CRM fundamentals
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 ro...
| Autor principal: | |
|---|---|
| Otros Autores: | , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
[Berkeley, Calif.] :
Apress
c2011.
|
| Edición: | 1st ed. 2011. |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629042606719 |
Tabla de Contenidos:
- 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
