Performance-Driven CRM

How to Make Your Customer Relationship Management Vision a Reality

Stanley Brown, Moosha Gulycz

272 pages, parution le 14/05/2002

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Résumé

Many organizations have embraced Customer Relationship Management (CRM) as the way of the future and have invested millions of dollars in CRM technology and processes. But how effective is that investment? What should you measure to determine the value your CRM initiatives are delivering to the organization? Performance-Driven CRM shows you how to apply a balanced scorecard approach to your customer care initiatives. This practical hands-on guide provides you with the tools and techniques to measure and monitor, not for control purposes, but to help you make your vision of CRM a reality. Featuring case studies from organizations such as FedEX, NEC, and Johnson Controls, this book covers both what has to be measured in the Internet environment, as well as how you can use Web tools as enablers for your research and assessment.

I - Determining and aligning the CRM vision
- Getting started : the need for a CRM vision to drive the process
- The myths and the facts surrounding CRM
II - Creating performance driven SRM - The three critical performance programs
- Understanding your customer - The customer performance program
- Understanding your organization - The organizational performance program
- Committing to continuous improvement in quality service - The quality service performance program
III - The tools to build and enable the performance programs
- The tools and technology required for creating the customer performance program
- The tools and technology required for creating the organizational performance program
- The tools and technology required for the quality service performance program
IV - Leading practices in creating performance driven CRM
- Linking the customer performance program and the quality service program
- Staying the course - Focusing on your people
- Conclusion - How to ensure that performance driven CRM become a reality : watch out these pitfalls

L'auteur - Stanley Brown

Stanley Brown est associé de la branche CRM de PricewaterhouseCoopers et dirige le Centre international pour l'excellence de la gestion de client.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Stanley Brown, Moosha Gulycz
Parution	14/05/2002
Nb. de pages	272
Format	16 x 24
Couverture	Relié
Poids	562g
Intérieur	Noir et Blanc
EAN13	9780470831618

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Performance-Driven CRM

Résumé

L'auteur - Stanley Brown

Caractéristiques techniques

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