Contents
Preface
Acknowledgments
The New Customer Challenge
I. I Change is happening
1.2 A technology focus?
1.3 What's it all about?
1.4 CRM: C for communications?
1.5 CRM practitioner views versus customer views: The data
1.6 A focus on the e-mail channel: A study in nonperformance in
U.S. and U.K. banking
CRM Technology and CRM: The Need for a
Communication-Centric Approach
2. I New ERP?
2.2 CRM: Call center, right?
2.3 Introducing the contact-center conduit
2.4 Connected contact center?
2.5 Asynchronous versus synchronous communications
The Analyst's View of CRM
3.1
3.2
3.3
3.4
3.5
Why do analysts matter?
Give me your watch, I'll tell you the time
CRM roots
The analyst's viewpoint on CRM
Integration needs for customer systems
xi
xvii
13
17
17
2(3
21
23
25
35
35
36
39
42
45
vii
viii Contents
3.6
3.7
3.8
Increased incorporation of customer knowledge and
customer analytics
The universal queue
Customer satisfaction surveys
The Application Revolution and Its Implications for CRM
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
Background
Myriad definitions
The portal concept
The integration: Here and now
A mix of front ends
New integration paradigms
An integration chronology
The WebSphere story
A closer look at Web services
Integration and the implications for CRM
Defining an integration approach
A closer look at XML and SOAP and the operational
front-office portal
Web services and CRM
Analytical CRM
5.1
5.2
5.3
5.4
5.5
5.6
Enhancing relationships
Data aggregation
A history lesson
Wave I analytical CRM
Wave 2 analytical CRM
Wave 3 analytical CRM
Dot-Com CRM Red Herrings and Introducing CMR (and DCM)
6.1
6.2
6.3
6.4
6.5
6.6
6.7
6.8
6.9
Dot-coms and LDOs
Dot-com-defined CRM software
LDO-focused CRM definitions
CRM or CMR?
A move from mass marketing?
The new marketing?
Technology consequences?
And DCM?
LDOs and CRM~The bottom line
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51
53
53
54
54
56
57
58
60
61
62
63
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67
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Contents ix
10
A Role for Marketing-Oriented CRM Technologies
7. I A change of control?
7.2 The death of mass marketing~Fact or fiction?
7.3 The end of churn
7.4 A brave new world?
7.5 The CRM here and now
7.6 Enter "qualitative direct marketing"
7.7 The human touch
7.8 Portals (again)
Selecting Vendor Solutions
8. I The process conundrum
8.2 Departmental and suite-based solutions
8.3 A fit-for-purpose approach
8.4 The enterprise suite-based approach
8.5 The analytical CRM vendors
8.6 Marketing CRM systems
8.7 The customer service segment
8.8 Sales force automation segment
8.9 Workflow vendors and other back-end systems
8.10 The middleware piece
Defining CRM Processes
9. I Shoddy standards and CRM
9.2 Measurement at the microlevel
9.3 A role for process and outsourcing
9.4 A focus on the four tenets
9.5 A multiple-channel approach
9.6 Describing the customer
9.7 Defining different personas and closing the loop
9.8 A key role for analytics
9.9 A strategy for channel development
9.10 Establishing electronic processes
A Researched Approach to CRM
10.1
10.2
10.3
10.4
10.5
Effective and coordinated research
The churn debate
The brand and CRM
Brand management or CRM?
New perspectives on loyalty
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II0
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128
13C
13C
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13E
13~
141
14. c
14~
14~
14i
14E
15C
155
15. ~
15~
15;
15 c
16(
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