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Tables of Contents for Successful Customer Relationship Marketing
Chapter/Section Title
Page #
Page Count
List of figures
x
 
List of tables
xi
 
About the authors
xiv
 
List of contributors
xvi
 
Preface
xviii
 
Acknowledgements
xxi
 
Part 1. Knowledge of customer relationship management (CRM) and customers
1
118
Defining CRM and assessing its quality
3
18
Merlin Stone
Neil Woodcock
The CMAT model
5
4
CMAT methodology
9
2
Customer management performance
11
1
The model used to define 'business performance'
11
3
The companies assessed
14
7
Integrating customer data into CRM strategy
21
30
Merlin Stone
Julie Abbott
Francis Buttle
Introduction
21
1
Literature review
22
3
The quantitative study
25
1
Results
26
8
The qualitative research
34
6
CRM case studies
40
8
Case study conclusion
48
3
Strategic data analysis for CRM
51
16
Merlin Stone
Bryan Foss
The product dimension
51
1
The customer dimension
52
1
The hybrid customer and product focus
52
1
Decision analysis framework for product/service optimizers
53
3
The customer optimizer
56
4
The systems and management interface
60
2
The quality of data management
62
4
Conclusions on strategic data management
66
1
Data mining and data warehousing
67
36
Merlin Stone
Richard Sharman
Bryan Foss
Richard Lowrie
David Selby
Definition and key characteristics
67
2
Why use data mining in marketing?
69
6
Basic methodology of data mining
75
8
Basic techniques of data mining
83
4
When to use particular techniques
87
1
Current data mining and why we know it works
88
3
Quantifying the benefits
91
1
The importance of visualization
92
2
Levels of involvement in data mining
94
2
Systems and processes
96
2
Management recommendations
98
5
Analysis requirements
103
16
Merlin Stone
Pre-relationship planning
104
2
Continuing relationship management
106
1
Customer recruitment, retention and competitive defence
107
1
Pre-launch promotional planning and post-close analysis
108
1
Analysis during promotion or sequence of promotions
109
1
Product promotions
110
1
Product range
111
1
Product management
112
1
Dialogue management
112
1
Market research
113
1
Finance
114
1
Operations
114
1
Customer service
115
1
Strategic and marketing planning and control
116
1
Data vending/partner policy
117
2
Part 2. Strategy and technology
119
142
Sharing customer data in the value chain
121
18
Merlin Stone
Tim Virdee
Kevin Condron
Value of the customer database
121
1
Attitudes to sharing data
122
1
Value of customer data
122
3
Ways of sharing customer knowledge
125
6
Research on data sharing: the case studies
131
5
Summary of case study findings
136
1
Business implications
137
2
Integrating customer management systems
139
20
Bryan Foss
Merlin Stone
Introduction
139
1
The CRM ecosystem
139
2
Building a `full cycle' system
141
4
Updating current IT systems
145
4
Building the brain
149
3
The impact of mergers and acquisitions
152
1
Integrating customer management systems
153
5
Conclusion
158
1
The intelligent supply chain
159
30
Merlin Stone
Kumar Bhaskaran
Colin Devonport
Introduction
159
1
Redescribing models of customer management
160
4
Moving between models
164
1
Redescribing general management requirements
165
3
E-commerce and supply chains
168
13
E-chain checklist
181
3
The main components of the architecture
184
5
Customer value management (CVM)
189
28
Harvey Thompson
Merlin Stone
Bryan Foss
Definitions and key concepts
190
4
Designing CVM-driven processes
194
1
Justification for the CVM approach
195
4
The main steps in the CVM process
199
1
Implementing CVM
200
4
Customer value analysis
204
2
Sources of CVM information
206
1
When to use CVM
207
7
How to get started in CVM
214
3
Wireless customer management
217
22
Merlin Stone
Edward Ben Nathan
Introduction
217
1
Pervasive wireless devices
218
1
Principles of mobile customer management
219
5
The value model
224
5
Services being offered or planned
229
2
Models of customer management
231
2
Stages of relationship
233
2
Future-proofing your customer management
235
4
Smart cards
239
22
Merlin Stone
Chris Field
Overview
239
2
The impact of CRM
241
1
Definition
242
1
Automation of data capture
242
1
Controlling fraud
243
1
Using smart cards in marketing
244
1
Key changes
245
5
The e-purse - the government angle
250
3
Mobile telephony
253
1
Retailers
254
3
Conclusion
257
4
Part 3. Implementation
261
88
Global customer management
263
28
Merlin Stone
Bryun Foss
Rich Harvey
Brian J Scheld
Richard Whitaker
Issues in global customer management
264
8
The survey respondents
272
1
The survey responses - case by case
272
5
The survey responses - topic overview
277
4
The travel and transport sector
281
3
Insurance and financial services
284
4
Globalizing different models of customer management
288
1
Developing a global perspective
289
2
Customer management through people
291
20
Merlin Stone
Neil Woodcock
Roy Sheridan
Michael Starkey
Liz Machtynger
John Mullaly
Introduction
291
1
The people aspects of customer management
292
3
Structuring the organization for customer management
295
1
Implementing customer management
296
2
The CRM team and its management
298
2
Key issues
300
4
Key skill requirements in customer management
304
7
Programme planning, team selection and management
311
14
Merlin Stone
Liz Machtynger
Neil Woodcock
Michael Starkey
Introduction
311
2
Work planning
313
1
Communication
313
2
Encouraging change
315
1
Supplier management
316
4
The change implied by customer management
320
1
The five key elements of success
321
1
Key points
322
3
Campaign management systems and processes
325
24
Merlin Stone
Tess Harris
Bryan Foss
Trends
325
5
General business issues
330
2
General implications of the developments
332
1
The research
333
1
Findings - overview
334
1
Detailed findings
335
7
Research conclusions
342
1
The impact of `e'
342
7
Part 4. Sector studies
349
170
Travel industry CRM
351
20
Merlin Stone
Alison Bond
Jonathan Miller
David Selby
Doug Morrison
John Mullaly
Introduction
351
3
The travel industry context
354
6
Delivering service internationally
360
8
The trend towards corporate travel management
368
1
Breaking up the airline frequent flier value chain
368
1
Conclusion
368
3
The use of CRM by airlines
371
22
Merlin Stone
Dania Spier
John Mullaly
Jonathan Miller
Doug Morrison
David Selby
Introduction
371
10
How frequent flyer programmes (FFPs) work
381
5
Systems that support FFPs
386
2
The role of service differentiation
388
3
Conclusion
391
2
CRM in retailing
393
16
Merlin Stone
Chris Field
Introduction
393
1
Focusing on customers you want
394
2
The `club' philosophy
396
1
High-street retailing
397
1
Technology and data
398
1
Strategies for managing loyal retail customers
399
8
What is working'?
407
2
Automotive CRM
409
38
Merlin Stone
Alla Main
Harvey Thompson
Mark Cerasale
John Griffiths
Bill Sullivan
Paul Weston
Dave Cox
Introduction
409
4
Category of car purchases
413
1
Beyond the basic vehicle
414
4
Managing customer feedback - a case study
418
2
Distribution channel evolution
420
2
Supply chain developments
422
5
Customer behaviour
427
2
Tomorrow's customer
429
2
Main CRM strategies
431
2
New media
433
2
The call centre
435
2
Strategic challenges in customer management
437
3
Managing customer value
440
1
A CRM methodology for tomorrow
441
2
Technology and data
443
1
The way forward
444
3
Consumer durables
447
26
Merlin Stone
Paul Weston
Introduction
447
3
Who knows the customer?
450
3
Changing technologies
453
1
Customer management - manufacturers of cars and appliances
454
1
Modelling the intermittent buying cycle
454
11
More detail on approach management
465
3
Managing the future customer
468
4
Conclusion
472
1
Utilities and telecommunications
473
32
Merlin Stone
Steve Dickey
The changing competitive scenario
473
2
Data protection
475
1
The bad customer syndrome
476
4
The changing focus of customer service
480
2
Customer retention and loyalty
482
4
Systems for utility customer management
486
4
Main functional requirements
490
4
Required business functionality
494
6
Making it work in practice
500
1
Marketing and customer service policies
501
1
Implementation requirements
501
2
Conclusion
503
2
Where next for CRM?
505
14
Merlin Stone
Is it all worth it - for you or your customers?
505
1
From data to value
506
2
Business intelligence
508
2
The single customer view
510
3
The CRM/IT interface
513
2
The future
515
1
Making it work - profitably
516
3
Index
519