Customer Relationship Management

Customer Relationship Management : Getting It Right!

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This book tells you how to build a successful CRM program. Starting with a brief review of the state of the marketplace as we entered the 21st century, it provides a working definition of CRM and describes the elements of the total customer experience, focusing on the front-end organizations that directly touch the customer. This book shows you how to identify the elements of CRM that are most important for your organization, how to determine your specific requirements and how to implement the infrastructure necessary to support your top priorities. Kincaid has the book organized around a process that can be used to achieve real results. Readers will immediately benefit from having a clearer understanding of the scope and limits of what they can expect from a CRM program and from having a clear set of process steps that will help them begin their CRM implementation journey.
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Product details

  • Paperback | 512 pages
  • 175.26 x 228.6 x 33.02mm | 748.42g
  • Pearson Education (US)
  • Prentice Hall
  • Upper Saddle River, United States
  • English
  • 013035211X
  • 9780130352118
  • 2,088,413

About Judith W. Kincaid

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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Back cover copy

Build a winning CRM programone 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 startedand get results. Developing realistic strategic plans and roadmaps customized to your organizationGetting started fast, and iterating small steps to powerful successAddressing all customer touchpoints: Web, e-mail, call centers, direct mail, sales contacts, tech support, and moreEstablishing realistic expectations and metricsTranslating your CRM objectives into essential organizational changesDesigning integrated customer databases and infrastructureUnderstanding the crucial interactions between the technical and management aspects of CRM "
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Table of contents

(NOTE: Each chapter concludes with Questions for Reflection.)Preface. Acknowledgments. I. CRM: IS IT RIGHT FOR YOUR COMPANY? 1. Commerce in the 21st Century. Understanding the Landscape. Defining "Customer Loyalty". Loyalty in the New Marketplace. Building and Managing Relationships in the New Marketplace.2. The Case for Customer Relationship Management. Understanding Common CRM Obstacles. Seeing the Total Customer Experience. Defining Customer Experience Management. Ensuring Customer Loyalty. Defining Customer Relationship Management.3. What Is CRM? Defining "CRM". Defining CRM Concepts. Understanding the Goal of CRM. Using Customer Touch Points. Deciding Who Should Lead the CRM Functions. Creating a New Role for Marketing.4. e-CRM-What's the Difference? Merging CRM and the Internet. Delivering CRM On and Off the Internet. Recognizing Barriers to Internet Adoption.II. CRM: PLANNING IT RIGHT. 5. Understanding the Method. Understanding the Formality of CRM. Developing Your CRM Strategy. Building a CRM Component. Analyzing and Segmenting Customers. Taking It to Your Customers. Getting Ready for the Next Project.6. Get Ready: Avoiding Common Barriers. Creating a CRM Culture. Creating Realistic Expectations. Building an Operational Infrastructure.7. Get Set: Organizing for Success. Defining the Organizational Scope. Bridging Organizational Gaps. Marrying Organization and Governance. Garnering Leadership's Support. Adding Adjunct Team Members (Consultants and Contractors).8. Go!Developing Your CRM Strategy. Answering the Three Key Questions. Using Strategic Planning Tools. Collecting Data. Assessing Findings. Creating a Strategic Proposal.9. Launching a Project. Choosing the Right Project. Deciding What Needs to Be Done. Determining Component Scope. Winning and Keeping Support.III. CRM: BUILDING IT RIGHT. 10. Building Infrastructure Components. Following the Steps to Building Infrastructure. Gathering Business Requirements. Analyzing and Designing Components. Constructing a Solution. Putting It All Together.11. Understanding the Information Component. Understanding Data and Information: What does it all mean? Following Information Engineering Steps. Integrating Your Databases (The Information Gold Mine).12. Understanding the Process Component. Process, Schmocess-What Are We Talking About? Following Process Engineering Steps. Choosing Process Automation Software.13. Understanding the Technology Component. Understanding the Technology...That's the IT Department's Job, Right? Following the Technology Engineering Steps. Making Technology Decisions.14. Understanding the People Component. Engineering People? Following Change Engineering Steps. Moving Forward: Beware of Black Holes.15. Managing the Project. Beginning the Development Project. Controlling the Project. Finishing the Development Project.IV. CRM: USING IT RIGHT. 16. Integrating Components. Transitioning From Inside to Outside Work. Integrating the Information Component. Combining Process, Technology, and People.17. Finding the "Right" Customers. Creating a Customer Profile. Knowing Your Customers. Getting Down and Dirty with the Data. Segmenting Customers. Targeting Customers. Understanding the Tools.18. Delivering the Customer Offer. Delivering the Offer. Designing the Offer. Preparing the Offer Message(s). Presenting the Offer. "Doing" CRM On and Off the Web.19. Evaluating Project Results. Evaluating Performance Metrics. Understanding Value Metrics. Reviewing and Tuning Your Strategy.V. CRM: KEEPING IT RIGHT. 20. Managing Quality Information As a Company Asset. Understanding Information Quality-Why Bother? Identifying Data Quality Issues. Planning Information Quality. Getting Information Quality. Using Tools to Manage Data. Owning Data Versus Responsibility for Data.21. Designing Quality Systems for a Competitive Advantage. Understanding System Quality? Identifying System Quality Issues. Planning System Quality. Getting System Quality. Understanding Why Web-Based Systems Are the Most Demanding.22. Customer Privacy: Seize Your Opportunity. Why Should You Care? What Is Privacy? What Do the Five Elements of Privacy Mean to You? Writing Your Online Statement. Managing the Balance between Self-regulation and Legislation. Getting Started Now.23. CRM: You Got It, Right? Knowing Your Company's CRM Goals. Knowing What a Successful CRM Program Looks Like. Knowing How You're Going to Get There. Knowing What It Takes to Achieve Success. Knowing How to Get Started. So Where Will CRM Go from Here?Appendix A. Glossary of Terms. Appendix B. Tools and Templates. Appendix C. Self-Assessments. Appendix D. Information: The Raw Material of CRM. Index.
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