| Description |
xviii, 670 pages : illustrations ; 25 cm |
| Contents |
1. Is CRM Ashley Judd? -- 2. Whole-brained CRM: the real metaphor -- 3. Data-driven CRM vs. process-driven CRM -- 4. Sales force automation: power to the (sales) people -- 5. Enterprise marketing management: finally getting the message? -- 6. CCRM=PRM: not just a name change -- 7. Call center, CIC, potato, po-tah-to: customer service can be good - whatever you call it -- 8. Field serivce: not just your Maytag -- 9. Analytics: I never saw a purple cow, but if I did, it would be a demographic -- 10. Going deep: verticalizing CRM -- 11. "Of the people, by the people, for the people": CRM in the public sector -- 12. CRM and the SMB: small is beautiful -- 13. Web architecture for enterprise applications -- 14. Data mining, datawarehouse, data -- 15. Supply chain + demand chain = a big enterprise value chain, gang -- 16. The ASP model: sexy, but utilitarian -- 17. CRM strategy: first in plan, first in implementation, first in the heart of the customer -- 18. Business processes are gender neutral, aren't they? -- 19. Culture change, not diaper change: managing a dramatic transformation -- 20. Dancing to the music: implementing CRM -- 21. Communications and learning management does not equal knowledge dump -- 22. ROI and metrics: numbers never felt so good -- 23. Playing with the big boys -- 24. The best of the rest -- 25. The ASP is more than Cleopatra's -- 26. Peering at the future through glasses. Appendix: Customer lifetime value primer |
| Summary |
"International thought leader and CRM guru Paul Greenberg explains how every business - no matter what the industry - can create a true customer-focused environment. He describes how CRM strategy has evolved in recent years - from being data-driven to being process-driven. Instead of just creating a 360-degree view of customer data, businesses should strive to answer questions like: What kind of business workflow do we need to make sure that customer problems are resolved? With what regulations do we have to comply? What do we do to sell a new product to a customer and how do we handle the order? It is a complex interlinked supply, support, and demand chain that involves not just the products and services offered by the company, but also the suppliers, vendors, partners, and employees."--Book jacket |
| Notes |
"Third edition" -- Cover |
|
Includes index |
| Subject |
Electronic commerce.
|
|
Customer relations -- Management.
|
| LC no. |
2005295325 |
| ISBN |
0072231734 : |
|
