CRM Unplugged: Releasing CRM's Strategic Value / Edition 1

CRM Unplugged: Releasing CRM's Strategic Value / Edition 1

by Philip Bligh, Douglas Turk
     
 

Experts estimate that more than fifty percent of all Customer Relationship Management (CRM) implementations will be seen as failures from a company’s viewpoint. However, implemented the right way, CRM is useful, profit-enhancing, and even vital to businesses. Focusing on the implementation of effective customer strategy and driving return (i.e., through

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Overview

Experts estimate that more than fifty percent of all Customer Relationship Management (CRM) implementations will be seen as failures from a company’s viewpoint. However, implemented the right way, CRM is useful, profit-enhancing, and even vital to businesses. Focusing on the implementation of effective customer strategy and driving return (i.e., through customer insight vs. simply loyalty), CRM Unplugged demonstrates how CRM should be defined, approached, and profitably applied to any size business.

CRM doesn’t hinge on technology–it depends upon attracting and serving customers in more lucrative ways by changing how the collective parts of a business collaborate on customer activities. Written by two leading experts, this accessible book discusses how to consider technology as an enabler of new policies, processes, and collaboration so it plays a supporting, rather than a leading, role in CRM.

CRM Unplugged offers a variety of lessons learned from real-world companies that have implemented CRM. Since most investments in technology are costly, the dos and don’ts addressed in these cases are invaluable because they help the reader identify the high-impact areas of his or her business. CRM’s big punch is its ability to strengthen these high-impact areas–those parts that comprise the unique competitive advantage of a business.

CRM Unplugged provides best practices for:

  • Identifying why CRM is not creating returns
  • Creating strategies for successful CRM implementation
  • Achieving a positive ROI concerning CRM

Offering the most up-to-date, comprehensive coverage of this hot topic, CRM Unplugged is a valuable, profit-increasing tool for CEOs, other senior managers (such as VPs), and project managers.

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Product Details

ISBN-13:
9780471483045
Publisher:
Wiley
Publication date:
04/23/2004
Pages:
224
Product dimensions:
6.14(w) x 9.21(h) x 0.56(d)

Table of Contents

Foreword.

Preface.

Acknowledgments.

1. A New, More Strategic Approach to CRM.

Industry Leaders Show the Way.

A Clearer Definition of CRM Is Required.

Three Lessons from Leaders.

Key Points.

2. A Review of CRM Failures.

What Went Wrong with CRM.

CRM Contributes to a Scary Halloween for Hershey.

Why CRM Projects Fail.

Key Points.

3. Strategy First: Aligning CRM with Company Strategy.

Using an Analytical Framework for Defining Strategy.

Distinguishing Competitive Advantage from Other Types ofBenefits.

How Competitive Advantage Manifests Itself in Operations.

Identify CRM Initiatives That Fortify Competitive Advantage.

Key Points.

4. Customer Intelligence: The Science of Customer Insight.

How Harrah’s Used Customer Insight to Turn the Tables onthe Gaming Industry.

Seven Dimensions of Customer Insight.

Define a Scientific Process for Leveraging Customer Insight.

Building Blocks Required to Implement a Customer InsightInfrastructure.

Key Points.

5. Demand Visibility and Response.

Demand Visibility.

Best Practices for Increased Visibility.

Responding to Market Demand.

Best Practices for Demand Responsiveness.

Science of Revenue Management.

Power of Pricing.

Key Points.

6. An Enterprise-Wide Approach to CRM.

What Is Customer Strategy and How Does It Help?

How Customer Strategy Relates to Corporate and FunctionalStrategy.

Key Components of an Effective Customer Strategy.

Enterprise Marketing Management: How Customer StrategyIntegrates with Marketing Strategy.

Key Points.

7. Implementing CRM Successfully.

Implementation Guidelines for Success.

Key Points.

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.

Index.

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