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Tables of Contents for A Practical Guide to Crm
Chapter/Section Title
Page #
Page Count
Acknowledgments
Preface
Section I: Determining the Need for CRM
What is CRM?
001
12
A Different Corporate Culture
002
4
The Objectives
003
2
The Customer
005
1
The Internet's Influence
006
1
CRM Architecture
006
2
The One-to-One Philosophy
008
3
In Summary
011
2
The Evaluation Process
013
10
The CRM Team
013
1
Determine the Objective(s)
014
1
Perform a Needs Analysis
015
2
The Customer's Perspective
016
1
The Prospects of Success
017
2
What's the Best Strategy
019
1
Cost Considerations
020
2
In Summary
022
1
Preparing a Business Case
023
8
The Construction Process
025
5
Costs
026
1
Return on Investment
026
2
Measure the Benefits
028
1
Discuss the Risks
029
1
In Summary
030
1
Section II: The Strategy Process
Creating the CRM Strategy
031
18
Where to Begin
033
2
Finding a Strategy that Fits
034
1
Understanding the Technology
035
7
Managing Data
037
2
Features and Functionality
039
3
The Road to Success
042
3
Actionable Planning
043
2
Delivering Customer-centric Functionality
045
1
Avoiding Potential Land Mines
045
1
Key Strategy Issues
046
1
In Summary
047
2
A Program of Projects
049
10
Project Management
052
2
The Project Manager
052
1
The Project Plan
053
1
Program Management
054
3
The Program Manager Skillset
054
1
The Program Manager's Responsibilities
055
1
The Program Management Plan
056
1
Corporate Oversight and Control
057
1
In Summary
057
2
The People Factor
059
8
Managing the Changes
060
2
Management Buy-in
061
1
Communicate
062
1
Training, and More Training
062
1
A ``Change Management'' Plan
063
3
Spreading the Message
064
1
Change Impact and Adoption Strategy
064
1
Employee Buy-in
065
1
Collaboration
065
1
Acceleration
066
1
In Summary
066
1
Increasing Customer Loyalty
067
10
The Reality
068
1
The Problems
069
2
Differential Difficulties
069
1
Customer Service
069
1
Inadequate Customer Tracking
070
1
Wrong Customer Focus
070
1
The Fix
071
4
A Customer Loyalty Program
071
1
Create a Customer-focused Environment
072
1
Institute a Cultural Change
073
1
The People Factor
074
1
Benefits
075
1
In Summary
076
1
Know Thy Customer
077
12
Assessing the Customer Base
079
2
Identity
079
1
Loyalty
080
1
Value Quotient
081
1
Satisfaction
081
1
The Results
081
1
Cutomer's Roles
081
3
The Prospect
082
1
The Account
082
1
The Business Partner
083
1
The E-customer
083
1
The Company Asset
083
1
The Customer Experience
084
2
Using Data Wisely
085
1
The Customer's Perspective
086
1
In Summary
087
2
Section III: Technology
The Many Flavors of CRM - An Overview
089
12
The History
090
1
Current Events
091
1
The Choices
092
4
Operational
094
1
Analytical
095
1
Collaborative
095
1
Vertical Options
096
1
Technology in Evolution
096
1
Software Selection
097
1
Hosted Solution
098
1
In Summary
099
2
Marketing
101
18
CRM to the Rescue
101
4
How It Works
102
2
Coordination is Key
104
1
Marketing Automation
105
8
The Sales Connection
106
1
Database Marketing
107
1
Direct Marketing
108
1
Interactive Direct Marketing
109
1
E-marketing
110
3
Closed-loop Sytems
113
1
Finding the Right Fit
113
2
Something Old, Something New
115
1
Benefits
115
1
In Summary
116
3
Sales
119
20
Planning
120
3
The Customer Life Cycle
121
2
Sales Automation Choices
123
12
The Communications Infrastructure
124
1
Tools for the Sales Professional
124
7
Automating the Sales Manager
131
4
Vertical Solutions
135
1
The Human Element
135
2
Motivate Don't Mandate
136
1
All Employees Aren't Equal
137
1
Benefits
137
1
In Summary
138
1
The Call Center Evolution
139
30
The Stampede to CRM
139
4
The Bounce Syndrome
140
1
``At Risk'' Customers
141
1
Improving the Customer Experience
142
1
CRM and Traditional Call Center Architecture
143
1
The Time is Right
143
1
Metrics Win the Day
144
1
Haste Makes Waste
144
1
Evaluating CRM Systems
145
16
A Blended Center
146
2
Cross- and Up-selling
148
1
Data Management, Reporting and Analysis
148
4
Computer Telephony Integration (CTI)
152
2
Multiple Channel Capabilities
154
4
Document Generators
158
1
Campaign Management
158
1
Knowledge Management
159
1
Workflow Management
160
1
Call Center Management
160
1
Other Considerations
161
1
Field Service
161
4
Minimum Criteria
162
1
Wireless
162
2
Advantages
164
1
Integration
164
1
Call Center Staffing
165
1
Costs and Benefits
165
2
In Summary
167
2
The Importance of Data
169
18
The Customer Data Architecture
172
2
The Data Storehouse
174
5
A New Data Architecture
175
1
MetaData
176
1
Data Cleansing
176
3
Data Access and Analysis Tools
179
1
Data Mining Tools
179
4
The Web
183
1
Managing Data in the Mid-sized Business
183
1
Knowledge Management
184
1
Customer Intelligence
185
1
In Summary
185
2
Hosted Solutions
187
18
What is a Hosted Solution?
187
1
Acronym Alphabet Soup
188
2
Why use a Hosted Solution?
190
3
Costs
192
1
Implementation
192
1
Limitations
193
1
Advantages
193
1
Differences between Hosted Solution Models
193
3
Application Specific
193
1
Tailored Solution
194
1
Vendor Specific
194
1
Menu of Solutions
194
1
Vertical Solution
195
1
End-to-End Solution
195
1
Business Solution Provider
195
1
Benefits
196
1
Time-to-Benefit
196
1
IT Skillsets
196
1
The Sweet Spot
197
1
Web
197
1
The Concerns
197
1
Trade-offs
198
1
The Decision Process
199
3
Due Diligence
199
3
Integration Woes
202
1
Time
203
1
Costs
203
1
In Summary
204
1
Partnering for Success
205
16
How to Find a Tech Partner
206
1
Consultants
206
4
Why Hire a Consultant?
207
2
What to Avoid?
209
1
Consultants' Wrap-up
210
1
Systems Integrators
210
5
How to Find the Best Fit
212
1
Advice from the ``Horse's'' Mouth
213
1
What to Expect?
214
1
Systems Integrators' Wrap-up
215
1
The Selection Process
215
4
Determine Need
215
1
Qualifications
216
1
The RFP
216
1
The Interview
217
1
Due Diligence
218
1
The Contract
218
1
Work Plan
219
1
In Summary
219
2
The Vendor Selection Process
221
22
Understand the Vendor Community
222
2
Verticals
223
1
Vendor Selection
224
5
Selection Criteria
225
1
Define the Need
225
1
Narrow the Field
226
1
The Short-List
227
2
Request for Proposal
229
8
RFP Committee
230
1
Criteria
230
1
An Example RFP
231
6
Pre- and Post-RFP Tasks
237
1
Legalese
237
1
And the Winner Is...
237
3
Costs
238
1
Vendor's Vision
238
1
Due Diligence
239
1
Negotiations
240
1
Paperwork
240
1
In Summary
241
2
Implementation and Deployment
243
24
Implementation Philosophy
244
1
The Implementation and Deployment Plan (I&D Plan)
244
10
The Implementation Team
245
1
The Systems Migration Plan
245
2
Process Re-engineering
247
4
Moving Foreward
251
1
Finalizing the I&D Plan
251
3
Middleware
254
3
CRM Needs Middleware
255
2
Enterprise Application Integration (EAI)
257
1
Avoiding the Pitfalls
257
3
Front-office/Back-office
258
1
The Channel Conundrum
258
1
An Amalgam
259
1
Testing
259
1
Security
260
1
CRM Ups the Security Risk
260
1
Final Deployment
261
1
Training
261
1
Post-Implementation
262
2
Post-Implementation Team
262
1
Documentation
263
1
Support
263
1
Maintenance
264
1
Costs
264
1
In Summary
265
2
Some Parting Advice
267
2
Glossary
269
18
Index of Figures
287
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