| Description |
1 online resource : illustrations |
| Series |
--For dummies |
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--For dummies.
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| Contents |
Title Page; Copyright Page; Table of Contents; Introduction; About This Book; Icons Used in This Book; Where to Go from Here; Part 1 Laying the CRM Foundation; Chapter 1 Embarking on Your Journey to Complete CRM; Bringing the R in CRM to the Forefront; Extending CRM to Your Entire Business; Knowing the Buzzwords; Content marketing; Personalized content; Conversion; Data-driven; Big data; Segmentation; Buyer persona; Inbound marketing; Customer lifecycle/journey; Sales pipeline/funnel; Opportunities; Using Strategies and Tactics; Coming up with effective strategies; Using effective tactics |
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Measuring "effective"Finding Your Success with Complete CRM; Growth; Revenue; Profit; Efficiency; Lifestyle; Chapter 2 Gearing Up Internally for CRM; Overcoming Resistance to Change; Preparing for "not invented here" resistance; Confronting the ghosts of failed initiatives; Overcoming the fear of accountability; Conducting internal research; Identifying formal and informal leaders; Selling Complete CRM to every level of your organization; Encouraging and Facilitating Innovation and Collaboration; Taking a balanced, structured approach to innovation |
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Identifying resources that contribute to innovationMeasuring the impact of innovation; Facilitating collaborative brainstorming for your CRM; Creating a Consistent and Effective Brand Communication Strategy; Sending electronic communication; Distributing printed material; Posting and engaging on social media; Working with the Gatekeepers in IT; Securing your data; Controlling access to data; Controlling access to your CRM software; Adopting a Data-Driven Mindset; Making decisions quantitatively versus qualitatively; Leveraging predictive analytics; Applying Your Culture to CRM |
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Thinking like CRMActing like CRM; Building two-way relationships; Adding a leaderboard to motivate your team; Chapter 3 Choosing the Best Software; Choosing between Software as a Service (SaaS) or On-Premise; Going with SaaS; Choosing on-premise; Evaluating Software Vendors; Analyzing vendor company culture; Finding reviews that matter; Evaluating pricing models; Estimating integration time and cost; Assessing service and support options; Determining your need for outside assistance; Testing CRM Software; Finding the right criteria for you; Getting demos from vendors |
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Playing around with trial accountsMaking the Final Decision; How to get buy in; Seeing things through to completion; Educating Users on Responsibility; Installing the Right Data Security Tools; Training Your Staff; Building muscle memory with walk-throughs; Leveraging vendor videos, articles, and knowledge bases; Making dedicated resources available; Part 2 Setting Up Yourself for Success; Chapter 4 Organizing Your CRM through Segments and Personas; Segmenting Your Market; Choosing the right segmentation categories; Gathering data; Organizing leads, contacts, accounts, and companies |
| Summary |
Save time, save money, and grow your business with more effective CRM CRM For Dummies is the small business leader's guide to managing customer interactions. Customer relationship management is a critical part of any business, and it encompasses everything from business strategy and HR to sales, marketing, events, and more. Solutions exist for businesses of any size, but how do you know which one is right for you? What features do you need? Do you have the people and processes in place to get the most out of whichever one you choose? This book is designed to help business leaders better understand effective CRM and identify the right solution for their business?but it's about much more than software; effective CRM requires appropriate team structures, intradepartmental collaboration, and process efficiency. Packed with tactics and strategies that will save your company thousands of dollars and man-hours, these chapters answer the most pressing questions that will make the biggest impact on your sales. Building relationships with current and future customers is the critical point of business. This book helps you bring sales, marketing, and operations together to work toward that common goal, and shows you the tools and techniques that make your efforts more effective. Define your market segments, buyer personas, and voice Build an effective internal structure, and choose the right CRM solution Optimize leads and conduct effective email marketing Streamline processes, automate where possible, and employ analytics Your customers are the lifeblood of your company; you need to reach them, engage them, and retain them?without wasting precious time or money. CRM For Dummies gets you up to speed on the latest, most effective CRM tools and techniques to help your business succeed |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Online resource; title from PDF title page (EBSCO, viewed June 26, 2017) |
| Subject |
Customer relations -- Management.
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Relationship marketing.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Customer relations -- Management
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Relationship marketing
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| Form |
Electronic book
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| ISBN |
9781119368984 |
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1119368987 |
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9781119368991 |
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1119368995 |
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