The complete customer relationship management handbook
By: Peter Flory
Publisher: Directory of Social Change
Published: 2013
Place of publication: London
Language: eng
Number of pages: 278
ISBN-13: 9781906294724
Copyright date: 2013
Subjects: Customer relations; Handbooks, manuals; Management
Description: Customer Relationship Management (CRM) is as important for the voluntary sector as it is for the commercial world. Understanding what CRM really is and how to apply it properly will help you make more money for your organisation and be more effective in achieving your organisation's mission.
Notes: Includes bibliographical references (pages 271-272) and index.
Table of contents: title: Machine generated contents note:; title: pt. 1; title: What is CRM? -- -- 1.; title: Introduction -- -- 1.1.; title: About this book -- -- 1.2.; title: Back to basics -- -- 1.3.; title: CRM overview -- -- 2.; title: CRM: An historical perspective -- -- 2.1.; title: A brief history -- -- 2.2.; title: Relationship marketing -- -- 2.3.; title: The birth of CRM -- -- 2.4.; title: CRM and the not-for-profit sector -- -- 2.5.; title: CRM today -- -- 3.; title: Traditional CRM -- -- 3.1.; title: Definitions -- -- 3.2.; title: Customers and other stakeholders -- -- 3.3.; title: The application of technology for effective CRM -- -- 3.4.; title: Traditional CRM summary -- -- 4.; title: CRM in the not-for-profit sector -- -- 4.1.; title: What is the not-for-profit sector? -- -- 4.2.; title: Does CRM apply to the not-for-profit sector? -- -- 4.3.; title: Who is the not-for-profit sector customer? -- -- 4.4.; title: The multi-role customer -- -- 4.5.; title: Not-for-profit CRM concepts -- -- 4.6.; title: Not-for-profit CRM definitions -- -- 4.7.; title: Not-for-profit sector CRM summary -- -- pt. 2; title: CRM strategy -- -- 5.; title: The eight principles of CRM -- -- 5.1.; title: Introduction -- -- 5.2.; title: Inclusiveness -- -- 5.3.; title: Visibility -- -- 5.4.; title: Integration -- -- 5.5.; title: Relationships -- -- 5.6.; title: Quality -- -- 5.7.; title: Knowledge -- -- 5.8.; title: Analysis -- -- 5.9.; title: Planning -- -- 6.; title: Common CRM concepts -- -- 6.1.; title: Combining principles -- -- 6.2.; title: The 360 degree view -- -- 6.3.; title: `The single customer view' -- -- 6.4.; title: Understanding customers -- -- 6.5.; title: The customer journey -- -- 6.6.; title: The customer experience -- -- 7.; title: CRM strategy issues -- -- 7.1.; title: Strategic principles -- -- 7.2.; title: Developing a CRM strategy -- -- 7.3.; title: Implementing a CRM strategy -- -- 7.4.; title: Organisational issues -- -- 7.5.; title: Customer issues -- -- 7.6.; title: Staff issues -- -- 7.7.; title: Confidentiality, security and compliance -- -- 7.8.; title: Systems and data issues -- -- 8.; title: CRM management -- -- 8.1.; title: Roles and responsibilities -- -- 8.2.; title: Change management -- -- 8.3.; title: Other management issues -- -- 8.4.; title: Why most CRM implementations fail -- -- 8.5.; title: CRM strategy summary -- -- pt. 3; title: CRM systems architecture -- -- 9.; title: The operational view -- -- 9.1.; title: The organisation's perspective -- -- 9.2.; title: The customer's perspective -- -- 9.3.; title: Merging the two perspectives -- -- 10.; title: The systems view -- -- 10.1.; title: Reasons for considering systems architecture -- -- 10.2.; title: `The three circles' -- -- 10.3.; title: Collaborative CRM -- -- 10.4.; title: Operational CRM -- -- 10.5.; title: Analytical CRM -- -- 10.6.; title: Best of breed software -- -- 11.; title: The functional (or requirements) view -- -- 11.1.; title: Functionality versus requirements -- -- 11.2.; title: Commercial CRM functionality versus not-for-profit CRM functionality -- -- 11.3.; title: Top-level functional breakdown -- -- 12.; title: Systems versus functions -- -- 13.; title: Typical architectural scenarios -- -- 13.1.; title: Architectural options -- -- 13.2.; title: Organisational approaches to CRM systems architecture -- -- pt. 4; title: CRM systems requirements and functionality -- -- 14.; title: Collaborative CRM -- -- 14.1.; title: Customer communications -- -- 14.2.; title: Traditional channels -- -- 14.3.; title: The organisation's website -- -- 14.4.; title: Other websites -- -- 14.5.; title: Social media -- -- 14.6.; title: Website development versus integration -- -- 15.; title: Operational CRM -- -- 15.1.; title: Non-functional requirements -- -- 15.2.; title: General functionality -- -- 15.3.; title: Marketing-related functionality -- -- 15.4.; title: Sales-related functionality -- -- 15.5.; title: Service-related functionality -- -- 15.6.; title: Systems integration -- -- 16.; title: Analytical CRM -- -- 16.1.; title: Introduction -- -- 16.2.; title: Measurement and management information -- -- 16.3.; title: Simple analysis tools and techniques -- -- 16.4.; title: More sophisticated analysis -- -- 16.5.; title: Data modelling and prediction -- -- 16.6.; title: A final word on analytics -- -- pt. 5; title: Setting up your CRM project -- -- 17.; title: Where do you start? -- -- 17.1.; title: Before you start -- -- 17.2.; title: General implementation flow -- -- 18.; title: Management issues -- -- 18.1.; title: People -- -- 18.2.; title: Processes -- -- 18.3.; title: Technology -- -- 18.4.; title: Project management -- -- 19.; title: The first steps -- -- 19.1.; title: Develop the project justification (business case) -- -- 19.2.; title: Appoint the project sponsor and the project board -- -- 19.3.; title: Appoint the project manager and the project team -- -- pt. 6; title: CRM systems procurement -- -- 20.; title: The buyer's dilemma -- -- 21.; title: Who are the suppliers? -- -- 21.1.; title: Collaborative CRM -- -- 21.2.; title: Operational CRM -- -- 21.3.; title: Analytical CRM -- -- 22.; title: 10 steps to a successful purchase -- -- 22.1.; title: Different selection techniques -- -- 22.2.; title: The 10 steps -- -- 22.3.; title: Some golden rules for success -- -- pt. 7; title: Implementing and using CRM -- -- 23.; title: Implementation tasks -- -- 23.1.; title: From kick-off to contracts -- -- 23.2.; title: From analysis to going live -- -- 23.3.; title: After going live -- -- 24.; title: CRM in practice -- -- 24.1.; title: Get the strategy right -- -- 24.2.; title: Get the procurement right -- -- 24.3.; title: Get the implementation right -- -- 24.4.; title: Get the processes right -- -- 24.5.; title: Get the communications right -- -- 25.; title: The Future of CRM -- -- 25.1.; title: The mobile world -- -- 25.2.; title: The rise and rise of social media -- -- 25.3.; title: Blurring the boundaries -- -- 25.4.; title: The changing marketplace.