C.R.M Pocketbook
2nd Edition
Published on 1. January 2013
128 pages
978-1-908284-33-4 (ISBN)
Description
An effective customer relationship management strategy can deliver a step change in customer engagement, profitability, revenue growth and sustainability. This second edition of the CRM Pocketbook will help managers take a more strategic approach to setting relationship management objectives and implementing practical plans in a multi-channel environment. Consumers are becoming more empowered and turning to channels where they can access their own personal information, have more say in how that information is used, and manage how often they receive marketing materials. They have the ability to compare and analyse product and service offerings without the need for interaction with suppliers. This book explains how organisations can build more effective engagement strategies that provide outstanding customer support and drive business value. There is a section describing the contribution needed from departments within organisations, including how to keep investors informed and supportive of CRM initiatives, leading to the delivery of the customer promise and business results.
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Alexander David
C.R.M. Pocketbook
Book
11/2013
2nd Edition
Management Pocketbooks
€32.37
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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
