- Shopping Bag ( 0 items )
Praise for CRM Unplugged
"The authors supply countless examples of companies that have successfully implemented CRM, and show us the way to do the same."
–Philip Kotler author of Marketing Insights from A to Z
"CRM is no silver bullet, but it is a golden opportunity for companies that take the time to integrate CRM tools with their own source of competitive advantage. This book outlines the steps that need to be taken to achieve success. I highly recommend it."
–Al Ries coauthor of The Origin of Brands
"Turk and Bligh understand that Customer Relationship Management is not a software category; it’s about supporting competitive advantage, enforcing demand-driven business processes, and applying continuous customer information and analytics to create long-term ROI. This no-nonsense guide describes the larger scope and context of CRM beyond sales, marketing, and customer service, and provides real-world examples and methodologies for making sense of the real goals of customer relationship management."
Research Director, AMR Research
"CRM Unplugged is an excellent summary of how to approach a customer strategy within a company. I wish the book had been in print before we embarked on a major technology initiative in 2003. It would have been very useful for our executive team, and some of the mistakes we made could have been prevented."
1. A New, More Strategic Approach to CRM.
Industry Leaders Show the Way.
A Clearer Definition of CRM Is Required.
Three Lessons from Leaders.
2. A Review of CRM Failures.
What Went Wrong with CRM.
CRM Contributes to a Scary Halloween for Hershey.
Why CRM Projects Fail.
3. Strategy First: Aligning CRM with Company Strategy.
Using an Analytical Framework for Defining Strategy.
Distinguishing Competitive Advantage from Other Types of Benefits.
How Competitive Advantage Manifests Itself in Operations.
Identify CRM Initiatives That Fortify Competitive Advantage.
4. Customer Intelligence: The Science of Customer Insight.
How Harrah’s Used Customer Insight to Turn the Tables on the Gaming Industry.
Seven Dimensions of Customer Insight.
Define a Scientific Process for Leveraging Customer Insight.
Building Blocks Required to Implement a Customer Insight Infrastructure.
5. Demand Visibility and Response.
Best Practices for Increased Visibility.
Responding to Market Demand.
Best Practices for Demand Responsiveness.
Science of Revenue Management.
Power of Pricing.
6. An Enterprise-Wide Approach to CRM.
What Is Customer Strategy and How Does It Help?
How Customer Strategy Relates to Corporate and Functional Strategy.
Key Components of an Effective Customer Strategy.
Enterprise Marketing Management: How Customer Strategy Integrates with Marketing Strategy.
7. Implementing CRM Successfully.
Implementation Guidelines for Success.
Epilogue: The Future of CRM.
New Marketing Approaches.
Understanding Financial Metrics Related to Customers.
New Management Approaches Based on Predictive Analysis.
Continuous Optimization of Operations.
Leveraging Emerging and Specialized Technologies.
Harnessing the Benefits of Outsourcing.