Then you need to read this book! Jill provides acomprehensive, practical, and easy to understand view of CRM and shows you how to successfully implement an enterprise customer-focused solution. As such, there will be multiple winners and losers as the marketplace places some large and strategic bets on this technology. Those needs will evolve, of course, but companies will always need the basics that have been discussed.
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Then you need to read this book! Jill provides acomprehensive, practical, and easy to understand view of CRM and shows you how to successfully implement an enterprise customer-focused solution. As such, there will be multiple winners and losers as the marketplace places some large and strategic bets on this technology.
Those needs will evolve, of course, but companies will always need the basics that have been discussed. It goes beyond the hype of the acronym and dives into the real issues that a company needs to consider before implementing a CRM solution. I view the book as having multiple benefits.
It gives a good definition of CRM functionality but also gives detailed guidance of how to approach CRM in your organization. It's also usefulto know what can go wrong and the potential affects of such missteps. Too few authors level with readers about pitfalls! Terms were well explained so that someone with no prior CRM experience could easily understand the text.
Her writing communicates subjects and topics in a very easy to understand way. At times, I felt like I was listening to her speak or discussing a subject. She is a good communicator! Jill did a very good job of covering all subject areas on the different topics of CRM. I am most impressed with Jill on pointing out all the possible mistakes and creating 'lessons learned' advice which most authors frequently omit. To compete in today's competitive marketplace, customer focus is no longer simply nice to have-it's a fundamental mandate.
This book is a manager's best friend, providing both a primer and a how-to guide to defining and implementing Customer Relationship Management. It shows you:. One of the first things I had to do was ban the term 'CRM' from the project because of the vendor and industry hype and the confusion it created within the team.
Jill's book provides a strategic look at the topic from both a business and IT perspective. The insights she provides allowed me to focus on the strategic issues planning an enterprise-wide, customer-focused solution. And yes we are once again using the term 'CRM'. This makes her uniquely qualified to write about how it should all come together. The reader will be rewarded with advice drawn from real-world experience-both successes and failures. I shudder to think at the dollars that have been wasted over the years on CRM projects and how much will be wasted in the future by executives who won't read The CRM Handbook.
That's the challenge and the sole goal of Customer Relationship Management. This book is written for those who are time-constrained and quick on the uptake-everyone from the CEO to the marketers and technologists who will evaluate, implement, and benefit from CRM initiatives.
The book can be used as an educational tool, reference guide, and resource for short-listing technologies to evaluate. About the Author. She has recently spearheaded several of Baseline Consulting's projects centered on CRM implementation and readiness.
Computer Integrated Manufacturing. Table of Contents Acknowledgments. The Cost of Acquiring Customers. From Customer Acquisition to Customer Loyalty. How the Internet Changed the Rules. What's In a Name? CRM and Business Intelligence. The Manager's Bottom Line. CRM in Marketing. Target Marketing. Relationship Marketing and One-to-One. Campaign Management. CRM Marketing Initiatives. Cross-Selling and Up-Selling.
Customer Retention. Behavior Prediction. Customer Profitability and Value Modeling. Channel Optimization. Event-Based Marketing. Customer Privacy--One-to-One's Saboteur? A Marketing Automation Checklist for Success. What They Did.
The Challenges. Good Advice. The Golden Nugget. CRM and Customer Service. The Call Center and Customer Care. The Contact Center Gets Automated. Call Routing. Contact Center Sales Support. Web-based Self-Service. Customer Satisfaction Measurement. Workforce Management. A Customer Service Checklist for Success. Sales Force Automation. Today's SFA. Sales and Territory Management. Contact Management.
Lead Management. Configuration Support. Knowledge Management. SFA Goes Mobile. Field Force Automation. CRM in e-Business. Multichannel CRM. CRM in B2B. Enterprise Resource Planning. Supply Chain Management. Supplier Relationship Management. Partner Relationship Management. An e-Business Checklist for Success. Analytical CRM.
The Case for Integrated Data. A Single Version of the Customer Truth. CRM and the Data Warehouse. The Major Types of Data Analysis. Clickstream Analysis. Personalization and Collaborative Filtering. An Analysis Checklist for Success. Defining CRM Success. Determining CRM Complexity. Defining CRM Requirements. Cost-Justifying CRM. Understanding Business Processes. Analyzing Your Business Processes.
Defining CRM Functionality. Narrowing Down the Technology Choices. Defining Technical Requirements. Talking to CRM Vendors.
CRM Handbook, The
Writer, classic rock lover, dog rescuer, company founder, software exec, and now independent management consultant--I speak, blog, and pester my friends about these topics. My current focus is getting IT and business organizations to collaborate more effectively and not kill each other. I also talk and write about big data, why analytics is fundamentally strategic, how to pitch business execs on IT projects, and why not to buy a dog from a pet store. I cultivate an organic vegetable garden and friends with issues.
The CRM Handbook: A Business Guide to Customer Relationship Management