Read more
The rules change when the tools change Generating traffic to a website and catching the interest of the visitor, in order to make him buy a product or a service, is within everyone's reach today. Intensive research, try outs and the learning experience of E-Commerce pioneers have helped to uncover the marketing & sales possibilities of the Internet. But now that we have customers visiting our site, how do we keep them coming back? How to get a clear profile of each customer, so we can give him (or her!) the service he's looking for? And offer him other products he could also be interested in? To achieve this, companies are increasingly turning to Customer Relationship Management: the concentration of sales, marketing and service forces by integrating all dataflows into one data warehouse, thus blending internal processes with technology. The right way to market, sell and service customers requires a different CRM strategy for every company. Some organizations that reengineered their CRM processes are reporting revenue increases of up to 50%, whereas others have had obtained minimal gains or no improvement at all. The difference between the success or failure of a CRM project lies in the knowledge and ability that an organization brings to its efforts. This Hon Guide defines CRM from different points of view: sales, marketing, customer support and technology.
List of contents
1: Introduction to CRM.- Does CRM really pay? A general management perspective.- CRM Definitions - Defining relationship marketing and management.- Customer Relationship Management - An opportunity for competitive advantage?.- Build relationships with customers that competitors find difficult to break.- Implementing the Customer Relationship Management Foundation - Analytical CRM.- e-Everything - Technology-Enabled Customer Relationship Management.- The importance of marketing data intelligence in delivering successful CRM.- Making every customer relationship count - Exploring the business drivers and technology enablers of customer relationship management.- Smart CRM Solutions: The key to competing in the Net Economy.- 2: How to integrate CRM in your business.- The CRM Lifecycle, Without CRM Analytics, your customers won't even know you're there.- Closing the Loop to Optimize Customer Relationships.- Unified Customer Interaction.- Implementing a CRM-based Campaign Management Strategy.- Modeling customer relationships - A flexible, integrated architecture enables customer-centric marketing.- Customer Relationship Management: Choosing the appropriate strategy and Data Warehousing technology to win and retain customers.- High-Availability Networks Enable Business-to-Consumer E-Business.- Extended Enterprise Applications. Spotlight Report.- 3: CRM in practice.- Customer-Brand Value.- Customer Focused Marketing - A strategy for success.- CRM. A guide to marketing, sales, and service transformation.- CRM Measurement: Measure up ... or shut up!.- Analytical Customer Relationship Management.- Successful Customer Relationship Management: why ERP, Data Warehousing, Decision Support and Metadata matter.- Building the Business Case Blues or Business Case Blues.-Customer Profitability - Information just isn't enough.- Building profitable customer relationships with data mining.- CRM Application Service Providers - Risks and rewards.- A realistic view on Customer Relations.- 4: CRM in callcenters.- CRM Success: Call Center Improvement.- Integrating the call-centre with customer information.- CRM, Customer Service and Workflow in the call centre.- Customer Relationship Management in the Internet Age.- The Users Speak: Trends in Call Centers and Web-Based Customer Care.
About the author
The Publishing department of SCN Education was founded in 1998 and has built a solid reputation with the production of the HOTT Guide series. Being part of an international IT-training corporation, the editors have easy access to the latest information on IT-developments and are kept well informed by their colleagues. In their research activities for the HOTT Guide series they have established a broad network of IT-specialists (leading companies, researchers, etc) who have contributed to the books.
Summary
Companies need a new approach - CRM - to leverage the Web's unique strengths for capturing and publishing a single view of customers. How does it work? What is the best CRM strategy? Which companies have successfully implemented CRM in their business? This HOTT Guide defines CRM from different points of view: sales, marketing, customer support and technology. By presenting white papers on the technology, business cases, reports sharing the major trends occurring in the CRM marketplace, interviews with experts in the CRM-field, and a special chapter dedicated to the implementation of CRM in callcenters, the reader will have the most complete file on CRM possible at his disposition. This HOTT Guide is a unique ready-to-use guide for any manager interested in optimizing the relationship with his customers, by using the newest technologies.
Foreword
zum Buch: The ultimate handbook on CRM
zur Reihe: HOTT-Guide - Hands On HOTT Topics
