The Complete Customer Relationship Management (CRM) Handbook
Published on 14. November 2013
Book
Paperback/Softback
256 pages
978-1-906294-72-4 (ISBN)
Description
Customer Relationship Management is as important for the voluntary sector as it is for the commercial world. In the voluntary sector the customer is not just the funder or the beneficiary but everyone the organisation comes in contact with and so CRM is crucial to everyone in the organisation. This book will help you to understand what traditional CRM is, the principles underlying it and how it differs when applied to the third sector. You will learn about CRM strategies, different ways of looking at CRM, what a complete CRM solution should contain and answer such questions as; "Who is the customer?" , "Is there such a thing as a CRM system?" and "Isn't it just an IT thing?" Understanding what CRM really is and how to apply it properly will help you make more money for your organisation and be more effective in achieving your organisation's mission. Who is this book for? It is aimed at for charities, membership organisations, arts and culture organisations and educational organisations. Key personnel who will benefit from it will include fundraising professionals, IT managers, membership and customer services departments, those with management responsibility including CEOs.
Selling Points This is the first book on CRM for the voluntary sector Dr Peter Flory is the leading expert on CRM and fundraising databases for the voluntary sector. He has been a consultant for 23 years, is a Phd in Information Systems and is a research fellow at Brunel University. Peter Flory is also author of several books on fundraising databases
Selling Points This is the first book on CRM for the voluntary sector Dr Peter Flory is the leading expert on CRM and fundraising databases for the voluntary sector. He has been a consultant for 23 years, is a Phd in Information Systems and is a research fellow at Brunel University. Peter Flory is also author of several books on fundraising databases
Reviews / Votes
'A detailed, practical view of choosing and using a CRM system. Countless charities have benefited from his experience, and now it is distilled in print for a wider audience.' Howard Lake, fundraising.co.uk 'Peter Flory has managed to encapsulate the key aspects of CRM for charities in one single very readable volume. Given the increasing complexity of the environment in which charities operate, this is some achievement. Readers will benefit whether they have prime responsibility for implementing a new system or simply have a need to do "customer relations" better. Peter Maple, Course Director, London South Bank University 'Peter Flory debunks the myths and lays out very clearly what CRM means for the third sector. Essential reading for people of all levels involved in a CRM change programme.' CRM in the third sector demands answers to a much more complex set of questions than those in the commercial world face. Peter Flory's book is an excellent, easily understood guide through the issues for anyone involved in CRM. Aaron Cockburn-Woods 'For both those who know the sector and the uninitiated, Peter gives a great perspective on just how different the NFP world of CRM is to commercial CRM and how to make sure you get it right.' John Bird, Head of thankQMore details
Language
English
Place of publication
London
United Kingdom
Illustrations
Illustrations
Dimensions
Height: 244 mm
Width: 169 mm
ISBN-13
978-1-906294-72-4 (9781906294724)
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
Person
Dr Peter Flory is the leading expert on CRM and fundraising databases for the voluntary sector. He has been a consultant to the sector for 23 years. He is a Phd in Information Systems and is a research fellow at Brunel University. Peter is also author of several books on fundraising databases.
Content
Part 1 WHAT IS CRM? Page 1 Introduction 1.1 About this book 1.2 Back to basics 1.3 CRM overview 2 CRM - An Historical Perspective 2.1 A brief history 2.2 Relationship Marketing 2.3 The birth of CRM 2.4 CRM and the Not for Profit sector 2.5 CRM today 3 Traditional CRM 3.1 Definitions 3.2 Customers and other stakeholders 3.3 First Level Functional Breakdown of CRM 3.4 Second Level Functional Breakdown of CRM 3.5 Traditional CRM Summary 4 CRM in the Not for Profit Sector 4.1 What is the Not for Profit Sector? 4.2 Does CRM apply to the Not for Profit sector? 4.3 Who is the NfP Sector customer? 4.4 The multi-role customer 4.5 NfP CRM concepts 4.6 NfP CRM definitions 4.7 NfP sector CRM summary PART 2 CRM STRATEGY 5 The 8 principles of CRM 5.1 Introduction 5.2 Inclusiveness 5.3 Visibility 5.4 Integration 5.5 Relationships 5.6 Quality 5.7 Knowledge 5.8 Analysis 5.9 Planning 6 Common CRM Concepts 6.1 Combining principles 6.2 The "360 degree view" 6.3 The "single customer view" 6.4 Understanding customers 6.5 The Customer Journey 6.6 The customer experience 7 CRM Strategy issues 7.1 Strategic principles 7.2 Developing a CRM strategy 7.3 Implementing a CRM strategy 7.4 Organisational issues 7.5 Customer issues 7.6 Staff Issues 7.7 Confidentiality, Security and Compliance 7.8 Systems and data issues 8 CRM management 8.1 Roles and responsibilities 8.2 Change Management 8.3 Other Management Issues 8.4 Why most CRM implementations fail 8.5 CRM Strategy Summary PART 3 CRM SYSTEMS ARCHITECTURE 9 The Operational view 9.1 The organisation's perspective 9.2 The customer's perspective 9.3 Merging the two perspectives 10 The Systems view 10.1 Reasons for considering systems architecture 10.2 "The three circles" 10.3 Collaborative CRM 10.4 Operational CRM 10.5 Analytical CRM 10.6 Best of breed software 11 The functional view 11.1 Functionality versus requirements 11.2 Commercial CRM functionality versus NfP CRM functionality 11.3 Top-level functional breakdown 12 Systems versus functions 13 Typical architectural scenarios 13.1 Architectural options 13.2 Organisational approaches to CRM systems architecture PART 4 CRM SYSTEMS REQUIREMENTS/FUNCTIONALITY 14 Collaborative CRM 14.1 Customer communications 14.2 Traditional channels 14.3 The organisation's website 14.4 Other websites 14.5 Social media 14.6 Website development 15 Operational CRM 15.1 Non-functional requirements 15.1.1 Technical Issues 15.1.2 Configuration and Customisation 15.1.3 Security 15.1.4 Audit Trail 15.1.5 Compliance 15.1.6 Documentation/Help 15.2 General functionality 15.2.1 Business Rules Processing 15.2.2 Query, Reporting and Analysis (QRA) 15.2.3 Data Management 15.2.4 Database Administrator Functions 15.3 Marketing-related functionality 15.3.1 Customer Management 15.3.2 Marketing 15.3.3 Communications 15.3.4 Channels 15.4 Sales-related functionality 15.4.1 Sales 15.4.2 Fundraising 15.4.3 Membership Management 15.4.4 Event Management 15.4.5 Financial Management 15.5 Service-related functionality 15.5.1 Service 15.5.2 Beneficiary Services 15.6 Systems integration 15.6.1 Other Types of CRM 15.6.2 Standard Systems 15.6.3 Optional Systems 16 Analytical CRM 16.1 Introduction 16.2 Measurement/management information 16.3 Simple analysis tools and techniques 16.4 More sophisticated analysis 16.5 Data Modelling/Prediction 16.6 A final word on analytics Part 5 SETTING UP YOUR CRM PROJECT 17 Where do you start? 17.1 Before you start 17.2 General implementation flow 18 Management issues 18.1 People 18.2 Processes 18.3 Technology 18.4 Project management 19 The first steps PART 6 CRM SYSTEMS PROCUREMENT 20 The buyer's dilemma 21 Who are the suppliers? 21.1 Collaborative CRM 21.2 Operational CRM 21.3 Analytical CRM 22 10 steps to a successful purchase 22.1 Different selection techniques 22.2 The 10 steps 22.3 Some golden rules for success 22.4 Some who got it wrong! PART 7 IMPLEMENTING AND USING CRM 23 Implementation tasks 23.1 Up to contracts 23.2 Up to Go Live 23.3 After Go Live 24 CRM in practice 24.1 Get the strategy right 24.2 Get the procurement right 24.3 Get the implementation right 24.4 Get the processes right 24.5 Get the communications right 25 The Future of CRM 25.1 The mobile world 25.2 The rise and rise of social media 25.3 Blurring the boundaries 25.4 The changing market-place