CRM Automation

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Overview

Barton Goldenberg shares his unparalleled practical expertise on everything from security to internationalization, helping you avoid disastrous missteps—and transform the potential of CRM into long-lasting competitive advantage.


  • Identify your goals and customize a CRM strategy for your enterprise
  • Understand the 8 key issues that will make or break your CRM initiative
  • Learn about the top 30 CRM software offerings
  • Find out what 12 crucial questions you should ask before selecting a software vendor
  • Preview tomorrow's advances in CRM—to better position yourself and take advantage of a ever-changing environment.
"This is the only book on CRM that has made it to my credenza."

—Stan Davis, Author of Blur and Lessons from the Future

"CRM Automation is a blueprint for a successful CRM implementation."

—Ken Blanchard, Coauthor, The One Minute Manager

"Barton Goldenberg's bottom-line approach to CRM makes this book a necessity to any company concerned with ROI."

—Beth Struckell,
VP general manager of food service and vendor sales,
a division of PepsiCo

"CRM Automation gets to the heart of what a successful CRM implementation is all about-People, Process, and Technology. You can save hundreds of hours and thousands of dollars by reading this book before launching a CRM initiative."

—Bob McLaughlin, former vice-president, McGraw-Hill

"Goldenberg's 18 years of experience and 300 deployments are wrapped up between the two covers of CRM Automation."

—Wolfgang Martin, independent analyst andresearch fellow,
METAGroup

"Barton Goldenberg understands the CRM marketplace and the needs of businesses seeking a competitive edge. CRM Automation is a valuable resource for companies pursuing truly customer-centric business strategies."

—Carol Burch, senior vice president of global business development for CRM,
SAP AG

"Barton Goldenberg proves once again that he is ahead of the curve in understanding the direction and future of customer relationship management."

—Patrick Bultema, CEO and president,
FrontRange Solutions, Inc.

Read More Show Less

Product Details

  • ISBN-13: 9780130088512
  • Publisher: Prentice Hall
  • Publication date: 2/28/2002
  • Edition description: New Edition
  • Pages: 320
  • Product dimensions: 7.06 (w) x 9.14 (h) x 0.73 (d)

Meet the Author

BARTON GOLDENBERG is President and Founder of ISM, Inc., one of the world's leading CRM consultancies. He is the co-founder and co-chair of the U.S. DCI, Canadian, British, German, and French conferences on CRM. Goldenberg teaches at Wharton and other well known schools, conducts executive seminars throughout the U.S., Europe, and Asia, and consults for many large clients, including ExxonMobil, Lucent Technologies, and Xerox. He is a regular columnist for CRM Magazine, e-Week, Cisco iQ, and Sales & Marketing Management.

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Read an Excerpt

Preface

It is with great pleasure that I introduce the first edition of CRM Automation. Over the past 17 years, I have had the pleasure of working with more than 300 enterprise-class customer relationship management (CRM) deployments. This book attempts to share the lessons learned.

The book contains 27 chapters that include:


  • A definition of CRM;
  • A description of the people, process, and technology issues that impact CRM;
  • "How to" chapters on creating CRM strategy, putting together your CRM value proposition and Business Case, writing your CRM system specification document, selecting your CRM software vendor, and addressing CRM security risks;
  • Discussions on the significance of data integrity, the role of e-business, e-marketing, e-service, knowledge management, and international CRM issues;
  • A 10-step blueprint for effective CRM; and
  • A list of ISM's Top 30 CRM software selections for 2002.

Many individuals who purchase this book are also considering buying a CRM software package. To obtain comparative, extensive reviews of ISM's Top 30 winners, each of which has been evaluated against 166 business functions, technical features, and user friendliness/support criteria, I strongly encourage you to follow the simple instructions listed on the tearout card at the back of this book. You will be instructed to log onto ISM's Web site, www.ismguide.com, put in an access code PH2, which will provide you direct access to purchase a paper or electronic version of our 2002 CRM Software Reviews product. You will be able to purchase one, three, the Top 15, or all Top 30 review(s).

Please note that ISM's Top 30 software selections have beenchosen as a result of testing dozens of CRM software packages currently sold worldwide. Each Top 30 software evaluation, which tests the vendor's latest commercially available release, lasts between one to three days in ISM's Software Testing Laboratory in Bethesda, Maryland. Fifteen of the Top 30 packages get designated to ISM's "Top 15" list. When you purchase a paper or electronic version of our 2002 CRM Software Reviews product, you also will receive full contact information for the winners.

Here are my best wishes that CRM Automation assists you in your CRM automation efforts.

Barton Goldenberg
President & Founder
ISM, Inc.
Bethesda, MD

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Table of Contents

Preface
About the Author
Ch. 1 Customer Relationship Management (CRM) - An Overview 1
Ch. 2 CRM: A Working Definition 7
Ch. 3 Successful CRM: Getting the People, Process, and Technology Mix Right 13
Ch. 4 CRM Strategy Formulation 23
Ch. 5 Determining CRM Business Processes 33
Ch. 6 CRM Business Application Trends 39
Ch. 7 CRM Technology Trends 45
Ch. 8 CRM: Benefits and Problems 59
Ch. 9 A Blueprint for Effective Customer Relationship Management 69
Ch. 10 Creating Your CRM Business Case 79
Ch. 11 CRM Software Selection and Implementation Roadmap 85
Ch. 12 CRM System: Requirements Analysis 93
Ch. 13 How to Write Your Systems Specifications Document 103
Ch. 14 Sizing Up Your CRM Software Vendor 113
Ch. 15 The Importance of CRM Project Communications 121
Ch. 16 Eight Key Implementation Issues for Effective CRM Systems 127
Ch. 17 The Necessity of Training, a Good Help Desk, and Effective Systems Administration 135
Ch. 18 E-Business and CRM 141
Ch. 19 E-Service and CRM 149
Ch. 20 Ensuring Consistent Customer Service Across Channels 157
Ch. 21 E-Marketing and CRM 165
Ch. 22 Knowledge Management and CRM 171
Ch. 23 Application Service Providers (ASP): An Overview 175
Ch. 24 Addressing CRM System Security Risks 189
Ch. 25 The Importance of Data Integrity 199
Ch. 26 CRM: An International Perspective 207
Ch. 27 The Future Direction of CRM 213
App. A ISM's Top 30 CRM Software Selections 227
App. B Sources to Assist in CRM Software Selection 229
App. C Software Categories, Vendors, and Pricing 235
App. D: Glossary of Terms 241
Index 287
Read More Show Less

Preface

Preface

It is with great pleasure that I introduce the first edition of CRM Automation. Over the past 17 years, I have had the pleasure of working with more than 300 enterprise-class customer relationship management (CRM) deployments. This book attempts to share the lessons learned.

The book contains 27 chapters that include:

  • A definition of CRM;
  • A description of the people, process, and technology issues that impact CRM;
  • "How to" chapters on creating CRM strategy, putting together your CRM value proposition and Business Case, writing your CRM system specification document, selecting your CRM software vendor, and addressing CRM security risks;
  • Discussions on the significance of data integrity, the role of e-business, e-marketing, e-service, knowledge management, and international CRM issues;
  • A 10-step blueprint for effective CRM; and
  • A list of ISM's Top 30 CRM software selections for 2002.

Many individuals who purchase this book are also considering buying a CRM software package. To obtain comparative, extensive reviews of ISM's Top 30 winners, each of which has been evaluated against 166 business functions, technical features, and user friendliness/support criteria, I strongly encourage you to follow the simple instructions listed on the tearout card at the back of this book. You will be instructed to log onto ISM's Web site, www.ismguide.com, put in an access code PH2, which will provide you direct access to purchase a paper or electronic version of our 2002 CRM Software Reviews product. You will be able to purchase one, three, the Top 15, or all Top 30 review(s).

Please note that ISM's Top 30 software selections have been chosen as a result of testing dozens of CRM software packages currently sold worldwide. Each Top 30 software evaluation, which tests the vendor's latest commercially available release, lasts between one to three days in ISM's Software Testing Laboratory in Bethesda, Maryland. Fifteen of the Top 30 packages get designated to ISM's "Top 15" list. When you purchase a paper or electronic version of our 2002 CRM Software Reviews product, you also will receive full contact information for the winners.

Here are my best wishes that CRM Automation assists you in your CRM automation efforts.

Barton Goldenberg President & Founder ISM, Inc.
Bethesda, MD

Read More Show Less

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Sort by: Showing all of 4 Customer Reviews
  • Anonymous

    Posted January 9, 2003

    This is an excellent reference

    I have not been able to put it down. In fact, I have interrupted my John Grisham novel to finish CRM Automation

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted April 23, 2002

    Blueprint for CRM Success

    Barton provides a three dimensional blueprint of how to define, select, integrate, and roll out the best CRM solution for you. With the author's global CRM expertise, he will guide you to the proper solution for your organization. Software is only one third of the story! It is 70% People and Processes which are the most often overlooked roadblocks to achieving CRM success. Read this clearly defined blueprint and you will get the total picture, with all the interferences spelled out. Bottom Line ¿ read the book before you invest the time and money!

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted March 3, 2002

    A broad review of key issues for CRM success

    A comprehensive and broad work discussing the issues which hinder success with CRM automation. Everything from proper Change Management, to Software Trends and Selection Techniques, to the tough issue of Data Integration are covered. Pragmatic approaches on how to improve your chance of success. Rich with case studies of positive programs and mistakes made. A must first-read for anyone contemplating a CRM investment and a good reference for those already down the road.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted March 7, 2002

    Keep this book on your desk and open

    Barton Goldenberg carries more CRM knowledge in his little finger than most 'global' consulting firms have on staff. Plus, it's practical, actionable knowledge. He's packed an amazing amount of his experience and wisdom inside this very well laid-out, extremely readable book. It doesn't belong on your bookshelf. It belongs on your desk. Opened.

    Was this review helpful? Yes  No   Report this review
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