
C.R.M Pocketbook
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Content
- Cover
- Copyright Notice
- Enjoy the read!
- Title Page
- Publisher
- CONTENTS
- AUTHORS' INTRODUCTION
- DRIVERS FOR CUSTOMER RELATIONSHIP MANAGEMENT
- INTRODUCTION
- COMPETITIVE LANDSCAPE, CHANGE, CONFLICTS OF INTEREST
- CHANGES IN WAY ORGANISATIONS ARE VALUED
- CUSTOMER EXPECTATIONS
- CUSTOMER KNOWLEDGE IS INCREASING EXPONENTIALLY
- CUSTOMER OF THE FUTURE WILL BE DIFFERENT
- GUARD AGAINST 'SERIAL SWITCHERS'
- CONSIDER FUTURE ECONOMIC LANDSCAPE
- TECHNOLOGY MAKING DECISIONS
- KEY ISSUES FOR THE FUTURE
- FRAMEWORK FOR CUSTOMER RELATIONSHIP MANAGEMENT
- BALANCE & INTEGRATION
- CUSTOMERS' EXPECTATIONS
- CALCULATING FUTURE CUSTOMER VALUE
- VISION, OBJECTIVES & STRATEGY
- THE RISE OF THE INDIVIDUAL
- TECTONIC SHIFT IMPLICATIONS
- THE INDIVIDUAL WANTS MORE CONTROL
- ORGANISATION-CENTRIC THINKING DOESN'T WORK
- A PERSON-CENTRIC APPROACH WORKS
- KEY ELEMENTS OF A PERSON-CENTRIC ECOSYSTEM
- PROCESSES: DEFINE & INTEGRATE
- TECHNOLOGY: ORGANISATIONS TODAY
- TECHNOLOGY: VISION FOR THE FUTURE
- STRENGTHEN CUSTOMER BONDS THROUGH RELATIONSHIP MARKETING
- CREATE AN INTEGRATED CRM PROGRAMME TEAM
- DIFFERING CRM THEMES & START POINTS
- ONE SIZE DOES NOT FIT ALL
- ORGANISATION TO ORGANISATION CRM
- TYPICAL O2O CRM CONTENT
- MARKET/SEGMENT INFORMATION
- ORGANISATION PROFILE
- SALES ACCOUNT INFORMATION
- CONTRACTUAL OBLIGATIONS - DIFFERENCE BETWEEN PROFIT OR LOSS?
- FINANCIAL DETAIL
- CONTACT INFORMATION
- NEW BUSINESS DEVELOPMENT
- SUPPORT INFORMATION
- NEW PRODUCT DEVELOPMENT/IMPROVEMENT
- ORGANISATION TO INDIVIDUAL CRM
- THE INDIVIDUAL BUYING PROCESS
- TYPICAL O2I CRM CONTENT
- INDIVIDUAL INFORMATION
- SEGMENTATION
- PREDICTIVE MODELLING
- VALUE SEGMENTATION
- THE DIFFERENT ROLES PLAYED IN A CRM PROGRAMME
- CRM A BUSINESS RESPONSIBILITY
- MARKETING IN A CRM PROGRAMME
- THE CUSTOMER ADVOCATE
- EFFECTIVE COMMUNICATIONS
- EXPLAIN WHAT CRM IS
- SHIFT IN EMPHASIS NEEDED
- THE CHALLENGE
- EIGHT AREAS OF RESPONSIBILITY
- STRATEGY FOR BUILDING CUSTOMER KNOWLEDGE
- DATA CONSISTENCY & USE
- CUSTOMER SEGMENTATIONS
- COMMUNICATION
- MEDIA SELECTION & TARGETING
- TESTING
- MULTI-CHANNEL RESPONSE
- MEASUREMENT
- INFORMATION TECHNOLOGY SERVICES
- HUMAN RESOURCES
- FINANCE & ADMINISTRATION
- SALES
- SUPPORT
- RESEARCH & DEVELOPMENT
- INVESTOR RELATIONS
- STOCK EXCHANGE INVESTORS
- PRIVATE BUSINESS INVESTORS
- INVESTORS IN NOT-FOR-PROFIT ORGANISATIONS
- PLANNING A CRM PROGRAMME
- NOW START PLANNING
- CRM PLANNING PROCESS
- AUDIT - THE RATIONALE
- INTERNAL AUDIT - APPROACH
- INTERNAL AUDIT - OUTPUTS
- EXTERNAL AUDIT - IDENTIFY CUSTOMER TOUCH POINTS
- EXTERNAL AUDIT - OUTPUTS
- CRM MANAGEMENT QUESTIONS
- RATIONALE FOR CUSTOMER LIFETIME VALUE
- CALCULATING LIFETIME VALUE
- DEVELOPING A VISION
- MAKING THE VISION A REALITY
- DEFINING THE SCOPE OF CRM
- CREATING THE BUSINESS PLAN
- EXECUTIVE SUMMARY IS KEY
- GAINING BUY IN FROM THE BOARD
- SPONSORSHIP IS CRITICAL
- IMPLEMENTING A CRM PROGRAMME
- CRM IS A JOURNEY & WAY OF LIFE
- CRM PROGRAMME PLAN EXPLAINED
- WHERE STRATEGY TRANSLATES INTO ACTION
- THE PROGRAMME MANAGER
- CRM PROGRAMME TEAM
- CRM PROGRAMME PLAN
- CRM PROGRAMME
- PROJECT METHODS
- USE WHAT WORKS
- RANGE & SCALE OF OPTIONS NEED BLENDING
- About the Authors
- Title Listings
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File format: PDF
Copy protection: Watermark-DRM (Digital Rights Management)
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