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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Contents
The Case for Customer Relationship Management | 17 |
What Is CRM? | 39 |
eCRMWhats the Difference? | 57 |
Planning It Right | 69 |
X | 84 |
Organizing for Success | 97 |
Go Developing Your CRM Strategy | 117 |
Launching a Project | 151 |
Using It Right | 271 |
Finding the Right Customers | 287 |
Delivering the Customer Offer | 309 |
Evaluating Project Results | 326 |
Keeping It Right | 333 |
Designing Quality Systems for | 363 |
Seize Your Opportunity | 375 |
You Got It Right? | 389 |
Building It Right | 173 |
Understanding the Information Component | 187 |
Understanding the Process Component | 211 |
71 | 222 |
Understanding the Technology Component | 227 |
Understanding the People Component | 245 |
Managing the Project | 257 |
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Common terms and phrases
asset attributes automation behavior build business functions call center Chapter communication company's component cost create critical CRM project Customer Company customer experience customer information Customer Relationship Management customer relationships customer segments Customer Value Proposition customer's cycle data classes data element names data hygiene data quality data warehouse Database Marketing decisions defined definition deliver Designer's View develop e-mail El Cid employees entity expectations Figure focus FURPS goals HP-UX identified impact important Information Technology infrastructure Installed Product integration interactions internal interviews Internet inventory issues Know Your Customers look marketplace measure offer organization organizational person project manager project team purchase questions requirements responsible sales rep scope shown in Table solution specific sponsor step strategic planning target customers team members Telesales tion tomer touch points understand Valencia project XYZ's
References to this book
Destination Marketing: An Integrated Marketing Communication Approach Steven Pike No preview available - 2008 |