CRM automation:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice Hall
2002
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIV, 294 S. Ill. |
| ISBN: | 013008851X |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804129066158129152 |
|---|---|
| adam_text | Contents
Preface xxi
About the Author xxm
Chapter 1
Customer Relationship
Management (CRM)—An Overview 1 Butting Life Cycles 2
The Client/Server Life Cycle 2
The Web-Based, E-Customer Life Cycle 3
Learning to Live with Butting Life Cycles 3
Why the Current Doom and Gloom? 4
The IT Analyst Dilemma 4
A Mini Case Study 4
Getting to Success 5
Summary 6
Chapter 2
CRM: A Working Definition 7 Components of CRM 8
Time Management 8
Sales/Sales Management 8
Telemarketing/Telesales 9
Customer Contact Center 9
E-Marketing 9
ix
I x Contents
Business Intelligence 9
Field Service Support 10
E-Business 10
Multimodal Access 10
Data Sharing Tools 11
Summary 11
Chapter 3
Successful CRM: Getting the
People, Process, and Technology Mix Right 13
People 13
Example 1 14
Example 2 14
Example 3 15
Process 15
Example 1 16
Example 2 17
Example 3 18
Technology 18
CRM Software Vendors 18
Keeping Up with CRM Technology Trends 19
Integrating People, Process, and Technology 20
Summary 21
Chapter 4
CRM Strategy Formulation 23
The 10-Step Approach to
Formulating a Successful CRM Strategy 24
Step 1: Prepare an Executive CRM Vision 24
Step 2: Determine Burning Business Issues 25
Step 3: Identify CRM Technology Opportunities 26
Step 4: Determine Key People Issues 27
Contents xi I
Step 5: Develop Multiyear Technical Architecture Plan 28
Step 6: Identify Business Process Similarities, Differences, and Issues 28
Step 7: Determine Customer Desires and Likely CRM Impact to the Customer 29
Step 8: Provide CRM Program Observations and Recommendations 30
Step 9: Recommend A CRM Program Management Approach 30
Step 10: Prepare the CRM Program Business Case 30
Summary 30
Chapter 5
Determining CRM Business Processes 33
The Eight-Step Process Review Procedure 35
Step 1: CRM Business Process Model 36
Step 2: Customer Observations and Feedback 36
Step 3: CRM Information Technology Review 36
Step 4: CRM Business Process Needs Identification 36
Step 5: CRM Business Process Needs Prioritization 36
Step 6: CRM Business Process Gap Analysis 36
Step 7: CRM Business Process Findings and Recommendations 36
Step 8: Business Process Implementation Assistance 37
Summary 37
Chapter 6
CRM Business Application Trends 39
Increased Consolidation and Mergers Among CRM Vendors 40
Increasing Product and Marketing Focus
on the Small to Mid-Market Niche 41
Movement Toward CRM Solutions with Web-Based Architectures 41
Increased Use of Analytical Tools in CRM Solutions 42
Increased Integration with GIS in CRM Solutions 42
Increasing Availability of Customer Lifetime Value Tools 43
Increased Capability for Lead Management 43
Increasing Availability of Supply Chain Management Functionality 44
Summary 44
I xi i Contents
Chapter 7
CRM Technology Trends 45 Client/Server to N-Tiered 46
Portal Architecture 47
Field Force Automation 48
Configuration Tools 48
Wireless Components 49
XML Is Playing a Major Role 50
Web Services 51
Enterprise Application Integration 52
Application Server/Framework Architecture 53
ASP-Enabled Applications 53
Enterprise/Satellite Server Architecture 54
CRM and CCC Modules 55
Multilingual/Multicurrency 55
Graphical Workflow Mapping Tools 55
Business Intelligence 56
Summary 57
Chapter 8
CRM: Benefits and Problems 59
Benefits of CRM 60
Tangible Benefits 61
Intangible Benefits 63
Problems with CRM 66
Summary 67
Contents xiii I
Chapter 9
A Blueprint for Effective
Customer Relationship Management 69
Step 1: Organize Your Project Management Team 70
Step 2: Determine the Functions to Automate 70
Step 3: Gain Top Management Support and Commitment 71
Step 4: Employ Technology Smartly 72
Step 5: Secure User Ownership 75
Step 6: Prototype the System 76
Step 7: Train Users 76
Step 8: Motivate Personnel 76
Step 9: Administrate the System 77
Step 10: Keep Management Committed 77
Summary 77
Chapter 10
Creating Your CRM Business Case 79
I. Executive Summary 80
Example of a Successful Value Proposition 80
CRM Value Proposition Guidelines 81
II. Financials 82
III. Recommended Technical Solutions 83
IV. Key Risks and Mitigating Factors 83
V. Operational/Organizational Impact 83
VI. Appendices 84
Summary 84
I xiv Contents
Chapter 11
CRM Software Selection
and Implementation Roadmap 85
Avoid the Quick Fix—Do Your Homework 85
Case Studies of CRM Disasters 86
Case Studies of CRM Successes 88
Lessons Learned 89
Components of an Effective CRM Software Selection Process 89
Step 1: Technical Baseline Review 90
Step 2: Customer Visits with the Customer-Facing Personnel 90
Step 3: Brainstorming Session 90
Step 4: Needs Analysis Questionnaires 90
Step 5: Business Process Review 91
Step 6: Business Functional Prioritization 91
Step 7: Technical Platform Recommendations 91
Step 8: CRM Report 91
Step 9: Software Selection 91
Step 10: Software Implementation Assistance 91
Chapter ( l
CRM System: Requirements Analysis 93
Business Functional Requirements for Your CRM System 94
Technical Features Requirements for Your CRM System 96
User Friendliness/Support Requirements for Your CRM System 98
Summary 102
Chapter 13
How to Write Your
Systems Specifications Document 103
Writing an RFP 104
Summary 112
Contents xv I
Chapter 14
Sizing Up Your CRM Software Vendor 113
The 12-Question Software Vendor Evaluation Test 113
Summary 119
Chapter 15
The Importance of CRM Project Communications 121
Announce Your CRM Efforts Internally 122
Carefully Select Your Superuser Group 122
Manage Your Communications to All CRM Initiative Participants 123
Keep Your Project Champion Involved 124
Maintain a Long-Term Systems View 125
Summary 126
Chapter 16
Eight Key Implementation
Issues for Effective CRM Systems 127
Step 1: Prepare for Your CRM Implementation 128
Step 2: Set Up an Effective CRM Project Management Team 128
Step 3: Integrate Legacy and Third-Party Information Systems 129
Step 4: Customize Your CRM System 130
Step 5: Pilot Your CRM System 130
Step 6: Roll Out Your CRM System 131
Step 7: Support Your CRM System 132
Step 8: Grow Your CRM System 133
Summary 133
I xvi Contents
Chapter 17
The Necessity of Training, a Good Help Desk,
and Effective Systems Administration 135
Training 135
Help Desk 138
Systems Administration 139
Summary 139
Chapter 18
E-Business and CRM 141 ^^^_
What Is E-Business? 141
What Are the Key Applications of E-Business? 144
What Are the Benefits of E-Business? 145
What Are the Challenges to the Growth of E-Business? 145
Setting Up the E-Business Infrastructure 146
Where Is E-Business Going? 146
Summary 147
Chapter 19
E-Service and CRM 149 Why Is E-Service Important? 149
Who Provides E-Service Solutions? 151
Customer Self-Service 153
Traits of the E-Customer 153
Cisco: A Case Study 153
Customer Self-Service Has Enormous Potential 154
How to Assess Web-Based Customer Self-Service Options 155
Summary 156
Contents xvii I
Chapter 20
Ensuring Consistent Customer
Service Across Channels 157
Current State of the Art 158
Benefits of Consistent Customer Service Across Channels 159
Leading Vendors That Offer Consistent Customer Service Products 160
Key Issues Related to Consistent Customer Service Across
Channels 161
Summary 163
Chapter 21
E-Marketing and CRM 165 The Emergence of E-Marketing 165
Summary 169
Chapter 22
Knowledge Management and CRM 171
What Is Knowledge Management? 171
Developing a Knowledge-Based CCC 173
Summary 174
Chapter 23
Application Service Providers (ASP): An Overview 175
ASPs: A Brief History 176
Broad-Based ASPs 180
Agilera 180
Corio 180
Jamcracker 180
I xviii Contents
Oracle.com Online Services 180
Outtask 181
Qwest Cyber.Solutions 181
USinternetworking 181
Small and Mid-Sized Business ASPs 182
Breakaway Solutions 182
Foreshock 182
ManagedOps.com 182
NDUR 183
Surebridge 183
Telecomputing 183
Specialized CRM ASPs 184
CrystalWare 184
eLoyalty 184
Onyx 184
Pivotal 184
Salesforce.com 185
Salesnet 185
UpShot 185
Xchange 185
ASP Conferences 186
Pricing Model 186
Things to Consider 186
Summary 188
Chapter 24
Addressing CRM System Security Risks 189 Addressing Security Weaknesses 190
Becoming Aware of the Risks 192
The Human Factor 192
The Systems and Software 193
Sizing Up the Situation 194
Developing the Security Policy 195
Summary 198
Contents xix I
Chapter 25
The Importance of Data Integrity 199
Introduction 199
Lessons Learned 200
A Mini Case Study 201
Summary 205
Chapter 26
CRM: An International Perspective 207
Similarities Between U.S. and International CRM Implementations 208
Differences Between U.S. and International CRM Implementations 210
Summary 212
Chapter 27
The Future Direction of CRM 213 Increased Executive Attention 214
Customer Contact Centers and Self-Service 215
E-Customers (B2B) 216
Supply Chain Integration 217
The Real-Time Enterprise 217
XML, Wireless, and Voice Recognition Technologies 219
Integration of CRM, E-CRM, and M-CRM Applications 220
Thin Client Applications 221
Metrics 222
Implementation 222
Security and Privacy 223
People, Process, and Technology 224
Summary 224
I xx Contents
Appendix A
ISM s Top 30 CRM Software Selections 227 Appendix B
Sources to Assist in CRM Software Selection 229 Publications 229
Trade Shows/Conferences 230
Web Sites and Web Forums 231
Research Companies 232
Support /Training References 232
Appendix C
Software Categories, Vendors, and Pricing 235 CRM Software Applications 235
CRM Software Vendors 236
Pricing 238
Appendix D
Glossary of Terms 241
Index 287
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