Customer relationship intelligence: a breakthrough way to measure and manage sales and marketing
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
San Francisco, CA
Querencia Publ.
2009
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 193 S. Ill. |
Internformat
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Datensatz im Suchindex
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| adam_text | Titel: Customer relationship intelligence
Autor: Sharp, Linda
Jahr: 2009
Table of Contents
XIII
Foreword
Introduction xv
Chapter One: Overcoming Risk and I
Uncertainty Challenges
Putting new relationship metrics in context 3
Relationship Value, a breakthrough way to measure 4
sales and marketing.
Customer Relationship Intelligence (CRI) Framework, 5
a breakthrough way to manage sales and marketing
Making the case for change 6
Challenge #1: Customers are invisible 7
Challenge #2: Executives are isolated 10
Challenge #3: Operational control in sales and marketing 12
is incomplete and disjointed
Just imagine 20
Key Points 21
Chapter Two: Where the Money Is: 27
Customer Retention
It s time to think differently 29
Time to harness the power of the underlying customer 30
relationship strategy
Time to consider customer service as a profit center 39
Time to orchestrate sales and marketing and 42
customer service
Time to get real about being customer-centric 46
Key Points 47
Chapter Three: A Comprehensive, Consistent 49
Framework
The CRI Framework extends sales and marketing 50
into retention
The CRI Framework runs a customer relationship process 60
The CRI Framework builds intelligence into this 61
cross-functional process
Key Points 62
Chapter Four: The Missing Metric: 65
Relationship Value
Why relationships should be measured 67
Using a relative value is the measurement breakthrough 68
Relationship Value is the missing metric 69
Eight ways Relationship Value can be used 71
Six ways Relationship Value and the CRI Framework 76
make a difference
Relationship Value measures success 77
Key Points 79
Chapter Five: Customer Relationship Strategy 83
Linking strategy to execution and profit, in practice 85
Developing customer relationship strategy 86
Focusing on retention for sustainability and profit 88
Key Points 90
Chapter Six: Customer Relationship Tactics 91
Adapting tactical plans to fit the new framework 92
Preparing to operationalize strategy 104
Key Points 105
Chapter Seven: What Executes Strategy? 109
Customer interactions
Putting plans into operation 110
Putting it all together 112
The configuration process is straightforward 113
Setting up the Customer Relationship Intelligence 126
tracking system
Collaborating is simple with the tracking system 127
Key Points 133
Chapter Eight: Operational Control with 135
Customer Relationship Intelligence
Data farming provides a context for data mining 137
How real-time does in real time need to be? 140
Short-term, real-time management is now simple 142
Long-term analysis makes it easy to repeat success 144
Improving your unique business model iteratively 146
Key Points 151
Chapter Nine: A Vision for a 155
Customer-Focused Enterprise
Value to your company 156
Value to your team 159
Value to your customers 160
Implications for management 160
Mindset for change 161
Operating principles for change 162
Acknowledgements and A Special Thank You 165
About the Author 178
Index 180
More Support from Executives and Thought Leaders 186
Resources ?90
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| indexdate | 2024-07-09T22:04:02Z |
| institution | BVB |
| language | English |
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| physical | XVIII, 193 S. Ill. |
| publishDate | 2009 |
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| spelling | Sharp, Linda Verfasser aut Customer relationship intelligence a breakthrough way to measure and manage sales and marketing Linda Sharp 2. ed. San Francisco, CA Querencia Publ. 2009 XVIII, 193 S. Ill. txt rdacontent n rdamedia nc rdacarrier Sales management Marketing / Management Customer relations Management Marketing Management Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 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=018626262&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sharp, Linda Customer relationship intelligence a breakthrough way to measure and manage sales and marketing Sales management Marketing / Management Customer relations Management Marketing Management Kundenmanagement (DE-588)4236865-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4236865-0 (DE-588)4037589-4 |
| title | Customer relationship intelligence a breakthrough way to measure and manage sales and marketing |
| title_auth | Customer relationship intelligence a breakthrough way to measure and manage sales and marketing |
| title_exact_search | Customer relationship intelligence a breakthrough way to measure and manage sales and marketing |
| title_full | Customer relationship intelligence a breakthrough way to measure and manage sales and marketing Linda Sharp |
| title_fullStr | Customer relationship intelligence a breakthrough way to measure and manage sales and marketing Linda Sharp |
| title_full_unstemmed | Customer relationship intelligence a breakthrough way to measure and manage sales and marketing Linda Sharp |
| title_short | Customer relationship intelligence |
| title_sort | customer relationship intelligence a breakthrough way to measure and manage sales and marketing |
| title_sub | a breakthrough way to measure and manage sales and marketing |
| topic | Sales management Marketing / Management Customer relations Management Marketing Management Kundenmanagement (DE-588)4236865-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Sales management Marketing / Management Customer relations Management Marketing Management Kundenmanagement Marketing |
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