The customer differential: the complete guide to implementing customer relationship management
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
AMACOM
2001
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 212 S. Ill., graph. Darst. |
| ISBN: | 081440622X |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text | THE
CUSTOMER
DIFFERENTIAL
The Complete Guide
to Implementing
Customer Relationship
Management
Melinda Nykamp
AMACOM
American Management Association
New York* Atlanta • Boston • Chicago* Kansas Gey* San Francisco* Washington, D G
Brussels • Mexico Gty • Tokyo • Toronto
CONTENTS
List of Illustrations ix
1 CRM: What It s Really All About 1
CRM Defined 4
The CRM Process 5
What Are the Bottom-Line Benefits of CRM? 10
2 Why Now? Why Me? 12
Why CRM Now? 12
Why My Organization ? 19
3 It s All about the Customer Experience 22
Customer Understanding 22
Customer Purchase Cycle 25
Customer Needs 26
Customer Interaction Opportunities 27
vi LJ Contents
4 The CRM Transformation Process 31
Business Focus Transformation 32
Organizational Structure Transformation 33
Business Metrics Transformation 34
Customer Interaction Transformation 35
Technology Transformation 36
5 CRM Implementation 39
Step 1: Situation Assessment 41
Step 2: CRM Gap Analysis 44
Step 3: CRM Action Plan 47
Continued CRM Implementation 48
6 Changing Your Business Focus 49
Business Focus or Blur? 49
Big Challenge = Big Opportunity 50
Minimizing CRM Minimizes Tour Success 51
The Focus of Most Organizations 52
The Leadership Imperative 56
7 Organizing around CRM 63
Defining the Organizational Structure 64
The Drivers of CRM Initiatives 67
Staff Training, Performance Measurement, and
Compensation 69
8 Business Metrics and Analytics to Support CRM 73
Transforming Business Metrics 73
Product, Place, and Program Performance Measures 74
Customer Revenues 76
Customer Satisfaction 76
Customer Loyalty and Value 77
How to Develop Customer-Focused Metrics and
Analyses 78
CONTENTS ~
v
9 Transforming Customer Interactions 87
Customer Interaction Transformation 89
The CRM Goal: Individual Permission-Based
Interaction 97
10 Systems and Technology to Support CRM 101
Time in a Bottle 101
The Customer-Centric Technology Transformation 102
What Is a CRM System ? 103
Overarching CRM Systems Issues 106
Before Tour Purchase: Advice on Assessing Vendors 114
11 Measuring the Success of Your CRM Initiatives 119
Measurement of Internal CRM Capabilities 120
Measurement of Customer Interactions 122
Improvements in Customer Dynamics 122
Improvements in Operations 125
Bottom-Line Business Metrics 125
Where Do You Go from Here? 129
12 Case Study: Clothes Unlimited 132
13 Case Study: First Century Financial 141
14 Case Study: InTech Communications International 151
15 Case Study: Bluewater Technology Group 163
16 Case Study: Partners Insurance Company 173
Appendix A: Systems and Technology to Support CRM 181
Appendix B: CRM Opportunities 189
Appendix C: Glossary of Terms 194
Index 207
|
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| institution | BVB |
| isbn | 081440622X |
| language | English |
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| spelling | Nykamp, Melinda Verfasser aut The customer differential the complete guide to implementing customer relationship management Melinda Nykamp New York [u.a.] AMACOM 2001 X, 212 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Data Mining (DE-588)4428654-5 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Implementation (DE-588)4026661-8 gnd rswk-swf Data-Warehouse-Konzept (DE-588)4406462-7 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Kundenmanagement (DE-588)4236865-0 s Implementation (DE-588)4026661-8 s DE-188 Data-Warehouse-Konzept (DE-588)4406462-7 s Data Mining (DE-588)4428654-5 s HEBIS Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021963731&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Nykamp, Melinda The customer differential the complete guide to implementing customer relationship management Kundenmanagement (DE-588)4236865-0 gnd Data Mining (DE-588)4428654-5 gnd Unternehmen (DE-588)4061963-1 gnd Implementation (DE-588)4026661-8 gnd Data-Warehouse-Konzept (DE-588)4406462-7 gnd |
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| title | The customer differential the complete guide to implementing customer relationship management |
| title_auth | The customer differential the complete guide to implementing customer relationship management |
| title_exact_search | The customer differential the complete guide to implementing customer relationship management |
| title_full | The customer differential the complete guide to implementing customer relationship management Melinda Nykamp |
| title_fullStr | The customer differential the complete guide to implementing customer relationship management Melinda Nykamp |
| title_full_unstemmed | The customer differential the complete guide to implementing customer relationship management Melinda Nykamp |
| title_short | The customer differential |
| title_sort | the customer differential the complete guide to implementing customer relationship management |
| title_sub | the complete guide to implementing customer relationship management |
| topic | Kundenmanagement (DE-588)4236865-0 gnd Data Mining (DE-588)4428654-5 gnd Unternehmen (DE-588)4061963-1 gnd Implementation (DE-588)4026661-8 gnd Data-Warehouse-Konzept (DE-588)4406462-7 gnd |
| topic_facet | Kundenmanagement Data Mining Unternehmen Implementation Data-Warehouse-Konzept |
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