CRM Fundamentals [electronic resource] /
Kostojohn, Scott.author.
Paulen, Brian.author.
Johnson, Mathew.author.
CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfully-including identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time.   Written by  senior CRM consultants, CRM Fundamentals includes plenty of detailed, useful advice to help you get the most value from your CRM investments and to avoid common pitfalls associated with CRM.
Title Page; Copyright Page; Contents at a Glance; Table of Contents; About the Authors; About the Technical Reviewer; Acknowledgments; Introduction; CHAPTER 1 Introduction; Defining CRM; Purpose of this Book; Sources of CRM Value; Supporting a Data-Driven, Learning Organization; Wringing out Inefficiencies and Increasing Employee Productivity; Case Study: A Sales Process Enhanced by CRM; Providing a Better Customer Experience; Informing Business Decisions; Sales forecasting; Sales management; Product planning; Customer service staffing; Marketing campaign planning; Preparing for CRM
Preparing Your Organization for ChangeSales management; Product planning; Customer service staffing; Marketing campaign planning; Preparing for CRM; Preparing Your Organization for Change; Data-Driven Culture; Executive support; Communication; Training; Feedback; Recognition; Chapter Summary; CHAPTER 2 Components of CRM Success; People; Executive Sponsor; Steering Committee; Implementation Team; Executive Sponsor; Project Manager; Subject-Matter Experts; IT Representative; User Trainers; Departmental Champions; Consulting Partner Team; Departmental Champions; The CRM Administration Team
CRM Program LeadCRM Business Analyst; CRM Administrator; CRM Developer; CRM Trainer; Tailoring the People to Your Organization; Process; Operational Processes; Provide Metrics and Visibility to Customer Operations; Improve Customer "Handoffs" Between Departments; Implement and Enforce Structured Sales Methodology; Focus Marketing Spending; Target Marketing Touches; Enable Customer Self-Service; Manage Service Escalations; Analytics; CRM Maintenance Processes; Support; Training; Technology Maintenance and Disaster Recovery; CRM Enhancement Processes; Change Control
Roadmap Development and ExecutionSample CRM Roadmap: ABC Industries; Technology; CRM Application Infrastructure Overview; Production, Development, and Testing Environments; Source Control; Common CRM Application Functionality; Customers; Marketing; Sales; Service; Security; Configuration and Customization; Reporting; Workflow Automation; Social Media and CRM Applications; Expectations; Setting Expectations for Customer-Facing Employees; Pitfalls; Poor Executive Sponsorship; Not Engaging "Doers" As Stakeholders; Implementing a CRM Program Without a Clear Roadmap; Providing Inadequate Training
Skipping Data Migration or Data CleanupNot Providing Value to All Stakeholders; Extreme, Flawed Approach #1; Extreme, Flawed Approach #2; Trying to Do Too Much at Once; Summary; CHAPTER 3 Building a CRM Roadmap; Why a Phased Approach to Your CRM Program?; It Takes Too Long; There Are No Opportunities to Incorporate Feedback; Building Your Initial Roadmap; Assess Your Current Situation; Current Business Processes; Current Customer Information Applications; Find the Pain; Strategic Goals; Technology Issues; Red Flags; Split Your CRM Vision into Projects; Line Up the People
Pilots and the "Proof-of-Concept" Project
Includes index.
CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfully-including identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time.   Written by  senior CRM consultants, CRM Fundamentals includes plenty of detailed, useful advice to help you get the most value from your CRM investments and to avoid common pitfalls associated with CRM.
Application software.
Computers.
Computer Applications.
Information Systems and Communication Service.