상세정보

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 :

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 :