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The CRM Handbook A Business Guide to Customer Relationship Management 1st Edition by Jill Dyche ISBN 0201730626 9780201730623

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Product details:

ISBN 10:   0201730626
ISBN 13: 978-0201730623
Author:   Jill Dyché 

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

The CRM Handbook A Business Guide to Customer Relationship Management 1st  Table of contents:

I. DEFINING CRM.

1. Hello, Goodbye: The New Spin on Customer Loyalty.

The Cost of Acquiring Customers.

From Customer Acquisition to Customer Loyalty.

2. CRM in Marketing.

From Product to Customer: A Marketing Retrospective.

Target Marketing.

Relationship Marketing and One-to-One.

Campaign Management.

3. CRM and Customer Service.

The Call Center and Customer Care.

The Contact Center Gets Automated.

Call Routing.

Contact Center Sales Support.

Web-based Self-Service.

Customer Satisfaction Measurement.

4. Sales Force Automation.

Sales Force Automation: The Cradle of CRM.

Today’s SFA.

Sales Process/Activity Management.

Sales and Territory Management.

Contact Management.

5. CRM in e-Business.

eCRM Evolving.

Multichannel CRM.

CRM in B2B.

Enterprise Resource Planning.

Supply Chain Management.

Supplier Relationship Management.

6. Analytical CRM.

The Case for Integrated Data.

A Single Version of the Customer Truth.

CRM and the Data Warehouse.

Enterprise CRM Comes Home to Roost.

The Major Types of Data Analysis.

II. DELIVERING CRM.

7. 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.

8. 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.

9. Managing Your CRM Project

A Pre-Implementation Checklist.

The CRM Development Team.

CRM Implementation.

Scoping and Prioritizing CRM Projects.

A CRM Implementation Roadmap.

10. Your CRM Future.

Making the Pitch: Selling CRM Internally.

CRM Roadblocks.

The Four Ps.

Process.

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