Index 205
Brock Control Systems, 39, 41
Business evolution
changing functions and, 104
CRM strategy control and, 103-4
departmental boundaries and, 104
C
Call-centers
applications, 20
churn, 20-21
communication channels and, 28
connected, 23-25
customer service and, 20-21
employee cross-training, 31-32
employee quality/motivation, 20-21
as false panacea, 20
future, 9
managers, 23-24
multiple channel development and, 27-33,
148-50
See also
Contact-centers
Case management, 32, 174-75
Categorization, 175
Channels.
See
CIM channels
Chatham, Bob, 52
Churn
brand equity and, 156-57
call-center employee, 20-21
control with customer service, 9
defined, 175
dot-coms and, 104
elimination, 111
end of, 106-7
research, 156-57
CIM channels
ATM application, 28-29
call-centers, 28-29
development strategy, 148-50
e-mail, 28-29
illustrated, 29
in-person, 28-29
integration strategy, 148-50
IVR, 28-29
multiple channel processes, 145
proliferation of, 28-29
text chat, 28-29
text messaging, 28-29
video application, 28-29
WAP phone application, 28-29
web applications/Webforms, 28-29
See alsa
Customer interaction management
Client/server architectures,
75-76
Closed-loop marketing, 101
defined, 176
e-channel, 110
near-instant metrics and, 110
processes, 146-47
supporting all channels, 115
CMR
CRM vs.,
93-95
example, 94
See also CRM
Collaboration functions/processes, 32, 117
Collaborative CRM, 176
Communications, 27-33, 169-70
analytics and, 75
asynchronous vs. synchronous, 26-33
brand loyalty and, 5
call-centers and, 20-21
as cause of CRM failure/success, 13
consideration and, 4-5
contact-center conduit and, 21-23
as CRM central focus, 3-4, 6, 17-33, 169
as customer care tenet,
144-45
customer value and, 4
DCM and, 101
gridlock, 7
mobile.
See
Mobile communication
multiple channels of, 15-16, 27-33,
148-50
portals as, 116-17
206 Index
Communications
(cont'd)
proactive, 73
processes, multiple-channel, 145
relevance for profitability, 5
strategy vision, 97-98
technology vs., 17
universal queue and, 50-51
See also
Mobile communication
Consultative selling, 92-95
CMR as, 93-95
collaborative vs., 93
defined, 92
qualitative direct marketing and, 111
Consulting.
See
Management consulting
companies
Consumers.
See
Customer(s)
Contact-centers
CIM architecture and, 30-31
connected, 23-25
as CRM conduit, 21-23
customer data and, 21-23
defined, 177
external experts and, 21-22
illustrated, 21
multiple channel development and, 27-33,
148-50
product marketing and, 21-22
sales force and, 21, 23
Wave 3 analytical CRM and, 85
See also
Call-centers
CORBA, 176-77
CRM
accountability and, 104
analyst's view, 35-52
analytical.
See
Analytical CRM
application revolution and, 53-69
brand management vs., 159-60
cause of failure and success, 13
CMR vs., 93-95
communication-centric approach, 3-5, 6,
17-33
conclusions, 169-72
DCM and, 100-101
defined, 1, 3, 177
direct and mass marketing vs., 105-6
dot-coms and, 89-102
evolution timeline, 40-42
exchange as fundamental, 3-4
fundamentals, 3-5, 6, 19
goals, 19, 121
heart/core of, 5, 75
history, 1, 39-42
integration.
See
Integration
LDOs and.
See
Large distributed
organizations (LDOs)
managing as fundamental, 3-4
marketing and, 2
mass-market, 91, 95, 96-97
Meta Group definition, 18
as new ERP, 17-19
new marketing, 97-98
operational, 181
origin of term, 39-40
overview, 1-16
point vs. multi-point solutions, 29-30
practitioner vs. customer views, 7-13
processes, 16, 137-53
profitability as fundamental, 3, 5, 19
as relationship-based model, 28-29
researched approach to, 155-67
roots, 39-42
strategy control, 103-4
tactical vs. strategic, 29
themes,
41-42
understanding and, 3
utopia, 120
vendor solutions, 119-36
See also
CMR
CSC, 14
CTI, 177
Customer-managed relationships.
See
CMR
Customer care tenets, 141-45, 172
Index 207
easy communications, 144-45
knowledge, 142
local context, 145
reciprocity, 142-44
Customer database, 138-39
Customer interaction management (CIM)
analytical CRM and, 71-87
architecture, 30
channels.
See
CIM channels
defined, 175-76
as key CRM focus, 2
multi-point solution risks, 29-30
performance study, 9-12
point vs. multi-point solutions, 29-30
relationship-based model and, 28-29
See also
CIM channels; Customer service
Customer relationship management.
See CRM
Customer relationships
at center of business, 31
CMR vs. CRM, 93-95
company perception vs. reality, 11-13
desired by consumer, 2, 11, 14
enhancing, 71-72
multiple communication channels and,
15-16, 27-33
myth, 11, 14
optimal, 164-66
proactive communication and, 73
richer and fuller, 3
Customer retention
communication and, 6
front-office application integration and,
64-66
Uncle Dave effect and, 49-50
Customer(s)
behavioral data, 50
care tenets, 141-45
communication, 3-4, 6, 73
cost to retain vs. obtain, 143
CRM history of failure and, i
data, 21-23
database descriptors, 114-15
data warehouse, 81-83
decision points, 162-63
demographics and expectations, 12
descriptors, 114-15,
146
difficult/high-maintenance, 112
direct interaction/dialog, 113-15
elusiveness/sophistication, 1
engagement and brand definition, 157-59
engagement behavior, 50
exchange with supplier, 3-4
firing, 49-50
fundamental expectations, 12
interaction patterns/decision point
proximity, 161-62
knowledge, 49-50, 142
latency, 49
loyalty.
See
Loyalty
needs, 6, 71
nests, 101, 166-67
optimal, 4, 164-66
perceptual data and, 160-61 ~"~
power shift to, 104
profitability, 49
purchasing history, 161
qualitative direct marketing to, 110-13
stratification, 49-50
system integration needs, 45--48
value, 4, 19, 111,163~64
See also
Customer relationships; Customer
retention
CustomerSat.com, 128
Customer satisfaction
as basis of CRM, 3
brand equity and, 99
call-centers and, 20-21
company perception vs. reality, 10-11
CRM and, 2
demographic influence on, 12
expectation vs. experience, 12-13
loyalty and, 99
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