Customer Relationship Management: Getting it Right!

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Prentice Hall Professional, 2003 - Business & Economics - 480 pages

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.

  • Developing realistic strategic plans and roadmaps customized to your organization
  • Getting started fast, and iterating small steps to powerful success
  • Addressing all customer touchpoints: Web, e-mail, call centers, direct mail, sales contacts, tech support, and more
  • Establishing realistic expectations and metrics
  • Translating your CRM objectives into essential organizational changes
  • Designing integrated customer databases and infrastructure
  • Understanding the crucial interactions between the technical and management aspects of CRM
 

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Contents

Commerce in the 21st Century
3
The Case for Customer Relationship Management
17
What Is CRM?
39
eCRMWhats the Difference?
57
Understanding the Method
71
Avoiding Common Barriers
87
Organizing for Success
97
Go Developing Your CRM Strategy
117
Managing the Project
257
Integrating Components
273
Finding the Right Customers
287
XVI
309
Evaluating Project Results
325
Keeping It Right
333
Designing Quality Systems for
363
Seize Your Opportunity
375

Launching a Project
151
Building It Right
173
Understanding the Information Component
187
Understanding the Process Component
211
Understanding the Technology Component
227
xlv
244
You Got It Right?
389
Appendix A Glossary of Terms
403
SelfAssessments
425
The Raw Material of CRM
435
Index
465
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About the author (2003)

JUDITH W. KINCAID is President of JK Associates LLC, a consulting firm specializing in CRM and CRM strategy. Before founding JK Associates, she served as Director, Customer Relationship Management Services at Hewlett-Packard. There, she was responsible for setting the strategic direction for B2B and consumer CRM Services within HP; ensuring that customer perspectives were fully reflected in HP's CRM programs; designing, building, and managing common CRM infrastructure components; and developing and managing HP's Customer Privacy Program.

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