9780072231731

CRM at the Speed of Light, Third Edition: Essential Customer Strategies for the 21st Century

by
  • ISBN13:

    9780072231731

  • ISBN10:

    0072231734

  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 2004-07-26
  • Publisher: McGraw-Hill Osborne Media
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Summary

Updated to reflect the major changes in Customer Relationship Management (CRM) in the last few years, this third edition ofCRM at the Speed of Light: Capturing and Keeping Customers in Real Timeis a must-read for executives looking to leverage the latest technologies on the market to reach and retain customers. Learn CRM concepts, discover what tools are available and which ones are suitable for your business, and get practical, expert advice on avoiding common pitfalls.

Author Biography

Paul Greenberg (Manassas, VA) has many years of experience in ERP and CRM. He has built several SAP and PeopleSoft practices, and is on the boards of experts and advisors at DestinationCRM, SearchCRM, and CRMGuru.

Table of Contents

Foreword ix
Acknowledgments xi
Introduction xv
Part I The Overview
1(80)
Is CRM Ashley Judd?
1(46)
Defining CRM: Salute to the General
1(5)
CRM Definition: The View from Above Still Needs Binoculars
6(4)
In the Beginning: CRM's Place in the Business Universe
10(1)
Transformation of the Business Ecosystem
11(6)
``Every Day Is Mardi Gras and Every Fan's a King.''
17(4)
Learning from the Best: CRM from Its Leaders
21(24)
Okay, Folks, What Did We Learn?
45(2)
Whole-Brained CRM: The Real Metaphor
47(18)
The META Group Definition circa 2000
47(5)
Whole-Brained CRM
52(12)
CRM: The Total Package
64(1)
Data-Driven CRM vs. Process-Driven CRM
65(16)
Data-Driven CRM
66(1)
Process: An Overview
67(4)
Process-Driven CRM
71(8)
In Conclusion
79(2)
Part II The Modules
81(174)
Sales Force Automation: Power to the (Sales) People
81(26)
Contact Management vs. SFA
81(4)
Contact Management: The Good, the Bad---and the Not-at-All Ugly
85(3)
SFA: Sales Bourgeois vs. Sales Proletarians
88(6)
Focus: Proposal Management Meets Sales Process
94(2)
Vendors to Watch
96(10)
Rage Against the Machine?
106(1)
Enterprise Marketing Management: Finally Getting the Message?
107(24)
The Core Beliefs
110(12)
Enterprise Marketing Management (EMM)
122(9)
CCRM = PRM: Not Just a Name Change
131(34)
The Basics Are Really Basic
131(11)
How to Succeed in Business by Really Trying Hard
142(13)
ROI Means King in French and Bottom Line in English
155(9)
The End (of the Chapter)
164(1)
Call Center, CIC, Potato, Po-Tah-to: Customer Service Can Be Good---Whatever You Call It
165(30)
From Call Center to Customer Interaction Center
165(9)
The Agent Can Be Your Friend
174(10)
Qui Bono? Benefits and Stories
184(11)
Field Service: Not Just Your Maytag Repairman Anymore
195(28)
Field Service: Welcome to the 21st Century
195(1)
Form Follows Function
196(9)
Strategic Considerations
205(3)
Strategic Value
208(4)
What Could They Possibly Be Thinking?
212(10)
Waiting for You
222(1)
Analytics: I Never Saw a Purple Cow, But if I Did, It Would Be a Demographic
223(32)
What Are Analytics?
224(31)
Part III The Markets
255(90)
Going Deep: Verticalizing CRM
255(30)
Industry-Specific, if You Please
255(3)
CRM at Different Theaters: The Show's the Thing
258(22)
The Vendors and the Verticals
280(3)
Moving On
283(2)
``Of the People, by the People, for the People'': CRM in the Public Sector
285(32)
CRM in the Public Eye: More than Just a Good Initiative
285(3)
Public Sector: CRM Stands for Constituent Relationship Management
288(29)
CRM and the SMB: Small Is Beautiful
317(28)
SMB Is More than an Acronym
317(4)
SMB vs. Enterprise: What Are the Differences?
321(24)
Part IV The Modules
345(102)
Web Architecture for Enterprise Applications: Why Learn THAT?
345(18)
Widescreen Architecture
345(3)
Evaluating Architecture
348(15)
Data Mining, Datawarehouse, Data (Just Not Star Trek's)
363(22)
Data: It's Good for You
364(18)
A Little Bit of Vendor
382(3)
Supply Chain + Demand Chain = A Big Enterprise Value Chain, Gang
385(30)
The Realization Is High, the Interest Deep
387(1)
Supply Chain Management: Looking Out the Front of the Back
387(5)
The Sweetest Thing: Value Chain Integration
392(23)
The ASP Model: Sexy, but Utilitarian
415(32)
A Host by Any Other Name Would Work Just as Sweet
416(1)
The Net Natives
416(19)
The Hosted Solutions: Old School, New Approach
435(3)
What ASPs Are and Aren't: Other Flavors
438(4)
Pay Attention: Getting the Most from ``Them''
442(5)
Part V The Kernel
447(128)
CRM Strategy: First in Plan, First in Implementation, First in the Heart of the Customer
447(32)
Prelude to a CRM Symphony
448(1)
The Overture and the Movements
449(2)
The Movements Begin: CRM as Program, Not Project
451(18)
Business Process Management (BPM)
469(1)
Benchmarks and Metrics
470(3)
Culture Change
473(1)
Alignment with the Customer Ecosystem
473(1)
Vendor Selection
474(1)
Implementation Strategy
475(1)
Ongoing Learning Management
475(4)
Business Processes Are Gender Neutral, Aren't They?
479(20)
BPM Gains Credence
480(19)
Culture Change, Not Diaper Change: Managing a Dramatic Transformation
499(14)
Why So Important?
500(8)
How Do You Do It?
508(5)
Dancing to the Music: Implementing CRM
513(26)
When You Buy the Application, You Buy the Vendor
513(26)
Communications and Learning Management Does Not Equal Knowledge Dump
539(16)
Communications Planning
539(6)
Learning Management Systems
545(10)
ROI and Metrics: Numbers Never Felt So Good
555(20)
ROI and Metrics---A Beautiful Combination
555(8)
The ROI
563(9)
Finale
572(3)
Part VI The Ranks
575(68)
Playing with the Big Boys: The Sandbox Survivors
575(32)
Criteria
575(3)
Companies
578(29)
The Best of the Rest
607(20)
Companies
607(14)
Solutions Providers
621(6)
The ASP Is More than Cleopatra's Death Warrant
627(16)
Why the Choices?
629(14)
Part VII Back to the Future
643(12)
Peering at the Future Through Glasses: Bye-Bye CRM, Sort Of
643(12)
The Pundits
644(5)
CRM: Finally, Part of the Business Fabric
649(2)
What About Now?
651(4)
Appendix Customer Lifetime Value Primer 655(8)
Afterword 663(2)
Index 665

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