Customer relationship management

This book presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. The former Director of HP's enterprise-wide CRM initiative shows how to identify the elements of CRM most crucial to your organization, then implement infrastructure to deliver on your key priorities, whatever they are. Through real-world case studies drawing on her extensive experience as a CRM leader and consultant, Judith W. Kincaid addresses both the managerial and technical challenges of CRM. Kincaid's authoritative process examples and detailed templates make it easier to get started-and get results.

• Developing realistic strategic plans and roadmaps customized to your organization
• Getting started fast, and iterating small steps to powerful success
• Addressing all customer touchpoints: Web, e-mail, call centers, direct mail, sales contacts, tech support, and more
• Establishing realistic expectations and metrics
• Translating your CRM objectives into essential organizational changes
• Designing integrated customer databases and infrastructure
• Understanding the crucial interactions between the technical and management aspects of CRM

Contents

• Commerce in the 21st Century
• The Case for Customers Relationship Management
• What is CRM ?
• e-CRM - What's the Difference ?

• Understanding the Method
• Get Ready: Avoiding Common Barriers
• Get Set: Organizing For Success
• Go! Developing Your CRM Strategy
• Launching a Project

• Building Infrastructure Components
• Understanding the Information Component
• Understanding the Process Component
• Understanding The Technology Component
• Understanding The People Component
• Managing The Project

• Integrating Components
• Finding The "Right" Customers
• Delivering The Customer Offer
• Evaluating Project Result

• Managing Quality Information As a Company Asset
• Designing Quality System For a Competitive Advantage
• Customer Privacy: Seize Your Opportunity
• CRM: You Got It, Right ?