Customer relationship management: concepts, applications, and technologies
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| Previous Title: | Buttle, Francis A. Customer relationship management |
|---|---|
| Main Authors: | , , |
| Format: | Book |
| Language: | English |
| Published: |
London ; New York
Routledge
2024
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| Edition: | Fifth edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | xxv, 345 Seiten Illustrationen, Diagramme |
| ISBN: | 9781032280608 9781032247441 9781003295150 |
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CONTENTS Preface xv Acknowledgements xx Figures Tables Case illustrations Section A UNDERSTANDING CUSTOMER RELATIONSHIPS 1 xxi xxiii xxv 1 An introduction to CRM 3 Chapter objectives 3 Introduction 3 IT perspectives of CRM 3 Managerial perspectives of CRM 4 Three forms of CRM 6 Strategic CRM 6 Operational CRM 7 Analytical (or Analytic) CRM 13 Where does social CRM fit? 14 The changing face of CRM 15 Defining CRM 16 Misunderstandings about CRM 17 CRM constituencies 18 Commercial contexts of CRM 19 The not-for-profit context - the 'third sector' 20 Models of CRM 21 The IDIC model 21 The CRM value chain 22 The Five-process model 23 Conclusion 23 Discussion questions 24
CONTENTS 2 Understanding customer-supplier relationships 26 Chapter objectives 26 Introduction 26 What is a customer-supplier relationship? 27 Relationship components 28 Trust 28 Commitment 29 Relationship evolution 29 Relationship quality 30 Customer engagement, customer satisfaction, loyally, and profitability 32 Customer satisfaction 32 Customer loyalty 34 Business performance 35 When companies want relationships with customers Improving customer retention 39 Improving customer lifetime value (CLV) 41 When companies don't want relationships with customers 43 When customers want relationships with suppliers 45 When customers don't want relationships with suppliers 46 The Industrial Marketing and Purchasing School 46 46 The Nordic School 48 The Anglo-Australian School 48 The North American School 49 The Asian (Guanxi) School 50 Conclusion 50 Discussion questions 51 Section В STRATEGIC CRM 1 38 38 Reducing marketing and customer service costs Relationship management theories 3 31 Customer engagement 57 Managing the customer journey: customer acquisition 59 Chapter objectives 59 Introduction 59 Customer journey: the basics 60 Customer acquisition 61 The Conversion Model 64 Committed customers 64 Uncommitted customers 64 Open non-customers 64
CONTENTS Unavailable non-customers Prospecting 65 Sources of sales leads 66 Integrated prospecting 75 Operational CRM tools that help customer acquisition 78 CRM customer insight, analytics, and reporting 78 Campaign management 79 Events as triggers for marketing 80 Lead management and the sales process 80 Key performance indicators of customer acquisition programmes 4 65 81 Conclusion 85 Discussion questions 85 Managing the customer journey: customer retention and development 87 Chapter objectives 87 Introduction 87 What is customer retention? 88 Measuring customer retention 88 Measurement challenges and information sharing 90 The role of research in reducing churn 91 Deciding on the best customers to retain and/or develop 92 Approaches to maximising customer retention 93 Customer retention approach #1 : building customer engagement by broadening and deepening the customer relationship 95 Customer retention approach #2: securing customer relationships by increasing switching costs 98 Approaches to maximising customer development 105 Approaches for ending customer relationships 106 The role of CRM in customer retention, customer development, and customer termination 108 Key performance indicators of customer retention, customer development, and customer termination 5 109 Conclusion 111 Discussion questions 111 Managing customer perceived value 114 Chapter objectives 114 Introduction 114 Customer perceived value 115 Benefits less costs 116 Goal achievement/non-achievement 11 8
CONTENTS Other customer perceived value conceptualisations Customer experienced value - when do customers experience value? 120 Value-in-use 120 Customer experienced value 120 121 The value proposition ] 21 Value from products (and services) 122 Value from promotions (and communications) 130 Value from place 132 Value from processes 132 Value from people 135 Value from physical evidence 136 The company's operations - choosing the right path 136 Conclusion 139 Discussion questions 140 Customer portfolio management Chapter objectives 144 144 Introduction 144 What is customer portfolio management (СРМ)? 145 Analysing customers for CPM 147 Customer portfolio segmentation Common portfolio models useful for CPM 147 152 Univariate customer portfolio models 152 Bivariate customer portfolio models 154 Trivariate customer portfolio models 155 Multivariate customer portfolio models 157 The strategic implications of CPM 157 Choosing the right customers 158 Choosing the right relationship management strategy 158 Conclusion 159 Discussion questions 159 Section C OPERATIONAL CRM 7 119 Value-in-exchange Communicating and delivering customer perceived value 6 11 8 Marketing automation (MA) 161 163 Chapter objectives 163 Introduction 163 What is marketing automation? 163 Benefits of MA 165
CONTENTS Costs of MA 167 MA and marketing campaigns 168 MA for marketing campaigns and events 168 Multi-channel vs omnichannel marketing campaigns MA and strategic CRM 8 178 Integrated marketing management (IMM) 178 Partner marketing 179 Product life cycle management (PLM) 179 Asset management 180 Conclusion 181 Discussion questions 181 Sales force automation 183 Chapter objectives 183 Introduction 183 What is sales force automation (SFA)? 184 The SFA ecosystem 184 SFA functionality 186 Benefits and costs of SFA adoption 9 170 195 Benefits from SFA 196 Costs of SFA 197 Conclusion 199 Discussion questions 199 Service automation 202 Chapter objectives 202 Introduction 202 What is customer service? 202 Service quality 203 Customer service standards 204 Defining Service Automation (SA) 206 The main use contexts for SA 206 Benefits from SA 208 Costs of SA 211 Software applications for service 211 Customer engagement centres (CECs)/call centres 212 Field service 218 Customer service managers 220 Other 223 Conclusion 227 Discussion questions 228
CONTENTS Section D ANALYTICAL CRM 10 Using customer-related data for analytics 231 233 Chapter objectives 233 Introduction 233 What are customer analytics for? 234 Predicting the future based on the past 235 Uncovering associations 237 Categorising customer segments 238 Analytics for CRM strategy and tactics 239 Analytics throughout the customer journey 240 Analytics for structured data 242 Analytics for unstructured data 244 Big Data analytics 246 The technology essentials 248 Three ways to generate analytical insight 249 Standard reports 249 Online Analytical Processing (OLAP) 249 Data mining 252 Artificial Intelligence (Al), Machine Learning (ML), and Deep Learning (DL) 11 Conclusion 261 Discussion questions 262 Developing and managing customer-related databases Chapter objectives € 258 265 265 Introduction 265 Developing a customer-related database 266 Step 1 - Define the database functions 266 Step 2 - Define the information requirements 268 Step 3 - Identify the information sources 270 Step 4 - Select the database technology and operating system 272 Step 5 - Populate the database 273 Step 6 - Maintaining customer-related databases 274 Managing customer-related databases 276 Desirable data attributes: STARTS 276 Data integration 277 Data warehousing 279 Conclusion 280 Discussion questions 281
CONTENTS Section E IMPLEMENTING CRM SYSTEMS 12 Planning and organising for CRM 285 Chapter objectives 285 Introduction 285 Planning for CRM - developing the CRM business case 286 The benefits dependency network Organising for CRM 289 289 Functional structure 290 Geographic structure 291 Product, brand, or category structure 291 Market or customer structure 292 Matrix structure Virtual organisations and CRM 13 283 294 295 Choosing the best organisational structure for CRM 296 Conclusion 297 Discussion questions 297 Implementing CRM 299 Chapter objectives 299 Introduction 299 Phase 1 : Develop the CRM strategy 300 Situation analysis 300 Commence CRM education 302 Develop a CRM vision 302 Set priorities 303 Establish CRM project goals 303 Identify the contingencies, resources, and people changes 303 Agree the business case with Board 304 Phase 2: Build CRM project foundations 305 Establish governance structures 305 Specify change management needs 306 Organisational culture 306 Buy-in 307 Identify project management needs 308 Identify critical success factors 308 Develop risk management plan 310 Phase 3: Needs specification and partner selection 310 Process engineering 310 Data review and gap analysis 312
CONTENTS Initial technology needs specification and research alternative solutions 313 Write request for proposals (RFP) 313 Call for proposals 314 Revised technology needs identification 314 Assessment and partner selection 315 Phase 4; Project implementation 315 Refine project plan 315 Identify technology customisation needs 315 Prototype design, test, modify, and roll out 315 Phase 5: Performance evaluation 316 Conclusion 316 Discussion questions 317 Section F THE FUTURE 319 14 Current developments in CRM 321 Chapter objectives 321 Introduction 321 Advances in CRM technology 321 Customer interaction 322 Customer analysis 323 CRM decision support 323 CRM adoption 324 Old habits 324 Privacy and ethics 325 The OECD principles 325 General Data Protection Regulation 327 Conclusion Appendix: CRM hosting options 328 329 Point solutionfs) versus integrated suite 329 On-premise versus cloud-based 330 Three examples of CRM-related clouds 331 Industry-specific solutions 336 Open Architecture 337 Index 339 |
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| spelling | Prior, Daniel Verfasser (DE-588)1215356536 aut Customer relationship management concepts, applications, and technologies Daniel D. Prior, Francis Buttle, and Stan Maklan Fifth edition London ; New York Routledge 2024 xxv, 345 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Kundenmanagement (DE-588)4236865-0 s Beziehungsmanagement (DE-588)4326109-7 s DE-604 Buttle, Francis A. Verfasser (DE-588)171179412 aut Maklan, Stan Verfasser (DE-588)1318882559 aut Erscheint auch als Online-Ausgabe 978-1-003-29515-0 4. Aufl. u.d.T. Buttle, Francis A. Customer relationship management Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034930497&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Customer relationship management concepts, applications, and technologies |
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| title_old | Buttle, Francis A. Customer relationship management |
| title_short | Customer relationship management |
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