Customer Relationship Management Systems Handbook

ISBN-13: 9780849311437 / Angielski / Miękka / 2002 / 264 str.

Duane E. Sharp

Opis

The concept of customer relationship management (CRM) has grown from the loosely defined methodology of using customer transactions for developing profiles on customers to the well-defined business process of using sophisticated tools and analytical processes for managing each customer on an individual basis. CRM integrates e-mail and the PDA with the day planner, electronic scheduler, client database, and a number of other business management tools so you can create a single point from which to manage customer relationships.
The Customer Relationship Management Systems Handbook provides a complete and detailed analysis of CRM, its origins, rationale, implementation strategies, core technologies, and benefits. The author takes readers through the evolution of CRM- from its early beginning as a tool for better managing and utilizing vast amounts of customer transaction data acquired in day-to-day transactions to today's sophisticated data warehouse-based systems. The text was researched, formatted, and written for IS professionals who need a full understanding of what is involved in the successful development and implementation of a CRM.
To highlight the significant benefits of implementing CRM strategies, the book provides examples of successful CRM implementations from a broad range of business sectors. These implementations, presented in a case study format, demonstrate implementation processes, appropriate technologies, and vendor solutions that work. Wherever possible, illustrations are used to enhance the textual presentation. The complete analysis of CRM provided in the Customer Relationship Management Systems Handbook will enable you to accomplish what many businesses fail to do-put the customer first.

Spis treści

THE CUSTOMER TODAY
Who is the Customer?
A Shifting Paradigm
A New Look For Marketing
Customer Feedback
Managing Relationships: The CRM Solution
The Stages of a CRM Strategy

THE EVOLUTION OF CUSTOMER RELATIONS TO CRM
Planning
Strategies for Managing Customer Information
The CRM Planning Phase
CRM Strategy: From Planning to Development
A Twelve-Stage CRM Strategy
Applying the CRM Strategy
CRM Issues, Tactics, and Methodologies
Two-Way Dialog: Customer Input to CRM
Testing and Evaluating CRM Solutions
Managing the CRM Program
CRM Analytics in Data Mining
CRM: Summing Up the Business Value

THE TECHNOLOGY OF CRM
An Overview of the Data Warehouse
Design and Construction of a Data Warehouse
Data Marts in the Real World
Avoiding the Pitfalls of Data Warehousing
The Data Warehouse Development Process
The Operational Data Warehouse
Data Warehousing Computer Platforms
Data Warehousing and CRM: Managing the Project
Data Warehouse Development: One Vendor's Methodology
Elements of Database Technology
The Business Tools: Analytical CRM
Data Warehousing Architectures: Options
Implementing the Enterprise Data Warehouse
Decision Support Systems and Data Warehousing
Database Management Systems
From Data Warehousing to Data Mining
Data Consistency and Quality
Managerial and Organizational Impacts of Data Warehousing
Vendors with CRM Technology
Conclusion

CASE STUDIES IN CRM
Automotive
Communications
Energy
Entertainment
Financial Institutions
Fund-Raising
Healthcare
Insurance
Investment
Packaging
Recruiting and Training
Retail
Technology
Transportation and Travel
Wholesale
Analyzing Case Studies for Maximum Benefit

PRIVACY IN CRM
Data Privacy
Government Initiatives
CRM: Opportunities to Address Privacy Concerns
P3P Standard and Definitions
Industry Support for Privacy Initiatives
Protecting Personal Privacy in CRM

BENEFITS OF CRM
Benefits of CRM by Business Sector
The General Value of CRM
Determining the ROI for a CRM Solution
The Ultimate Benefits of CRM

Appendix A: Glossary of CRM and Data Warehouse Terminology
Appendix B: References and Bibliography
Index

O autorze

Sharp, Duane E.