The CRM project management handbook: building realistic expectations and managing risk
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London
Kogan Page
2002
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references (p. [221]) and index |
| Physical Description: | XII, 227 S. Ill. |
| ISBN: | 0749438983 |
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MARC
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| 245 | 1 | 0 | |a The CRM project management handbook |b building realistic expectations and managing risk |c Michael Gentle |
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it Contents
Acknowledgements viii
List of abbreviations xi
Introduction 1
Part I Building a realistic foundation for CRM 5
1 Overhyped, overpriced and over here 7
Every which way but easy 7; Into the trough 8; Why CRM
has failed so alarmingly to date 10; Are vendors and
consultants to blame? 14; Due diligence: is it the client s
fault? 18; Impossibly high stakes 20; B to B/ or back to basics
22; Breaking the bank 24; Spend first, think later! 25; BPR
back to the future 26; CASE and CRM a fundamental
analogy 29; Chapter summary 34
2 CRM 101 just the basics please 36
The customer life cycle 37; Processes across the customer life
cycle 37; Process metrics 40; CRM from a company
perspective 40; CRM from a customer perspective 42; CRM
from a systems perspective 44; Chapter summary 46
f
vi Contents . Part II Critical success factors for CRM 47
3 Organizational readiness for CRM 49
Should you even be looking at CKM? 49; Customer
maturity 50; Process maturity 52; Systems maturity 55;
People and motivational maturity 56; Debunking the start¬
up myth 59; The organizational readiness rating 60; Chapter
summary 63
4 A valid business case, with measurable benefits 65
The business case 65; Measuring benefits for ROI67;
Chapter summary 68
5 A credible and active executive sponsor 70
Involvement or commitment 70; Will the real executive
sponsor please stand up? 71; Why the CEO should not be
the executive sponsor 72; A representative steering
committee 73; Chapter summary 73
6 A realistic project scope 75
CRM as a journey, not a destination 75; How to define a
phased approach 76; Chapter summary 78
7 A realistic budget 79
Why most CRM projects are underfunded 79; Annual or life
cycle budget? 80; Capex vs opex 81; What to budget for 82;
Who should own the budget, IT or the business? 90; Have
separate budgets for the pilot and the roll out 91; No mega
licence deals before a successful pilot 92; What final
numbers to expect 93; Chapter summary 93
8 Successfully managing international CRM projects 95
Why international projects are inherently risky 95; Do
international CRM projects make sense? 98; Why do
companies launch international CRM projects? 107; Critical
success factors for international projects 108; Chapter
summary 127
9 A pilot for proof of concept and buy in 129
Why a pilot is an absolute prerequisite 129; Why a pilot is
essential for the sales force 130; How long should a pilot
run? 132; Keep it small enough for failure to be acceptable
132; Keep scope and objectives basic to ensure rapid results
Contents vii
133; Leave integration out of a pilot 135; Be flexible about
whether to do UAT135; How to choose a pilot group, site or
country 136; Limit an international pilot to a single country
138; Chapter summary 139
10 Buy in from sales managers 141
Why sales manager buy in is essential 141; How sales
managers can make or break a project 142; How to achieve
buy in from sales managers 143; Chapter summary 145
Part III Risk factors for CRM 147
11 Risk factors 149
Organizational change and company politics 149; Too many
consultants, too few in house staff 150; IT resistance to
organizational change 152; Using the waterfall approach
156; An RFP based package selection process 160; The
complexities of offline usage with synchronization 161;
Chapter summary 165
Part IV CRM risk analysis 167
12 Risk analysis 169
What is covered in this risk analysis? 169; How to use this
risk analysis 169; How to interpret the results 170
Part V Case studies 179
13 Case studies 181
Case study 1 Pharmaceuticals (successful project) 181;
Case study 2 Telecommunications (failed project) 191;
Case study 3 Telecommunications: international project
(successful project) 204
References 221
Further reading 223
Index %25
|
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| indexdate | 2024-07-09T19:05:51Z |
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| isbn | 0749438983 |
| language | English |
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| spelling | Gentle, Michael Verfasser aut The CRM project management handbook building realistic expectations and managing risk Michael Gentle London Kogan Page 2002 XII, 227 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. [221]) and index Customer relations Management Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009993910&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gentle, Michael The CRM project management handbook building realistic expectations and managing risk Customer relations Management Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4236865-0 |
| title | The CRM project management handbook building realistic expectations and managing risk |
| title_auth | The CRM project management handbook building realistic expectations and managing risk |
| title_exact_search | The CRM project management handbook building realistic expectations and managing risk |
| title_full | The CRM project management handbook building realistic expectations and managing risk Michael Gentle |
| title_fullStr | The CRM project management handbook building realistic expectations and managing risk Michael Gentle |
| title_full_unstemmed | The CRM project management handbook building realistic expectations and managing risk Michael Gentle |
| title_short | The CRM project management handbook |
| title_sort | the crm project management handbook building realistic expectations and managing risk |
| title_sub | building realistic expectations and managing risk |
| topic | Customer relations Management Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Customer relations Management Kundenmanagement |
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