Customer Relationship Management: Getting it Right!
Build a winning CRM program--one step at a time.
This book presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. The former Director of HP's enterprise-wide CRM initiative shows how to identify the elements of CRM most crucial to your organization, then implement infrastructure to deliver on your key priorities, whatever they are. Through real-world case studies drawing on her extensive experience as a CRM leader and consultant, Judith W. Kincaid addresses both the managerial and technical challenges of CRM. Kincaid's authoritative process examples and detailed templates make it easier to get started--and get results.
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Commerce in the 21st Century
The Case for Customer Relationship Management
What Is CRM?
eCRMWhats the Difference?
Planning It Right
Avoiding Common Barriers
Organizing for Success
Go Developing Your CRM Strategy
Managing the Project
Finding the Right Customers
Delivering the Customer Offer
Evaluating Project Results
Managing Quality Information As a Company Asset
Designing Quality Systems for
Seize Your Opportunity
Launching a Project
Building It Right
Understanding the Information Component
Understanding the Process Component
Understanding the Technology Component
Understanding the People Component