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CRM

Author Jeffrey Peel
Release Date: 2002/07/01
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Book Description

In CRM, Jeffrey Peel defines Customer Relationship Management in a radical new way by putting communications at the center. In the past, CRM was mostly about the technology, not about the customer. In this book, Peel talks about a new ethos that is beginning to fundamentally change the way organizations do business. At a technology level, CRM is increasingly about conjoined best-of-breed applications delivered via portal technologies. At a business level, it is beginning to invade traditional territories occupied by brand management or customer support. Peel shows companies how to make the shift to the new paradigm.

Table of Contents

  1. Front cover
  2. CRMRedefining CustomerRelationship Management
  3. Copyright
  4. Contents
  5. Preface (1/2)
  6. Preface (2/2)
  7. Acknowledgments
  8. Chapter 1 -The New Customer Challenge
    1. Change is happening
    2. A technology focus?
    3. What's it all about?
    4. CRM: C for communications?
    5. C RM practitioner views versus customerviews: The data (1/2)
    6. C RM practitioner views versus customerviews: The data (2/2)
    7. A focus on the e-mail channel: A study innonperformance in U.S. and U.K. banking
  9. Chapter 2 - CRM Technology and CRM: The Need for a Communication-Centric Approach
    1. New ERP?
    2. CRM: Call center, right?
    3. Introducing the contact-center conduit
      1. The contact center and product marketing
      2. External experts
      3. Customer data
      4. Sales force
    4. Connected contact center?
    5. Asynchronous versussynchronous communications (1/2)
    6. Asynchronous versussynchronous communications (2/2)
  10. Chapter 3 - The Analyst's View of CRM
    1. Why do analysts matter?
    2. Give me your watch, I'll tell you the time
    3. CRM roots
    4. The analyst's viewpoint on CRM
    5. Integration needs for customer systems
    6. Increased incorporation of customerknowledge and customer analytics
    7. The universal queue
    8. Customer satisfaction surveys
  11. Chapter 4 - The Application Revolution and Its Implications for CRM
    1. Background
    2. Myriad definitions
    3. The portal concept
    4. The integration: Here and now
    5. A mix of front ends
    6. New integration paradigms
    7. An integration chronology
    8. The WebSphere story
    9. A closer look at Web services
    10. Integration and the implications for CRM
    11. Defining an integration approach
    12. A closer look at XML and SOAP and theoperational front-office portal
    13. Web services and CRM
  12. Chapter 5 - Analytical CRM
    1. Enhancing relationships
    2. Data aggregation
    3. A history lesson
    4. Wave I analytical CRM
    5. Wave 2 analytical CRM
    6. Wave 3 analytical CRM
  13. Chapter 6 - Dot-Com CRM Red Herrings and Introducing CMR (and DCM)
    1. Dot-corns and LDOs
    2. Dot-corn-defined CRM software
    3. LDO-focused CRM definitions
    4. CRM or CMR?
    5. A move from mass marketing?
    6. The new marketing?
    7. Technology consequences?
    8. And DCM?
    9. LDOs and CRM--The bottom line
  14. Chapter 7 - A Role for Marketing-Oriented Ct?dl/l Technologies
    1. A change of control?
    2. The death of mass marketing--Fact or fiction?
    3. The end of churn
    4. A brave new world?
    5. The C RM here and now
    6. Enter "qualitative direct marketing"
    7. The human touch
    8. Portals (again)
  15. Chapter 8 - Selecting Vendor Solutions
    1. The process conundrum
    2. Departmental and suite-based solutions
    3. A fit-for-purpose approach
    4. The enterprise suite-based approach
    5. The analytical C RM vendors
    6. Marketing CRM systems
    7. The customer service segment
    8. Sales force automation segment
    9. Workflow vendors and otherback-end systems
    10. The middleware piece
  16. Chapter 9 - Defining CRM Processes
    1. Shoddy standards and C RM
    2. Measurement at the microlevel
    3. A role for process and outsourcing
    4. A focus on the four tenets
      1. Knowledge
      2. Reciprocity
      3. Easy communications
      4. Local context
    5. A multiple-channel approach
    6. Describing the customer
    7. Defining different personas and closingthe loop
    8. A key role for analytics
    9. A strategy for channel development
    10. Establishing electronic processes
  17. Chapter 10 - A ResearchedApproach to CRM
    1. Effective and coordinated research
    2. The churn debate
    3. The brand and C RM
    4. Brand management or C RM?
    5. New perspectives on loyalty
      1. Perceptual data
      2. Purchasing history
      3. Interaction patterns/proximity to decision points
    6. Decision points
    7. Lifetime value calculation
    8. Defining the optimal customer
    9. Introducing customer "nests"
  18. Chapter 11 - Conclusion
  19. Glossary of CRM-Related Terms (1/3)
  20. Glossary of CRM-Related Terms (2/3)
  21. Glossary of CRM-Related Terms (3/3)
  22. Vendo r Directory (1/3)
  23. Vendo r Directory (2/3)
  24. Vendo r Directory (3/3)
  25. About the Author
  26. Index
    1. A
    2. B
    3. C
    4. D
    5. E
    6. F
    7. G
    8. H
    9. I
    10. J
    11. K
    12. L
    13. M
    14. N
    15. O
    16. P
    17. Q
    18. R
    19. S
    20. T
    21. U
    22. V
    23. W
    24. X
    25. Y