CRM Automation

Barton J. Goldenberg

294 pages, parution le 13/03/2002

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Résumé

Barton Goldenberg shares his unparalleled practical expertise on everything from security to internationalization, helping you avoid disastrous missteps—and transform the potential of CRM into long-lasting competitive advantage.

Identify your goals and customize a CRM strategy for your enterprise
Understand the 8 key issues that will make or break your CRM initiative
Learn about the top 30 CRM software offerings
Find out what 12 crucial questions you should ask before selecting a software vendor
Preview tomorrow's advances in CRM—to better position yourself and take advantage of a ever-changing environment.

Contents

Preface xxi
About the Author xxiii

Chapter 1 Customer Relationship Management (CRM)-An Overview 1
Chapter 2 CRM: A Working Definition 7
Chapter 3 Successful CRM: Getting the People, Process, and Technology Mix Right 13
Chapter 4 CRM Strategy Formulation 23
Chapter 5 Determining CRM Business Processes 33
Chapter 6 CRM Business Application Trends 39
Chapter 7 CRM Technology Trends 45
Chapter 8 CRM: Benefits and Problems 59
Chapter 9 A Blueprint for Effective Customer Relationship Management 69
Chapter 10 Creating Your CRM Business Case 79
Chapter 11 CRM Software Selection and Implementation Roadmap 85
Chapter 12 CRM System: Requirements Analysis 93
Chapter 13 How to Write Your Systems Specifications Document 103
Chapter 14 Sizing Up Your CRM Software Vendor 113
Chapter 15 The Importance of CRM Project Communications 121
Chapter 16 Eight Key Implementation Issues for Effective CRM Systems 127
Chapter 17 The Necessity of Training, a Good Help Desk, and Effective Systems Administration 135
Chapter 18 E-Business and CRM 141
Chapter 19 E-Service and CRM 149
Chapter 20 Ensuring Consistent Customer Service Across Channels 157
Chapter 21 E-Marketing and CRM 165
Chapter 22 Knowledge Management and CRM 171
Chapter 23 Application Service Providers (ASP): An Overview 175
Chapter 24 Addressing CRM System Security Risks 189
Chapter 25 The Importance of Data Integrity 199
Chapter 26 CRM: An International Perspective 207
Chapter 27 The Future Direction of CRM 213

Appendix A ISM's Top 30 CRM Software Selections 227
Appendix B Sources to Assist in CRM Software Selection 229
Appendix C Software Categories, Vendors, and Pricing 235
Appendix D Glossary of Terms 241

Index 287

Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Barton J. Goldenberg
Parution	13/03/2002
Nb. de pages	294
Format	17,5 x 23,5
Couverture	Broché
Poids	615g
Intérieur	Noir et Blanc
EAN13	9780130088512