Managing high-tech services using a CRM strategy:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boca Raton, Fla. [u.a.]
St. Lucie Press
c 2003
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 357 S. Ill., graph. Darst. |
| ISBN: | 1574443461 |
Internformat
MARC
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| 245 | 1 | 0 | |a Managing high-tech services using a CRM strategy |c Donald F. Blumberg |
| 264 | 1 | |a Boca Raton, Fla. [u.a.] |b St. Lucie Press |c c 2003 | |
| 300 | |a XV, 357 S. |b Ill., graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804138987556700160 |
|---|---|
| adam_text | PART I: MANAGING SERVICE: A GENERAL
OVERVIEW AND INTRODUCTION
1 Managing Service as a Line of Business 5
Data Resources in a Product vs. Service Business 7
Differences in Engines of Production 7
Marketing and Selling Service 9
Service as the Key to the Competitive Edge 10
Service as a Competitive Differentiator 11
New Ways of Pricing Service 13
The Business of Managing Service Also Requires
a Marketing Philosophy 14
Use of New Technology and Infrastructure to Manage
Service Business and Customer Relationships 15
The CRM/e-Business Paradigm 16
Critical Issues in CRM Integration 18
CRM Design Trade-Offs 18
2 Managing Service in Specific Market Segments 21
Service Operations in Different Market Segments 24
Manufacturing Segment 25
Manufacturer-Supported Dealers, Distributors,
and Contractors 26
Areas of Potential Improvement in the Indirect Wholesale
and Retail Services and Distribution Channels 27
The Impact of New Outsourcing Trends
on Retail Dealers and Distributors 28
Health Care 31
Transportation and Distribution 35
Electric, Gas, and Communication Utilities 35
Third- and Fourth-Party Service Providers 36
Finance and Insurance 37
Banking 37
x ¦ Managing High-Tech Services Using a CRM Strategy
General Wholesale/Retail 37
Other Service Business Situations and Opportunities38
Locomotive Maintenance Service 38
The Funeral Director Business 39
Religious Institutions 40
Summary 41
3 Key Service Management Elements 43
Management in the Service Enterprise 44
Operating Environments in Which Lack of a
Tangible Product Inventory Makes Time Sensitivity
a Critical Element of Analysis and Management 45
Understanding and Focus on Customer
Perceptions and Requirements 46
Randomness of Demand 46
Market- and Market-Segment-Oriented Focus 46
Need for Strong Grounding in Marketing
and Sales Management 47
Finding and Recruiting Service Managers and Executives 47
Managing and Recruiting Service Personnel 47
Use of Systems and Infrastructure in
Managing the Service Enterprise 48
Marketing Density and Improvement
to Achieve Economies of Scale 48
PART II: CRM AND SMS TECHNOLOGY
4 Infrastructure and Functions of CRM
and SMS Technology 51
Description of Key Functions Supported by Integrated SMS/CRM 52
Service Call Management 54
Service Planning and Scheduling 54
Logistics Management 55
Depot Repair and Scheduling Rework/
Refurbishing Operations Control 56
Financial Control and Accounting 56
Database Management and Reporting 57
Internal Systems Interfaces and Communication 57
New Developments in Service Management Systems 59
Vendors of CRM-Based Service Management Systems 64
5 Managing and Optimizing Service Using CRM and SMS 65
General Strategic Optimization to Solve
the Pain Problems of Service Executives 67
Strategic Systems Infrastructure Design 68
¦ xi
Importance of Density in Service Optimization 68
Benchmarking and Customer Satisfaction/Market Research 73
Strategies and Tactics for Optimizing Productivity
of the Field Service Staff 76
Introducing a Managed Approach and Discipline to
Call-Handling Assignment and Dispatch, Call Tracking,
and Call Close Out 76
Use of Remote Diagnostics and Call Avoidance Technology ....78
Optimization of ETA Scheduling and
Work Force Management 80
Managing the Relationship between Parts and Labor 82
Improved Productivity Through Improved
Field Communications 82
Summary 83
Improving Productivity of the Service Logistics
and Distribution Support Process 84
Controlling the Entire Logistics Support Pipeline 84
Improvement in the Overall Control of Inventory
Through Improved Forecasting Accuracy 86
Stock Control of Key Stockkeeping Units 86
Use of Advanced Forecasting 86
Same-Day Delivery 87
Bar Coding and Other Methods for Identifying
and Improving Accuracy of Inventory Counts 87
Improved Just-in-Time Scheduling and
Control of Depot Repair Operations 87
Improving Productivity of Mobile Force Workers 88
Technology Developments in Mobile Work
Force Operations 89
General Approaches to Service Management 90
General Approach to Reducing Service
Costs in the Service Organization 90
General Approach to Improving Service
Value to the Customer/Market 91
General Mechanisms for Improving and
Optimizing Service Productivity 92
6 State-of-the-Art CRM and SMS Technology 95
Call Diagnostics and Call Avoidance 97
An Overview of the General State-of-the-Art
in Remote Diagnostics 97
Remote Diagnostics State-of-the-Art 103
Current Overview of Diagnostics Technology
in Field Service 108
xii ¦ Managing High-Tech Services Using a CRM Strategy
Cost Benefit and Impact of Remote Diagnostics 108
Workforce Scheduling and Assignment 112
Logistics Management and Forecasting Technology 113
Logistics Strategy Concepts 116
Strategic Factors Affecting the Efficiency and Productivity
of the Logistics Pipeline Management and Control 117
Advanced Forecasting Mechanisms for
Logistics Management and Control 119
Control Mechanisms within the Logistics Pipeline 119
Factors Affecting Forecasting Mechanisms
in Field Service Logistics Management 120
Forecasting Methods in Logistics Control 121
Data Mining and Warehousing 123
Systems Design Steps to Maximize Use of
State-of-the-Art CRM/SMS 126
Vendor Selection Steps 127
Summary 128
7 Using E-Commerce to Sell, Manage, and Deliver Service 129
Managing Warranty Service Using Stand-Alone
or Internet-Based Systems 133
Managing the Strategic Value of the Warranty Process 134
Importance of Perceptions in Managing
Warranty and Post-Warranty Service 138
Managing Warranty and Post-Warranty
Support in a Dealer Environment 139
PART III: MARKETING AND SELLING SERVICE
8 Measuring and Evaluating Service Quality 145
Key Measures of Customer Satisfaction 147
Customer Satisfaction and Willingness to Pay 149
Mechanisms for Measuring and Surveying
Customer Satisfaction and Service Quality 149
Proactive Survey Mechanisms 151
Types of Survey Approaches 151
Design Characteristics of an Effective
Customer Satisfaction Market Survey 153
Advantages and Disadvantages of Alternative Survey Methods 155
Mail Surveys 155
Telephone Surveys 155
Open Client-Sponsored vs. Blind Confidential Surveys 155
Service Satisfaction Audit and Evaluation 156
¦ xiii
Summary of Requirements for Customer Satisfaction
and Service Quality Control and Coordination 157
Benchmark and Evaluation of Service Productivity 159
Method of Approach to Benchmark Analysis and Evaluation l6l
General Analysis and Evaluation of the Benchmark Database 163
Identification and Assessment of Critical Benchmark Parameters .... 166
9 Developing Service Market Strategy and Portfolios 169
Cost Containment 170
Use of External Vendors and Service Outsourcing 171
Service Selection Factors 171
Service Arrangements and Features 173
Parts and Material Availability 174
Single Source of Service 175
Attitudes Toward Subcontractors 176
Quality of Communications with Customers 176
The Need for Training 177
Factors Influencing Price Elasticity of Demand 180
Role of the Service Contract in Focusing on Service
Market Segments of Interest 181
Performance Contract, Design, and Specification 182
Revenue Expansion Based on Service Performance Contracting 184
Use of Performance Contracting to Win 184
Summary 185
10 Marketing and Selling Service 187
Developing the Public Relations Marketing Strategy 189
Most Critical Issues 191
Sources of Assistance 193
Developing and Implementing the Public-Relations-Based
Marketing Strategy 194
The Need for Public Relations Portfolio 194
Mechanisms for Public Relations 195
Description and Evaluation of Key Public Relations
Mechanisms to Create a Proactive Selling Environment 198
Articles 198
Speeches 202
Books 204
News Releases and Dealing with the Media 204
Trade Shows and Professional Meetings 205
Advertising 206
Other Public Relations Mechanisms to Support
the Marketing Process 206
Finalizing the Public-Relations-Based Marketing Plan 207
xiv ¦ Managing High-Tech Services Using a CRM Strategy
Moving from Marketing to Selling Service 208
Managing Service Sales 211
Current Trends 211
Understanding Customer Attitudes Toward Service Purchase 213
Recruiting and Staffing Qualified Service Sales Personnel 215
Measuring Performance and Compensating for Results 216
Implementing the Customer Care Model 219
Summary and Conclusions 219
11 Pricing Service to Maximize Revenues and Profits 221
Introduction 222
Pricing Strategy Alternatives 224
Cost-Plus-Mark-Up Pricing Strategy 224
Competitive Pricing 224
Value-In-Use Pricing 225
Price/Fee Structures 226
Implementing a Pricing Strategy 228
Summary of Implementing a Pricing Strategy 231
Pricing Services Originally Given Away for Free 232
Charging for Free Added-Value Services through
Restructuring of the Offer 232
Changing Service Pricing Approach 233
Developing Service Prices in the Service Market 233
Definition of Service Products and Portfolio 234
Pricing of Services through Targeted Market Segmentation,
Merchandising, and Packaging of the Service Products 235
Sales and Distribution 236
Summary 236
PART IV: SERVICE OPPORTUNITIES,
POTENTIAL, AND THE FUTURE
12 New Service Market Opportunities and the
Use of Service to Change Market Position 241
Introduction 242
The Role of Market Segmentation 244
Vertical Market Segmentation 245
The Importance of Perception in Marketing
and Sales Targeted at a Vertical Market Segment 246
Strategic Market Segmentation and Focus 248
Summary and Recommendations 249
Vertical Market Segment Service Opportunities and Trends 249
Manufacturing Establishments and Plants 250
Banking/Finance 252
¦ XV
Hospital/Healthcare 255
Government 256
Retail/Wholesale 257
Insurance/Real Estate 260
Education 261
Transportation and Distribution 262
Utilities/Communications 264
Horizontal Market Service Opportunities and Trends 265
Network Services 265
Prepress and Printing Technology 266
New and Emerging Service Markets 268
Areas of Potential Improvement in
Indirect Services and Distribution 269
The Impact of New Service Outsourcing Trends 271
Market Segments with Major Impact 272
13 Overall Issues in Managing Service 275
APPENDICES
Appendix A: Application of Benchmarking of Service
Operations for Improving Service Organization Productivity
and Efficiency 283
Appendix B: A New Strategic View of the U.S. Service
Market Size, Structure, Segmentation, and Trends 321
Appendix C: Bibliography 347
Index 349
|
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| dewey-sort | 3658.812 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| spelling | Blumberg, Donald F. Verfasser aut Managing high-tech services using a CRM strategy Donald F. Blumberg Boca Raton, Fla. [u.a.] St. Lucie Press c 2003 XV, 357 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Dienstleistung (DE-588)4012178-1 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Dienstleistung (DE-588)4012178-1 s 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=017434940&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Managing high-tech services using a CRM strategy |
| title_auth | Managing high-tech services using a CRM strategy |
| title_exact_search | Managing high-tech services using a CRM strategy |
| title_full | Managing high-tech services using a CRM strategy Donald F. Blumberg |
| title_fullStr | Managing high-tech services using a CRM strategy Donald F. Blumberg |
| title_full_unstemmed | Managing high-tech services using a CRM strategy Donald F. Blumberg |
| title_short | Managing high-tech services using a CRM strategy |
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