Customer Relationship Management: A Strategic Imperative in the World of e-Business / Edition 1

Customer Relationship Management: A Strategic Imperative in the World of e-Business / Edition 1

by Stanley A. Brown, Pricewaterhouse Cooper Staff
     
 

As the business world increasingly shifts from product focus to customer focus, most organizations recognize that treating existing customers well is the best source of profitable and sustainable revenue growth. But in the age of e-business, companies are challenged more than ever before to truly satisfy their customers.

In the face of increasing competition,

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Overview

As the business world increasingly shifts from product focus to customer focus, most organizations recognize that treating existing customers well is the best source of profitable and sustainable revenue growth. But in the age of e-business, companies are challenged more than ever before to truly satisfy their customers.

In the face of increasing competition, mature markets, and the ever-demanding customer, it is easier than ever for customers to defect from your organization when they are just a click away from checking out the competition.

Customer Relationship Management (CRM) is the key competitive strategy you need to stay focused on the needs of your customers and to integrate a customer-facing approach throughout your organization. CRM is an enterprise-wide approach to not only acquiring and deploying knowledge about your customers, but also to improving and automating the business processes that deliver value to your organization's customers, suppliers, and employees. In short, CRM is critical to your business success.

Sound complicated? It's not. Customer Relationship Management: A Strategic Imperative in the World of e-Business outlines what it takes to be effective in managing the customer relationship:

  • What CRM is and how you can use it as a key competitive advantage
  • Leading trends and best practices in CRM
  • Successes and failures of organizations around the globe that have implemented CRM
  • The 20 key steps in implementation of CRM
  • The role of people, processes and technology to enable CRM
  • How to define strategies for customers, channels and products, and infrastructure
Information-enabled enterprises are the business model of the future. The next evolution in CRM, eCRM, involves integrating new web technologies with other traditional channels to improve customer service and satisfaction, and to contain costs. New technologies allow your firm to have relationships with thousands, or even millions, of customers, but on a one-to-one basis. Customer Relationship Management: A Strategic Imperative in the World of e-Business:
  • Explains how new technologies enable CRM as never before.
  • Shows how back-office solutions create front-line efficiencies.
  • Features examples and case studies of best-in-class companies that have integrated new web technologies with traditional channels to give them the right marketing mix (for interaction with customers rather than simply forcing self-service).
  • Demonstrates how to implement and integrate several CRM technologies at once.
  • Includes contributions from PricewaterhouseCoopers CRM consulting partners and senior professionals from around the globe.

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  • Product Details

    ISBN-13:
    9780471644095
    Publisher:
    Wiley
    Publication date:
    05/28/2000
    Pages:
    376
    Product dimensions:
    6.28(w) x 9.35(h) x 1.08(d)

    Table of Contents

    FIRST PRINCIPLES IN CRM: OVERVIEW.

    Putting CRM to Work: The Rise of the Relationship.

    The Need for a Market-Intelligent Enterprise (MIE) (SM).

    A Case Study on CRM and Mass Customization: Capital One.

    STEP ONE: BUILDING AND IMPLEMENTING THE CUSTOMER STRATEGY: OVERVIEW.

    Creating Loyalty: Its Strategic Importance in Your Customer Strategy.

    From Customer Loyalty to Customer Dependency: A Case for Strategic Customer Care.

    Customer Acquisition and CRM: A Financial Services Perspective.

    STEP TWO: THE NEED FOR EFFECTIVE CHANNEL AND PRODUCT STRATEGIES: OVERVIEW.

    Customer Relationship Management through New Product Development.

    Channel Management and Customer Relationship Management.

    Embracing the e-Channel.

    e-Channel Management: Electronic-Customer Relationship Management.

    The Customer-Centric Organization in the Automotive Industry-Focus for the 21st Century.

    STEP THREE: THE INFRASTRUCTURE STRATEGY: OVERVIEW.

    The Tools for CRM: The Three Ws of Technology.

    Using the Tools: Database Marketing, Data Warehousing and Data Mining.

    CRM in the Telecommunication Industry: A Case Study of Swisscom.

    ENABLING THE CRM STRATEGY: OVERVIEW.

    Implementing CRM: 20 Steps to Success.

    Using Catalytic Measures to Improve CRM.

    Best Practices in Outsourcing CRM and Lessons Learned.

    Learning and Knowledge Management Programs in the Age of CRM.

    Implementing CRM: The Need for Performance Alignment.

    Conclusion.

    Appendix.

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