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

by Greenberg, Paul

• ISBN13: 9780072231731
• ISBN10: 0072231734
• Edition: 3rd
• Format: Hardcover
• Copyright: 2004-07-26
• Publisher: McGraw-Hill Osborne Media

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