A Practical Guide to CRM: Building More Profitable Customer Relationships

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ISBN: 9781578201020 | 1578201020
Cover: Nonspecific Binding
Copyright: 2/5/2002

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In today's global economy the customer has more and better choices than ever before, bringing on one of the biggest challenges the business community faces today - customer loyalty and retention. To thrive in today's customer-driven economy a company need This book explores how to use CRM to integrate all channels and media of customer contact from the Internet through field sales into one system, and how to link CRM tools with sales partners both up and down the supply chain. The emphasis is on knowing the customers and focusing on their needs, in order to to better deploy resources and achieve lower costs, higher revenue, and increased customer loyalty.

Acknowledgments

Preface

Section I: Determining the Need for CRM

What is CRM?

001

(12)

A Different Corporate Culture

002

(4)

The Objectives

003

(2)

The Customer

005

(1)

The Internet's Influence

006

(1)

CRM Architecture

006

(2)

The One-to-One Philosophy

008

(3)

In Summary

011

(2)

The Evaluation Process

013

(10)

The CRM Team

013

(1)

Determine the Objective(s)

014

(1)

Perform a Needs Analysis

015

(2)

The Customer's Perspective

016

(1)

The Prospects of Success

017

(2)

What's the Best Strategy

019

(1)

Cost Considerations

020

(2)

In Summary

022

(1)

Preparing a Business Case

023

(8)

The Construction Process

025

(5)

Costs

026

(1)

Return on Investment

026

(2)

Measure the Benefits

028

(1)

Discuss the Risks

029

(1)

In Summary

030

(1)

Section II: The Strategy Process

Creating the CRM Strategy

031

(18)

Where to Begin

033

(2)

Finding a Strategy that Fits

034

(1)

Understanding the Technology

035

(7)

Managing Data

037

(2)

Features and Functionality

039

(3)

The Road to Success

042

(3)

Actionable Planning

043

(2)

Delivering Customer-centric Functionality

045

(1)

Avoiding Potential Land Mines

045

(1)

Key Strategy Issues

046

(1)

In Summary

047

(2)

A Program of Projects

049

(10)

Project Management

052

(2)

The Project Manager

052

(1)

The Project Plan

053

(1)

Program Management

054

(3)

The Program Manager Skillset

054

(1)

The Program Manager's Responsibilities

055

(1)

The Program Management Plan

056

(1)

Corporate Oversight and Control

057

(1)

In Summary

057

(2)

The People Factor

059

(8)

Managing the Changes

060

(2)

Management Buy-in

061

(1)

Communicate

062

(1)

Training, and More Training

062

(1)

A ``Change Management'' Plan

063

(3)

Spreading the Message

064

(1)

Change Impact and Adoption Strategy

064

(1)

Employee Buy-in

065

(1)

Collaboration

065

(1)

Acceleration

066

(1)

In Summary

066

(1)

Increasing Customer Loyalty

067

(10)

The Reality

068

(1)

The Problems

069

(2)

Differential Difficulties

069

(1)

Customer Service

069

(1)

Inadequate Customer Tracking

070

(1)

Wrong Customer Focus

070

(1)

The Fix

071

(4)

A Customer Loyalty Program

071

(1)

Create a Customer-focused Environment

072

(1)

Institute a Cultural Change

073

(1)

The People Factor

074

(1)

Benefits

075

(1)

In Summary

076

(1)

Know Thy Customer

077

(12)

Assessing the Customer Base

079

(2)

Identity

079

(1)

Loyalty

080

(1)

Value Quotient

081

(1)

Satisfaction

081

(1)

The Results

081

(1)

Cutomer's Roles

081

(3)

The Prospect

082

(1)

The Account

082

(1)

The Business Partner

083

(1)

The E-customer

083

(1)

The Company Asset

083

(1)

The Customer Experience

084

(2)

Using Data Wisely

085

(1)

The Customer's Perspective

086

(1)

In Summary

087

(2)

Section III: Technology

The Many Flavors of CRM - An Overview

089

(12)

The History

090

(1)

Current Events

091

(1)

The Choices

092

(4)

Operational

094

(1)

Analytical

095

(1)

Collaborative

095

(1)

Vertical Options

096

(1)

Technology in Evolution

096

(1)

Software Selection

097

(1)

Hosted Solution

098

(1)

In Summary

099

(2)

Marketing

101

(18)

CRM to the Rescue

101

(4)

How It Works

102

(2)

Coordination is Key

104

(1)

Marketing Automation

105

(8)

The Sales Connection

106

(1)

Database Marketing

107

(1)

Direct Marketing

108

(1)

Interactive Direct Marketing

109

(1)

E-marketing

110

(3)

Closed-loop Sytems

113

(1)

Finding the Right Fit

113

(2)

Something Old, Something New

115

(1)

Benefits

115

(1)

In Summary

116

(3)

Sales

119

(20)

Planning

120

(3)

The Customer Life Cycle

121

(2)

Sales Automation Choices

123

(12)

The Communications Infrastructure

124

(1)

Tools for the Sales Professional

124

(7)

Automating the Sales Manager

131

(4)

Vertical Solutions

135

(1)

The Human Element

135

(2)

Motivate Don't Mandate

136

(1)

All Employees Aren't Equal

137

(1)

Benefits

137

(1)

In Summary

138

(1)

The Call Center Evolution

139

(30)

The Stampede to CRM

139

(4)

The Bounce Syndrome

140

(1)

``At Risk'' Customers

141

(1)

Improving the Customer Experience

142

(1)

CRM and Traditional Call Center Architecture

143

(1)

The Time is Right

143

(1)

Metrics Win the Day

144

(1)

Haste Makes Waste

144

(1)

Evaluating CRM Systems

145

(16)

A Blended Center

146

(2)

Cross- and Up-selling

148

(1)

Data Management, Reporting and Analysis

148

(4)

Computer Telephony Integration (CTI)

152

(2)

Multiple Channel Capabilities

154

(4)

Document Generators

158

(1)

Campaign Management

158

(1)

Knowledge Management

159

(1)

Workflow Management

160

(1)

Call Center Management

160

(1)

Other Considerations

161

(1)

Field Service

161

(4)

Minimum Criteria

162

(1)

Wireless

162

(2)

Advantages

164

(1)

Integration

164

(1)

Call Center Staffing

165

(1)

Costs and Benefits

165

(2)

In Summary

167

(2)

The Importance of Data

169

(18)

The Customer Data Architecture

172

(2)

The Data Storehouse

174

(5)

A New Data Architecture

175

(1)

MetaData

176

(1)

Data Cleansing

176

(3)

Data Access and Analysis Tools

179

(1)

Data Mining Tools

179

(4)

The Web

183

(1)

Managing Data in the Mid-sized Business

183

(1)

Knowledge Management

184

(1)

Customer Intelligence

185

(1)

In Summary

185

(2)

Hosted Solutions

187

(18)

What is a Hosted Solution?

187

(1)

Acronym Alphabet Soup

188

(2)

Why use a Hosted Solution?

190

(3)

Costs

192

(1)

Implementation

192

(1)

Limitations

193

(1)

Advantages

193

(1)

Differences between Hosted Solution Models

193

(3)

Application Specific

193

(1)

Tailored Solution

194

(1)

Vendor Specific

194

(1)

Menu of Solutions

194

(1)

Vertical Solution

195

(1)

End-to-End Solution

195

(1)

Business Solution Provider

195

(1)

Benefits

196

(1)

Time-to-Benefit

196

(1)

IT Skillsets

196

(1)

The Sweet Spot

197

(1)

Web

197

(1)

The Concerns

197

(1)

Trade-offs

198

(1)

The Decision Process

199

(3)

Due Diligence

199

(3)

Integration Woes

202

(1)

Time

203

(1)

Costs

203

(1)

In Summary

204

(1)

Partnering for Success

205

(16)

How to Find a Tech Partner

206

(1)

Consultants

206

(4)

Why Hire a Consultant?

207

(2)

What to Avoid?

209

(1)

Consultants' Wrap-up

210

(1)

Systems Integrators

210

(5)

How to Find the Best Fit

212

(1)

Advice from the ``Horse's'' Mouth

213

(1)

What to Expect?

214

(1)

Systems Integrators' Wrap-up

215

(1)

The Selection Process

215

(4)

Determine Need

215

(1)

Qualifications

216

(1)

The RFP

216

(1)

The Interview

217

(1)

Due Diligence

218

(1)

The Contract

218

(1)

Work Plan

219

(1)

In Summary

219

(2)

The Vendor Selection Process

221

(22)

Understand the Vendor Community

222

(2)

Verticals

223

(1)

Vendor Selection

224

(5)

Selection Criteria

225

(1)

Define the Need

225

(1)

Narrow the Field

226

(1)

The Short-List

227

(2)

Request for Proposal

229

(8)

RFP Committee

230

(1)

Criteria

230

(1)

An Example RFP

231

(6)

Pre- and Post-RFP Tasks

237

(1)

Legalese

237

(1)

And the Winner Is...

237

(3)

Costs

238

(1)

Vendor's Vision

238

(1)

Due Diligence

239

(1)

Negotiations

240

(1)

Paperwork

240

(1)

In Summary

241

(2)

Implementation and Deployment

243

(24)

Implementation Philosophy

244

(1)

The Implementation and Deployment Plan (I&D Plan)

244

(10)

The Implementation Team

245

(1)

The Systems Migration Plan

245

(2)

Process Re-engineering

247

(4)

Moving Foreward

251

(1)

Finalizing the I&D Plan

251

(3)

Middleware

254

(3)

CRM Needs Middleware

255

(2)

Enterprise Application Integration (EAI)

257

(1)

Avoiding the Pitfalls

257

(3)

Front-office/Back-office

258

(1)

The Channel Conundrum

258

(1)

An Amalgam

259

(1)

Testing

259

(1)

Security

260

(1)

CRM Ups the Security Risk

260

(1)

Final Deployment

261

(1)

Training

261

(1)

Post-Implementation

262

(2)

Post-Implementation Team

262

(1)

Documentation

263

(1)

Support

263

(1)

Maintenance

264

(1)

Costs

264

(1)

In Summary

265

(2)

Some Parting Advice

267

(2)

Glossary

269

(18)

Index of Figures

287

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A Practical Guide to CRM: Building More Profitable Customer Relationships

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Table of Contents

Supplemental Materials