Customer Relationship Management
The Bottom Line to Optimizing Your ROI (NetEffect Series)
2nd Edition
Published on 2. August 2002
Book
Paperback/Softback
272 pages
978-0-13-099069-3 (ISBN)
Description
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 SSP (TM)) and a process to measure the results in an on-going manner, and 3) how to tie those measure results to the bottom-line (SP3M (TM)).
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 SSP (TM)) and a process to measure the results in an on-going manner, and 3) how to tie those measure results to the bottom-line (SP3M (TM)).
More details
Edition
2nd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 254 mm
Width: 203 mm
Weight
431 gr
ISBN-13
978-0-13-099069-3 (9780130990693)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Book
02/1996
Pearson
€42.15
Article exhausted; check for reprint
Content
I. OPERATIONAL CRM-ACCESSIBILITY.
1. Thinking Outside the CRM Box.
2. Start with the People.
3. The Secret to Risk Management of CRM: People.
4. The CRM Successful People Process (TM) (CRM SPP (TM)): The Key to Opening Up Employees to Change.
5. Teams and Their Impact on CRM Implementations.
II. ANALYTICAL CRM-MEASURING PEOPLE, PROCESS, AND TECHNOLOGY.
6. Why Should You Measure Customer Service?
7. Customer Lifetime Value Calculations.
8. Benchmarking Your CRM Center.
9. Measuring People Who Provide Service.
10. The ROI of Training That Impacts the Bottom Line.
11. Using Technology the Smart Way: ROI of Improved Customer Service by an Airline.
12. Measuring Process: Promises, Promises-Service Level Let Downs vs. SP3M (TM).
13. Technology That Optimizes CRM.
1. Thinking Outside the CRM Box.
2. Start with the People.
3. The Secret to Risk Management of CRM: People.
4. The CRM Successful People Process (TM) (CRM SPP (TM)): The Key to Opening Up Employees to Change.
5. Teams and Their Impact on CRM Implementations.
II. ANALYTICAL CRM-MEASURING PEOPLE, PROCESS, AND TECHNOLOGY.
6. Why Should You Measure Customer Service?
7. Customer Lifetime Value Calculations.
8. Benchmarking Your CRM Center.
9. Measuring People Who Provide Service.
10. The ROI of Training That Impacts the Bottom Line.
11. Using Technology the Smart Way: ROI of Improved Customer Service by an Airline.
12. Measuring Process: Promises, Promises-Service Level Let Downs vs. SP3M (TM).
13. Technology That Optimizes CRM.