Customer Relationship Management: The Ultimate Guide to the Efficient Use of CRM

Front Matter....Pages 1-13
Front Matter....Pages 15-15
Does CRM Really Pay? A General Management Perspective....Pages 17-22
CRM Definitions — Defining customer relationship marketing and management....Pages 23-27
Customer Relationship Management — An Opportunity for Competitive Advantage?....Pages 29-32
Build relationships with customers that competitors find difficult to break....Pages 33-36
Implementing the Customer Relationship Management Foundation — Analytical CRM....Pages 37-44
e-Everything: Technology-Enabled Customer Relationship Management....Pages 45-55
The Importance of Marketing Data Intelligence in Delivering Successful CRM....Pages 57-70
Making every customer relationship count. Exploring the business drivers and technology enablers of customer relationship management....Pages 71-81
Smart CRM Solutions: The Key to Competing in the Net Economy....Pages 83-87
Front Matter....Pages 89-89
The CRM Lifecycle. Without CRM Analytics, your customers won’t even know you’re there....Pages 91-100
Closing the Loop to Optimize Customer Relationships....Pages 101-109
Unified Customer Interaction....Pages 111-116
Implementing a CRM-based Campaign Management Strategy....Pages 117-123
Modeling customer relationships — A flexible, integrated architecture enables customer-centric marketing....Pages 125-135
Customer Relationship Management: Choosing the appropriate strategy and Data Warehousing technology to win and retain customers....Pages 137-154
High-Availability Networks Enable Business-to-Consumer E-Business....Pages 155-168
Extended Enterprise Applications. Spotlight Report....Pages 169-212
Front Matter....Pages 213-213
Customer — Brand Value....Pages 215-230
Customer Focused Marketing — A Strategy for Success....Pages 231-234
CRM. A Guide to Marketing, Sales, and Service Transformation....Pages 235-268
Front Matter....Pages 213-213
CRM Measurement: Measure up... or shut up!....Pages 269-275
Analytical Customer Relationship Management....Pages 277-299
Successful Customer Relationship Management: Why, ERP, Data Warehousing, Decision Support, and Metadata Matter....Pages 301-309
Building the Business Case Blues or Business Case Blues....Pages 311-321
Customer Profitability — Information just isn’t enough....Pages 323-337
Building profitable customer relationships with data mining....Pages 339-351
CRM Application Service Providers — Risks and Rewards....Pages 353-355
A Realistic View on Customer Relations....Pages 357-361
Front Matter....Pages 363-363
CRM Success: Call Center Improvement....Pages 365-368
Integrating the Call-Center with Customer Information....Pages 369-379
CRM, Customer Service and Workflow in the Call Centre....Pages 381-385
Customer Relationship Management in the Internet Age....Pages 387-390
The Users Speak: Trends in Call Centers and Web-Based Customer Care....Pages 391-405
Back Matter....Pages 407-408