Customer Relationship Management Systems Handbook

by Sharp; Duane E.

• ISBN13: 9780849311437
• ISBN10: 0849311438
• Format: Nonspecific Binding
• Copyright: 2002-07-19
• Publisher: Auerbach Public

Summary

The concept of customer relationship management (CRM) has grown from the loosely defined methodology of using customer transactions for developing profiles on customers to the well-defined business process of using sophisticated tools and analytical processes for managing each customer on an individual basis. CRM integrates e-mail and the PDA with the day planner, electronic scheduler, client database, and a number of other business management tools so you can create a single point from which to manage customer relationships. The Customer Relationship Management Systems Handbook provides a complete and detailed analysis of CRM, its origins, rationale, implementation strategies, core technologies, and benefits. The author takes readers through the evolution of CRM- from its early beginning as a tool for better managing and utilizing vast amounts of customer transaction data acquired in day-to-day transactions to today's sophisticated data warehouse-based systems. The text was researched, formatted, and written for IS professionals who need a full understanding of what is involved in the successful development and implementation of a CRM. To highlight the significant benefits of implementing CRM strategies, the book provides examples of successful CRM implementations from a broad range of business sectors. These implementations, presented in a case study format, demonstrate implementation processes, appropriate technologies, and vendor solutions that work. Wherever possible, illustrations are used to enhance the textual presentation. The complete analysis of CRM provided in the Customer Relationship Management Systems Handbook will enable you to accomplish what many businesses fail to do-put the customer first.

Table of Contents

THE CUSTOMER TODAY

Who is the Customer?

A Shifting Paradigm

A New Look For Marketing

Customer Feedback

Managing Relationships: The CRM Solution

The Stages of a CRM Strategy

THE EVOLUTION OF CUSTOMER RELATIONS TO CRM

Planning

Strategies for Managing Customer Information

The CRM Planning Phase

CRM Strategy: From Planning to Development

A Twelve-Stage CRM Strategy

Applying the CRM Strategy

CRM Issues, Tactics, and Methodologies

Two-Way Dialog: Customer Input to CRM

Testing and Evaluating CRM Solutions

Managing the CRM Program

CRM Analytics in Data Mining

CRM: Summing Up the Business Value

THE TECHNOLOGY OF CRM

An Overview of the Data Warehouse

Design and Construction of a Data Warehouse

Data Marts in the Real World

Avoiding the Pitfalls of Data Warehousing

The Data Warehouse Development Process

The Operational Data Warehouse

Data Warehousing Computer Platforms

Data Warehousing and CRM: Managing the Project

Data Warehouse Development: One Vendor's Methodology

Elements of Database Technology

The Business Tools: Analytical CRM

Data Warehousing Architectures: Options

Implementing the Enterprise Data Warehouse

Decision Support Systems and Data Warehousing

Database Management Systems

From Data Warehousing to Data Mining

Data Consistency and Quality

Managerial and Organizational Impacts of Data Warehousing

Vendors with CRM Technology

Conclusion

CASE STUDIES IN CRM

Automotive

Communications

Energy

Entertainment

Financial Institutions

Fund-Raising

Healthcare

Insurance

Investment

Packaging

Recruiting and Training

Retail

Technology

Transportation and Travel

Wholesale

Analyzing Case Studies for Maximum Benefit

PRIVACY IN CRM

Data Privacy

Government Initiatives

CRM: Opportunities to Address Privacy Concerns

P3P Standard and Definitions

Industry Support for Privacy Initiatives

Protecting Personal Privacy in CRM

BENEFITS OF CRM

Benefits of CRM by Business Sector

The General Value of CRM

Determining the ROI for a CRM Solution

The Ultimate Benefits of CRM

Appendix A: Glossary of CRM and Data Warehouse Terminology

Appendix B: References and Bibliography

Index