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Performance-driven CRM : how to make your customer relationship management vision a reality

Performance-driven CRM : how to make your customer relationship management vision a reality (1회 대출)

Brown, Stanley A., 1946- Gulycz, Moosha.
서명 / 저자사항
Performance-driven CRM : how to make your customer relationship management vision a reality / Stanley A. Brown and Moosha Gulycz.
Chichester :   Wiley,   c2002.  
xx, 272 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Customer relations.
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100 1 ▼a Brown, Stanley A., ▼d 1946-
245 1 0 ▼a Performance-driven CRM : ▼b how to make your customer relationship management vision a reality / ▼c Stanley A. Brown and Moosha Gulycz.
260 ▼a Chichester : ▼b Wiley, ▼c c2002.
300 ▼a xx, 272 p. : ▼b ill. ; ▼c 24 cm.
504 ▼a Includes bibliographical references and index.
650 0 ▼a Customer relations.
700 1 ▼a Gulycz, Moosha.


No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 세종학술정보원/사회과학실/ 청구기호 658.812 B879p 등록번호 151158142 도서상태 대출가능 반납예정일 예약 서비스 B M



How to tell if-and how much-CRM is working in your firm
Enthusiastically adopted by many firms as the way of the future, Customer Relationship Management is now facing its toughest challenge yet: the company evaluation. Measuring what gains CRM has made for your company, if any, is sound business. And Performance-Driven CRM lets you determine how sound your investment in CRM has been, with practical tools for measuring and monitoring CRM initiatives and its impact on operations and the bottom line. Fully equipped with questionnaires, assessment tools, exercises, and action plans, the book also contains case studies and best practice examples from PricewaterhouseCoopers's global CRM practice, including FedEx, NEC, and Sears. With tips on e-business applications, the book describes how to use Web tools in research and what to measure in an Internet environment. This is an ideal resource for measuring-and maximizing-the return on your firm's CRM investment.

정보제공 : Aladin


Stanley A. Brown(지은이)

<세계 최고 기업들의 CRM 전략>

Moosha Gulycz(지은이)

정보제공 : Aladin


Preface: What is Performance Driven CRM? PART ONE: DETERMINING AND ALIGNING THE CRM VISION Overview Checklist-- Are You Ready to Start? Chapter 1: Getting Started: The Need for a CRM Vision to Drive the Process Definition Creating the Vision Getting Started 1. Assess the Current Business Context 2. Create the Strawman Vision 3. Build the Business Case 4. Prioritize, Plan and Transform Summary Chapter 2: The Myths and the Facts Surrounding CRM Myth 1: CRM Has Not Been Successful-- It Just Does Not Work Myth 2: CRM is All About Technology Myth 3: CRM is Supposed to be Able to Improve Customer Satisfaction... Summary Checklist-- Are You Ready for Performance Driven CRM? PART TWO: CREATING PERFORMANCE DRIVEN CRM-- THE THREE CRITICAL PERFORMANCE PROGRAMS Overview Understanding Your Customer Understanding Your Organization Committing to Continuous Improvement in Quality Service Chapter 3: Understanding Your Customer-- The Customer Performance Program Getting Started Customer Needs Customer Buying Practices Defection Patterns Rewards and Incentives that Have Value Opportunities for Personalization of Offers Appropriate Timing and Frequency of Customer Promotions Effective Customer Retention Programs Actions that Make a Difference Requirements for Customer Differentiation The Need for Change in Channel Preferences and Impact Checklist-- Do You Understand Your Customer? Summary Chapter 4: Understanding Your Organization-- The Organizational Performance Program The Six Dimensions Structure and People Financial Strategy Service and Products Process and Delivery Channels Infrastructure and Enabling Supports Market Strategy Developing Your Organizational Performance Program Step One: Develop the Organizational Performance Program Framework Step Two: Identify Dimensions and Describe How These Will Measure the Outcomes Step Three: Create a List of Performance Measures and Performance Indicators that Will Determine if the Dimension is Meeting the Performance Driven CRM Outcome Step Four: Assess the Feasibility of Each Performance Measure Step Five: Define Performance Measurement Attributes Step Six: Determine the Baseline, Targets and Standards for Each of the Performance Measures Step Seven: Define a Regular Reporting Process Step Eight: Take Action Step Nine: Practice Performance Driven CRM Critical Elements in Designing Your Organizational Performance Program Chapter 5: Committing to Continuous Improvement in Quality Service-- The Quality Service Performance Program Customer Loyalty How to Create Continuous Improvement Through a Quality Service Performance Program Step One: Establish Quality Service Champions Step Two: Embed Quality Service Beliefs

정보제공 : Aladin

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