer
083(1)
The Company Asset
083(1)
The Customer Experience
084(2)
Using Data Wisely
085(1)
The Customer's Perspective
086(1)
In Summary
087(2)
Section III: Technology
The Many Flavors of CRM - An Overview
089(12)
The History
090(1)
Current Events
091(1)
The Choices
092(4)
Operational
094(1)
Analytical
095(1)
Collaborative
095(1)
Vertical Options
096(1)
Technology in Evolution
096(1)
Software Selection
097(1)
Hosted Solution
098(1)
In Summary
099(2)
Marketing
101(18)
CRM to the Rescue
101(4)
How It Works
102(2)
Coordination is Key
104(1)
Marketing Automation
105(8)
The Sales Connection
106(1)
Database Marketing
107(1)
Direct Marketing
108(1)
Interactive Direct Marketing
109(1)
E-marketing
110(3)
Closed-loop Sytems
113(1)
Finding the Right Fit
113(2)
Something Old, Something New
115(1)
Benefits
115(1)
In Summary
116(3)
Sales
119(20)
Planning
120(3)
The Customer Life Cycle
121(2)
Sales Automation Choices
123(12)
The Communications Infrastructure
124(1)
Tools for the Sales Professional
124(7)
Automating the Sales Manager
131(4)
Vertical Solutions
135(1)
The Human Element
135(2)
Motivate Don't Mandate
136(1)
All Employees Aren't Equal
137(1)
Benefits
137(1)
In Summary
138(1)
The Call Center Evolution
139(30)
The Stampede to CRM
139(4)
The Bounce Syndrome
140(1)
``At Risk'' Customers
141(1)
Improving the Customer Experience
142(1)
CRM and Traditional Call Center Architecture
143(1)
The Time is Right
143(1)
Metrics Win the Day
144(1)
Haste Makes Waste
144(1)
Evaluating CRM Systems
145(16)
A Blended Center
146(2)
Cross- and Up-selling
148(1)
Data Management, Reporting and Analysis
148(4)
Computer Telephony Integration (CTI)
152(2)
Multiple Channel Capabilities
154(4)
Document Generators
158(1)
Campaign Management
158(1)
Knowledge Management
159(1)
Workflow Management
160(1)
Call Center Management
160(1)
Other Considerations
161(1)
Field Service
161(4)
Minimum Criteria
162(1)
Wireless
162(2)
Advantages
164(1)
Integration
164(1)
Call Center Staffing
165(1)
Costs and Benefits
165(2)
In Summary
167(2)
The Importance of Data
169(18)
The Customer Data Architecture
172(2)
The Data Storehouse
174(5)
A New Data Architecture
175(1)
MetaData
176(1)
Data Cleansing
176(3)
Data Access and Analysis Tools
179(1)
Data Mining Tools
179(4)
The Web
183(1)
Managing Data in the Mid-sized Business
183(1)
Knowledge Management
184(1)
Customer Intelligence
185(1)
In Summary
185(2)
Hosted Solutions
187(18)
What is a Hosted Solution?
187(1)
Acronym Alphabet Soup
188(2)
Why use a Hosted Solution?
190(3)
Costs
192(1)
Implementation
192(1)
Limitations
193(1)
Advantages
193(1)
Differences between Hosted Solution Models
193(3)
Application Specific
193(1)
Tailored Solution
194(1)
Vendor Specific
194(1)
Menu of Solutions
194(1)
Vertical Solution
195(1)
End-to-End Solution
195(1)
Business Solution Provider
195(1)
Benefits
196(1)
Time-to-Benefit
196(1)
IT Skillsets
196(1)
The Sweet Spot
197(1)
Web
197(1)
The Concerns
197(1)
Trade-offs
198(1)
The Decision Process
199(3)
Due Diligence
199(3)
Integration Woes
202(1)
Time
203(1)
Costs
203(1)
In Summary
204(1)
Partnering for Success
205(16)
How to Find a Tech Partner
206(1)
Consultants
206(4)
Why Hire a Consultant?
207(2)
What to Avoid?
209(1)
Consultants' Wrap-up
210(1)
Systems Integrators
210(5)
How to Find the Best Fit
212(1)
Advice from the ``Horse's'' Mouth
213(1)
What to Expect?
214(1)
Systems Integrators' Wrap-up
215(1)
The Selection Process
215(4)
Determine Need
215(1)
Qualifications
216(1)
The RFP
216(1)
The Interview
217(1)
Due Diligence
218(1)
The Contract
218(1)
Work Plan
219(1)
In Summary
219(2)
The Vendor Selection Process
221(22)
Understand the Vendor Community
222(2)
Verticals
223(1)
Vendor Selection
224(5)
Selection Criteria
225(1)
Define the Need
225(1)
Narrow the Field
226(1)
The Short-List
227(2)
Request for Proposal
229(8)
RFP Committee
230(1)
Criteria
230(1)
An Example RFP
231(6)
Pre- and Post-RFP Tasks
237(1)
Legalese
237(1)
And the Winner Is...
237(3)
Costs
238(1)
Vendor's Vision
238(1)
Due Diligence
239(1)
Negotiations
240(1)
Paperwork
240(1)
In Summary
241(2)
Implementation and Deployment
243(24)
Implementation Philosophy
244(1)
The Implementation and Deployment Plan (I&D Plan)
244(10)
The Implementation Team
245(1)
The Systems Migration Plan
245(2)
Process Re-engineering
247(4)
Moving Foreward
251(1)
Finalizing the I&D Plan
251(3)
Middleware
254(3)
CRM Needs Middleware
255(2)
Enterprise Application Integration (EAI)
257(1)
Avoiding the Pitfalls
257(3)
Front-office/Back-office
258(1)
The Channel Conundrum
258(1)
An Amalgam
259(1)
Testing
259(1)
Security
260(1)
CRM Ups the Security Risk
260(1)
Final Deployment
261(1)
Training
261(1)
Post-Implementation
262(2)
Post-Implementation Team
262(1)
Documentation
263(1)
Support
263(1)
Maintenance
264(1)
Costs
264(1)
In Summary
265(2)
Some Parting Advice 267(2)
Glossary 269(18)
Index of Figures 287
Janice Reynolds is a writer, editor, speaker, and consultant in information technology and the Internet/intranet. Prior to starting her own consulting firm in 1995, Ms. Reynolds was the litigation manager of a large New York City law firm. She is the author of The Complete E-Commerce Book . She has edited numerous technical books and led several e-commerce development teams. Ms. Reynolds provides advice to numerous budding entrepreneurs as the 'E-commerce Expert' on Allbusiness.com. She also consults with established companies concerning their technical needs.