The Crm Handbook: A Business Guide to Customer Relationship Management

Acknowledgments. About the Author. Introduction. I. DEFINING CRM. 1. Hello, Goodbye: The New Spin on Customer Loyalty. The Cost of Acquiring Customers. From Customer Acquisition to Customer Loyalty. to Optimizing the Customer Experience. How the Internet Changed the Rules. What's In a Name? CRM and Business Intelligence. The Manager's Bottom Line. 2. CRM in Marketing. From Product to Customer: A Marketing Retrospective. Target Marketing. Relationship Marketing and One-to-One. Campaign Management. CRM Marketing Initiatives. Cross-Selling and Up-Selling. Customer Retention. Behavior Prediction. Customer Profitability and Value Modeling. Channel Optimization. Personalization. Event-Based Marketing. Customer Privacy--One-to-One's Saboteur? A Marketing Automation Checklist for Success. CASE STUDY: Eddie Bauer. What They Did. The Challenges. Good Advice. The Golden Nugget. The Manager's Bottom Line. 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. Call-Scripting. Cyberagents. Workforce Management. A Customer Service Checklist for Success. CASE STUDY: Juniper Bank. What They Did. The Challenges. Good Advice. The Golden Nugget. The Manager's Bottom Line. 4. Sales Force Automation. Sales Force Automation: The Cradle of CRM. Today's SFA. Sales Process/Activity Management. Sales and Territory Management. Contact Management. Lead Management. Configuration Support. Knowledge Management. SFA and Mobile CRM. From Client/Server to the Web. SFA Goes Mobile. Field Force Automation. An SFA Checklist for Success. CASE STUDY: Hewlett Packard. What They Did. The Challenges. Good Advice. The Golden Nugget. The Manager's Bottom Line. 5. CRM in e-Business. eCRM Evolving. Multichannel CRM. CRM in B2B. Enterprise Resource Planning. Supply Chain Management. Supplier Relationship Management. Partner Relationship Management. An e-Business Checklist for Success. The Manager's Bottom Line. 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. OLAP. Where Theory Meets Practice: Data Mining in CRM. Clickstream Analysis. Personalization and Collaborative Filtering. An Analysis Checklist for Success. CASE STUDY: Union Bank of Norway. What They Did. The Challenges. Good Advice. The Golden Nugget. The Manager's Bottom Line. 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. Cost-Justifying CRM. Understanding Business Processes. BPR Redux: Modeling Customer Interactions. Analyzing Your Business Processes. CASE STUDY: Verizon. What They Did. The Challenges. Good Advice. The Golden Nugget. A CRM Readiness Checklist for Success. The Manager's Bottom Line. 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. Negotiating Price. Checking References. Other Development Approaches. Homegrown CRM. Using an ASP. A CRM Tool Selection Checklist for Success. CASE STUDY: Harrah's Entertainment. What They Did. The Challenges. Good Advice. The Golden Nugget. The Manager's Bottom Line. 9. Managing Your CRM Project. A Pre-Implementation Checklist. The CRM Development Team. CRM Implementation. Scoping and Prioritizing CRM Projects. A CRM Implementation Roadmap. Business Planning. Architecture and Design. Technology Selection. Development. Delivery. Measurement. Putting the Projects Together. A CRM Implementation Checklist . for Failure. The Manager's Bottom Line. 10. Your CRM Future. Making the Pitch: Selling CRM Internally. CRM Roadblocks. The Four Ps. Process. Perception. Privacy. Politics. Other CRM Saboteurs. Lack of CRM Integration. Poor Organizational Planning. Demanding Customers. Customer Service That's Really Bad. Looking Toward the Future. The Customer as SME. The Rise of Intermediaries. Digital and Broadband Revolutionize Advertising. The Threat and Promise of Customer Communities. CRM Goes Global. The Coming CRM Backlash? The Manager's Bottom Line. Further Reading. Glossary.