Managing High-Tech Services Using a Crm Strategy

ISBN-13: 9781574443462 / Angielski / Twarda / 2002 / 376 str.

St Lucie Press; Donald Blumberg

Opis

As high-tech service industries grow more competitive, the need to develop customer focused business strategies becomes imperative. Managing High-Tech Services Using a CRM Strategy explores how to manage and direct any service organization utilizing a high tech strategy supported by the Customer Relationship Management (CRM) infrastructure, enabling you to gain and retain a competitive edge for your company.
This book highlights issues and problem-solving applications including:

The correct business model for service and how it differs from a product oriented model

The key factors, elements, and dynamics influencing the success and failure of service organizations

Development, implementation, and rollout of a superior service operation on either a standalone basis or in support of a product or manufacturing business

The integration of service delivery mechanisms and relevant data on a real-time basis

Using CRM databases to measure customer satisfaction and quality

Supporting CRM efforts with state-of-the-art wireless technologies

Estimating the cost of CRM efforts and measuring the results
This volume provides a fresh and incisive look at how to successfully manage service businesses. The author shows you how to rethink the basic service business model and the key operational dynamics in order to optimize your service business, both strategically and tactically, generating significantly increased top line revenues and bottom line profitability. A core element of this overall customer strategy is CRM, which gives you the tools, systems, and infrastructure you need to get and stay ahead in today's hyper competitive business environment.

Spis treści

MANAGING SERVICE: A GENERAL OVERVIEW AND INTRODUCTION

Managing Service as a Line of Business
Data Resources in a Product vs. Service Business
Service as the Key to the Competitive Edge
Service as a Competitive Differentiator
New Ways of Pricing Service
The Business of Managing Service Also Requires a Marketing
Philosophy
Use of New Technology and Infrastructure to Manage Service Business
and Customer Relationships
The CRM/e-Business Paradigm
Critical Issues in CRM Integration
CRM Design Trade-Offs

Managing Service in Specific Market Segments
Service Operations in Different Market Segments
Health Care
Transportation and Distribution
Electric, Gas, and Communication Utilities
Third- and Fourth-Party Service Providers
Finance and Insurance
Banking
Other Service Business Situations and Opportunities
Summary

Key Service Management Elements
Management in the Service Enterprise

CRM & SMS TECHNOLOGY

Infrastructure and Functions of CRM and SMS Technology
Description of Key Functions Supported by Integrated SMS/CRM
New Developments in Service Management Systems
Vendors of CRM-Based Service Management Systems

Managing and Optimizing Service Using CRM and SMS
General Strategic Optimization to Solve the "Pain" Problems of Service
Executives
Strategies and Tactics for Optimizing Productivity
Improving Productivity of the Service Logistics
General Approaches to Service Management

State-of-the-Art CRM and SMS Technology
Call Diagnostics and Call Avoidance
Workforce Scheduling and Assignment
Data Mining and Warehousing
Systems Design Steps to Maximize Use of State-of-the-Art CRM/SMS
Summary

Using E-Commerce to Sell, Manage, and Deliver Service
Managing Warranty Service Using Stand-Alone or Internet-Based
Systems
Managing the Strategic Value of the Warranty Process
Importance of Perceptions in Managing Warranty and Post-Warranty
Service
Managing Warranty and Post-Warranty Support in a Dealer Environment

MARKETING AND SELLING SERVICE

Measuring and Evaluating Service Quality
Key Measures of Customer Satisfaction
Customer Satisfaction and Willingness to Pay
Mechanisms for Measuring and Surveying Customer Satisfaction and
Service Quality
Design Characteristics of an Effective Customer Satisfaction Market
Survey
Advantages and Disadvantages of Alternative Survey Methods
Service Satisfaction Audit and Evaluation
Summary of Requirements for Customer Satisfaction and Service Quality
Control and Coordination
Benchmark and Evaluation of Service Productivity
Method of Approach to Benchmark Analysis and Evaluation
General Analysis and Evaluation of the Benchmark Database
Identification and Assessment of Critical Benchmark Parameters

Developing Service Market Strategy and Portfolios
Cost Containment
Use of External Vendors and Service Outsourcing
Service Selection Factors
Service Arrangements and Features
Parts and Material Availability
Single Source of Service
Attitudes toward Subcontractors
Quality of Communications with Customers
The Need for Training
Factors Influencing Price Elasticity of Demand
Role of the Service Contract in Focusing on Service Market Segments of
Interest
Performance Contract, Design, and Specification
Revenue Expansion Based on Service Performance Contracting
Use of Performance Contracting to Win
Summary

Marketing and Selling Service
Developing the Public Relations Marketing Strategy
Most Critical Issues
Sources of Assistance
Developing and Implementing the Public-Relations-Based Marketing
Strategy
Moving from Marketing to Selling Service
Managing Service Sales
Summary and Conclusions

Pricing Service to Maximize Revenues and Profits
Introduction
Pricing Strategy Alternatives
Price/Fee Structures
Implementing a Pricing Strategy
Developing Service Prices in the Service Market
Summary

SERVICE OPPORTUNITIES, POTENTIAL, AND THE FUTURE

New Service Market Opportunities and the Use of Service to Change Market Position
Introduction
The Role of Market Segmentation
Vertical Market Segment Service Opportunities and Trends
Horizontal Market Service Opportunities and Trends
New and Emerging Service Markets
The Impact of New Service Outsourcing Trends
Market Segments with Major Impact

Overall Issues in Managing Service

APPENDICES

Application of Benchmarking of Service Operations for Improving Service Organization Productivity and Efficiency

A New Strategic View of the U.S. Service Market Size, Structure, Segmentation, and Trends

Bibliography

O autorze

Donald F. Blumberg