The CRM handbook : a business guide to customer relationship management
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 - Kevin Bubeck, Director, North America Information Strategy, Coca-Cola
xxiv, 307 pages : illustrations ; 24 cm.
9780201730623, 0201730626
46937695
Part two : 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