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9780130990693

Customer Relationship Management The Bottom Line to Optimizing Your ROI (NetEffect Series)

by ;
  • ISBN13:

    9780130990693

  • ISBN10:

    0130990698

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2001-12-26
  • Publisher: Prentice Hall
  • Purchase Benefits
List Price: $32.80

Summary

For undergraduate/graduate-level courses in Quantitative Measurement and Consumer Behavior.Cutting-edge in perspective, this text presents innovative proven methods for determining whether a Customer Relationship Management (CRM) strategy for changing the way a company provides service (by adding new technology, processes, and procedures) will realize the return on the investment projected. Throughout, students see through measurable data-containing examples how CRM theory is applied with great success by various real-life companies. They learn 1) the scientific reasons why people resist change, 2) a process to deal with it (Successful People Process SSPtrade;) and a process to measure the results in an on-going manner, and 3) how to tie those measure results to the bottom-line (SP3Mtrade;).

Table of Contents

Section 1: Operational CRM - Accessibility 1(124)
Thinking Outside the CRM Box
3(28)
Start with the People
31(6)
The Secret to Risk Management of CRM: People
37(27)
The CRM Successful People Process™ (CRMSPP): The Key to Opening Up Employees to Change
64(45)
Teams and Their Impact on CRM Implementations
109(16)
Section 2: Analytical CRM - Measuring People, Process, and Technology 125
Why Should You Measure Customer Service?
127
Customer Lifetime Value Calculations
135
Benchmarking Your CRM Center
141
Measuring People Who Provide Service
152
ROI of Training That Impacts the Bottom Line
177
Using Technology the Smart Way: ROI of Improved Customer Service by an Airline
189
Measuring Process: Promises, Promises-Service Level Letdowns versus SP3M™
195
Technology That Optimizes CRM
219

Supplemental Materials

What is included with this book?

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