CRM redefining customer relationship management
In CRM, Jeffrey Peel defines Customer Relationship Management in a radical new way by putting communications at the center. In the past, CRM was mostly about the technology, not about the customer. In this book, Peel talks about a new ethos that is beginning to fundamentally change the way organizat...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Amsterdam ; Boston :
Digital Press
[2002]
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| Edición: | 1st edition |
| Colección: | Enterprise computing
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627807306719 |
Tabla de Contenidos:
- Front cover; CRMRedefining CustomerRelationship Management; Copyright; Contents; Preface; Acknowledgments; Chapter 1 -The New Customer Challenge; Change is happening; A technology focus?; What's it all about?; CRM: C for communications?; C RM practitioner views versus customerviews: The data; A focus on the e-mail channel: A study innonperformance in U.S. and U.K. banking; Chapter 2 - CRM Technology and CRM: The Need for a Communication-Centric Approach; New ERP?; CRM: Call center, right?; Introducing the contact-center conduit; The contact center and product marketing; External experts
- Customer dataSales force; Connected contact center?; Asynchronous versussynchronous communications; Chapter 3 - The Analyst's View of CRM; Why do analysts matter?; Give me your watch, I'll tell you the time; CRM roots; The analyst's viewpoint on CRM; Integration needs for customer systems; Increased incorporation of customerknowledge and customer analytics; The universal queue; Customer satisfaction surveys; Chapter 4 - The Application Revolution and ItsImplications for CRM; Background; Myriad definitions; The portal concept; The integration: Here and now; A mix of front ends
- New integration paradigmsAn integration chronology; The WebSphere story; A closer look at Web services; Integration and the implications for CRM; Defining an integration approach; A closer look at XML and SOAP and theoperational front-office portal; Web services and CRM; Chapter 5 - Analytical CRM; Enhancing relationships; Data aggregation; A history lesson; Wave I analytical CRM; Wave 2 analytical CRM; Wave 3 analytical CRM; Chapter 6 - Dot-Com CRM Red Herrings andIntroducing CMR (and DCM); Dot-corns and LDOs; Dot-corn-defined CRM software; LDO-focused CRM definitions; CRM or CMR?
- A move from mass marketing?The new marketing?; Technology consequences?; And DCM?; LDOs and CRM--The bottom line; Chapter 7 - A Role for Marketing-OrientedCt?dl/l Technologies; A change of control?; The death of mass marketing--Fact or fiction?; The end of churn; A brave new world?; The C RM here and now; Enter ""qualitative direct marketing""; The human touch; Portals (again); Chapter 8 - Selecting Vendor Solutions; The process conundrum; Departmental and suite-based solutions; A fit-for-purpose approach; The enterprise suite-based approach; The analytical C RM vendors; Marketing CRM systems
- The customer service segmentSales force automation segment; Workflow vendors and otherback-end systems; The middleware piece; Chapter 9 - Defining CRM Processes; Shoddy standards and C RM; Measurement at the microlevel; A role for process and outsourcing; A focus on the four tenets; Knowledge; Reciprocity; Easy communications; Local context; A multiple-channel approach; Describing the customer; Defining different personas and closingthe loop; A key role for analytics; A strategy for channel development; Establishing electronic processes; Chapter 10 - A ResearchedApproach to CRM
- Effective and coordinated research
