Customer Relationship Management: Getting It Right!

Description

Cover Contents Preface Acknowledgments Part 1 CRM: Is It Right for Your Company? Chapter 1 Commerce in the 21st Century 1.1 Understanding the Landscape 1.2 Defining “Customer Loyalty” 1.3 Loyalty in the New Marketplace 1.4 Building and Managing Relationships in the New Marketplace Questions for Reflection Chapter 2 The Case for Customer Relationship Management 2.1 Understanding Common CRM Obstacles 2.2 Seeing the Total Customer Experience 2.3 Defining Customer Experience Management 2.4 Ensuring Customer Loyalty 2.5 Defining Customer Relationship Management Questions for Reflection Chapter 3 What Is CRM? 3.1 Defining “CRM” 3.2 Defining CRM Concepts 3.3 Understanding the Goal of CRM 3.4 Using Customer Touch Points 3.5 Deciding Who Should Lead the CRM Functions 3.6 Creating a New Role for Marketing Questions for Reflection Chapter 4 e-CRM—What’s the Difference? 4.1 Merging CRM and the Internet 4.2 Delivering CRM On and Off the Internet 4.3 Recognizing Barriers to Internet Adoption Questions For Reflection Part 2 CRM: Planning It Right Chapter 5 Understanding the Method 5.1 Understanding the Formality of CRM 5.2 Developing Your CRM Strategy 5.3 Building a CRM Component 5.4 Analyzing and Segmenting Customers 5.5 Taking It to Your Customers 5.6 Getting Ready for the Next Project Questions for Reflection Chapter 6 Get Ready: Avoiding Common Barriers 6.1 Creating a CRM Culture 6.2 Creating Realistic Expectations 6.3 Building an Operational Infrastructure Questions for Reflection Chapter 7 Get Set: Organizing for Success 7.1 Defining the Organizational Scope 7.2 Bridging Organizational Gaps 7.3 Marrying Organization and Governance 7.4 Garnering Leadership’s Support 7.5 Adding Adjunct Team Members (Consultants and Contractors) Questions for Reflection Chapter 8 Go! Developing Your CRM Strategy 8.1 Answering the Three Key Questions 8.2 Using Strategic Planning Tools 8.3 Collecting Data 8.4 Assessing Findings 8.5 Creating a Strategic Proposal Questions for Reflection Chapter 9 Launching a Project 9.1 Choosing the Right Project 9.2 Deciding What Needs to Be Done 9.3 Determining Component Scope 9.4 Winning and Keeping Support Questions for Reflection Part 3 CRM: Building It Right Chapter 10 Building Infrastructure Components 10.1 Following the Steps to Building Infrastructure 10.2 Gathering Business Requirements 10.3 Analyzing and Designing Components 10.4 Constructing a Solution 10.5 Putting It All Together Questions for Reflection Chapter 11 Understanding the Information Component 11.1 Understanding Data and Information: What does it all mean? 11.2 Following Information Engineering Steps 11.3 Integrating Your Databases (The Information Gold Mine) Questions for Reflection Chapter 12 Understanding the Process Component 12.1 Process, Schmocess—What Are We Talking About? 12.2 Following Process Engineering Steps 12.3 Choosing Process Automation Software Questions for Reflection Chapter 13 Understanding the Technology Component 13.1 Understanding the Technology... That’s the IT Department’s Job, Right? 13.2 Following the Technology Engineering Steps 13.3 Making Technology Decisions Questions for Reflection Chapter 14 Understanding the People Component 14.1 Engineering People? 14.2 Following Change Engineering Steps 14.3 Moving Forward: Beware of Black Holes Questions for Reflection Chapter 15 Managing the Project 15.1 Beginning the Development Project 15.2 Controlling the Project 15.3 Finishing the Development Project Questions for Reflection Part 4 CRM: Using It Right Chapter 16 Integrating Components 16.1 Transitioning From Inside to Outside Work 16.2 Integrating the Information Component 16.3 Combining Process, Technology, and People Questions for Reflection Chapter 17 Finding the “Right” Customers 17.1 Creating a Customer Profile 17.2 Knowing Your Customers 17.3 Getting Down and Dirty with the Data 17.4 Segmenting Customers 17.5 Targeting Customers 17.6 Understanding the Tools Questions for Reflection Chapter 18 Delivering the Customer Offer 18.1 Delivering the Offer 18.2 Designing the Offer 18.3 Preparing the Offer Message(s) 18.4 Presenting the Offer 18.5 “Doing” CRM On and Off the Web Questions for Reflection Chapter 19 Evaluating Project Results 19.1 Evaluating Performance Metrics 19.2 Understanding Value Metrics 19.3 Reviewing and Tuning Your Strategy Questions for reflection Part 5 CRM: Keeping It Right Chapter 20 Managing Quality Information As a Company Asset 20.1 Understanding Information Quality—Why Bother? 20.2 Identifying Data Quality Issues 20.3 Planning Information Quality 20.4 Getting Information Quality 20.5 Using Tools to Manage Data 20.6 Owning Data Versus Responsibility for Data Questions for Reflection Chapter 21 Designing Quality Systems for a Competitive Advantage 21.1 Understanding System Quality? 21.2 Identifying System Quality Issues 21.3 Planning System Quality 21.4 Getting System Quality 21.5 Understanding Why Web-Based Systems Are the Most Demanding Questions for Reflection Chapter 22 Customer Privacy: Seize Your Opportunity 22.1 Why Should You Care? 22.2 What Is Privacy? 22.3 What Do the Five Elements of Privacy Mean to You? 22.4 Writing Your Online Statement 22.5 Managing the Balance between Self-regulation and Legislation 22.6 Getting Started Now Questions for Reflection Chapter 23 CRM: You Got It, Right? 23.1 Knowing Your Company’s CRM Goals 23.2 Knowing What a Successful CRM Program Looks Like 23.3 Knowing How You’re Going to Get There 23.4 Knowing What It Takes to Achieve Success 23.5 Knowing How to Get Started 23.6 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 A B C D E F G H I J K L M N O P Q R S T U V W X Z