The Customer Management Scorecard: Managing CRM for Profit

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Overview

Given the big budgets that are attached to customer management (CM) initiatives, it's not surprising that companies are keen to see a good level of return on investment. But many companies, especially large ones, are finding that they are not adding value through their CM programs. Conversely, those companies that have focused on improving their CM are seeing significant benefits, as this book clearly shows.

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Editorial Reviews

From the Publisher
"This book shows companies how to establish accurately how good they are at managing their customers and what they need to do to improve their customer management. The book avoids arcane theories of CRM. Its recommendations are based on classic good practice in direct and database marketing, demonstrating the authors' strong background in these areas." — Professor Derek Holder, Managing Director, Institute of Direct Marketing
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Product Details

  • ISBN-13: 9780749438951
  • Publisher: Kogan Page, Ltd.
  • Publication date: 1/28/2003
  • Pages: 428
  • Product dimensions: 7.66 (w) x 9.82 (h) x 1.19 (d)

Meet the Author

Woodcock has worked on customer management projects with multi-national companies in Europe, the Far East, South Africa and the USA, specializing in the use of data to plan, implement and analyze strategies and activities.

Bryan Foss is director of www.fossinitiatives.com and an advisor to a portfolio of fast-growing international companies.

Professor Stone is the author of 30 + books on marketing and customer service, and is Visiting Professor at several UK universities.

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Table of Contents

List of figures
List of tables
List of contributors
Foreword
Acknowledgements
Introduction 1
Pt. 1 The Scorecard Results and Conclusions 9
1 What is CMAT? 11
2 Overall analysis 21
3 Customer management around the world 28
4 Where companies can create and destroy value 41
5 Analysis and planning 47
6 Proposition 58
7 Customer management activity 67
8 People and organization 77
9 Information and technology 83
10 Process management 87
11 Measurement 94
12 The customer experience 99
13 The role of customer information management and usage in best practice customer management 103
14 The Dutch insurance industry CMAT study 121
15 Trends in customer management 130
16 The business case for customer management 137
17 Guidelines for successful CRM implementation 150
Pt. 2 Measurement, Systems and Data 159
18 Return on investment on e-CRM 161
19 UK data warehousing and business intelligence implementation; general and retail 172
20 Using advanced data analytics to improve customer management 178
21 Applying IT in customer management 193
22 CRM's Achilles heel: understanding the customer 221
Pt. 3 The Sectoral View 253
23 Managing public sector customers 255
24 CRM strategy and implementation in telecommunications 281
25 Business-to-business CRM 303
Pt. 4 Channels and Media 313
26 Multi-channel customer management 315
27 Permission-based e-mail 332
28 The data lessons of e-mail in CRM 345
29 Measuring and improving the usability of new media 352
Pt. 5 Implementation and the Future 361
30 Customer and employee loyalty 363
31 Declining UK customer service standards 372
32 Governance and executive sponsorship in CRM programmes 384
33 Managing customers: challenges for the future 398
Index 423
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