Customer Relationship Management
1st Edition
Published on 22. September 2001
178 pages
978-0-07-139412-3 (ISBN)
Description
This reader-friendly series is must read for all levels of managers All managers, whether brand-new to their positions or well established in the corporate hierarchy, can use a little brushing-up now and then. The skills-based Briefcase Books Series is filled with ideas and strategies to help managers become more capable, efficient, effective, and valuable to their corporations. As customer loyalty increasingly becomes a thing of the past, customer relationship management (CRM) has become one of today's hottest topics. Customer Relationship Management supplies easy-to-apply solutions to common CRM problems, including how to maximize impact from CRM technology, which data warehousing techniques are most effective, and how to create and manage both short- and long-term relationships.
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Additional editions
Kristin Anderson | Carol Kerr
Customer Relationship Management
Book
10/2001
McGraw-Hill Professional
€20.80
Shipment within 15-20 days
Content
- Intro
- Contents
- Preface
- 1: Customer Relationship Management is Not an Option
- Customer Relationship Management Defined
- Technology Does Not Equal Strategy
- The Power of CRM
- CRM Success Factors
- CRM Is Here to Stay
- 2: The Customer Service/Sales Profile
- Why Call It the Customer Service/Sales Profile?
- The Three Levels of Service/Sales
- The Shape of Your Customer Service/Sales Profile
- Pitfalls of the Customer Service/Sales Profile
- CRM and Your Profile
- 3: Managing Your Customer Service/Sales Profile
- Sonjia's Contact Center
- Maurice's Food Brokerage
- Managing Initial or Stand-Alone Transactions
- Managing for Repeat Business
- Managing for Customer Advocacy
- 4: Choosing Your CRM Strategy
- CRM Strategy Starting Points
- Picking the Player
- Preparing for Your First Meeting
- The CRM Strategy Creation Meeting(s)
- Identify Potential Strategies
- CRM Strategy Selection
- 5: Managing and Sharing Customer Data
- Return to Your Strategies
- Data vs. Information
- Managing Customer Information-Databases
- Ethics and Legalities of Data Use
- 6: Tools for Capturing Customer Information
- Where to Get the Data and Information
- The Computer is Your Friend (but Not Always Your Best Friend)
- Believe It or Not
- 7: Service-Level Agreements
- Service-Level Agreements Defined
- Three Keys to Effective SLAs
- Creating an SLA
- Using SLAs to Support Internal Customer Relationships
- Making SLAs Work
- 8: E-Commerce: Customer Relationships on the Internet
- CRM on the Internet
- Choosing the Right Vehicle
- Three Rules for Success on the Road to E-Commerce
- What Does the Future Hold?
- 9: Managing Relationships Through Conflict
- Managing the Moment of Conflict
- "But 'Nice' Never Bought Me a Customer"
- Customer Relationship Management Is an Early Warning System
- What if the Customer Is the Problem?
- 10: Fighting Complacency: The "Seven-Year Itch" in Customer Relationships
- But They Love Me!
- The Illusion of Complacency
- Customer Needs Change
- Make Parting Such Sweet Sorrow
- Renew Your Vows
- 11: Resetting Your CRM Strategy
- Ready, Set, Reset!
- Phase 1: Are You Hitting Your Target?
- Phase 2: Does Your CRM Strategy Work for Your People?
- Phase 3: Time for Change
- Closing Words
- Index
