Collaborative Customer Relationship Management

Taking CRM to the Next Level

Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert

274 pages, parution le 21/08/2003

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Résumé

Driven by rapidly changing business environments and increasingly demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and CRM. In this context, new strategic frameworks and cooperation with everybody along the whole value chain are needed to allow managers to deal with the changes in shopping patterns of consumers. This book presents a new strategic framework that has been tested successfully with various global companies. New management concepts such as Collaborative Forecasting and Replenishment, CRM, Category Management, and Mass Customization are integrated into one holistic approach with a view to jointly develop customer bonding and loyalty.
Experts from companies like McKinsey, Procter&Gamble, Accenture, and AC Nielsen, as well as authors from renowned academic institutions, offer valuable insights on how to redesign organizations for the future.

Customer Relationship Management: The Basics:
- Customer Management as the Origin of Collaborative Customer Relationship Management.- What Have We Learned so Far? Making CRM Make Money - Technology Alone Won't Create Value.
Collaborative Customer Relationship Management - How to Win in the Market with Joint Forces:
- CCRM; Case Study: Implementation of Collaborative Customer Relationship Management at Procter & Gamble
- The Integration of Supply Chain Management and Customer Relationship Management. Case Study: ISCRM - A Study of the Business Benefits Achieved Through Integrated Supply and Customer Relationship Management
- The Future of Collaborative Customer Relationship Management: Integrating Demand and Supply Chains.
The Demand Side: Collaborative Customer Relationship and Category Management
- Collaboration in CRM: Potentials and Challenges of an Individualization Based Approach
- Building Customer Loyalty with Collaboration Nets: Four Models of Individualization Based CCRM
- CCRM from a Market Research Viewpoint
- Category Management: Why Now?
The Supply Side: Collaborative Planning, Forecasting and Replenishment (CPFR) as a Tool to Support CCRM
- CPFR - Views and Experiences at Procter & Gamble
- How to Scale Your CPFR-Pilot.
What's Next? - The Future of Collaborative Customer Relationship Management: New Ways of Category Management
- Collaborative Category Management on the Internet - Basics to Create and Manage Consumer-Focused Asortments in Online-Shops.
Conclusions and Key Takeaways.

L'auteur - Alexander H. Kracklauer

Harvard Business School, Boston, MA, USA; Editor

L'auteur - D. Quinn Mills

Harvard Business School, Boston, Massachusetts, USA; Editor

L'auteur - Dirk Seifert

Harvard Business School, Boston, MA, USA ; Editor

Caractéristiques techniques

	PAPIER
Éditeur(s)	Springer
Auteur(s)	Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert
Parution	21/08/2003
Nb. de pages	274
Format	16 x 24
Couverture	Relié
Poids	555g
Intérieur	Noir et Blanc
EAN13	9783540002277