CRM : redefining customer relationship management / Jeffrey Peel.

Format:

Book

Author/Creator:

Peel, Jeffrey, author.

Series:

Enterprise computing

Language:

English

Subjects (All):

Operating systems (Computers).

Linux.

UNIX (Computer file).

Physical Description:

1 online resource (235 p.)

Edition:

1st edition

Other Title:

Customer relationship management

Redefining customer relationship management

Place of Publication:

Amsterdam ; Boston : Digital Press, [2002]

Language Note:

English

System Details:

text file

Summary:

In CRM, Jeffrey Peel defines Customer Relationship Management in a radical new way by putting communications at the center. In the past, CRM was mostly about the technology, not about the customer. In this book, Peel talks about a new ethos that is beginning to fundamentally change the way organizations do business. At a technology level, CRM is increasingly about conjoined best-of-breed applications delivered via portal technologies. At a business level, it is beginning to invade traditional territories occupied by brand management or customer support. Peel shows companies how to make the shi

Contents:

Front cover; CRMRedefining CustomerRelationship Management; Copyright; Contents; Preface; Acknowledgments; Chapter 1 -The New Customer Challenge; Change is happening; A technology focus?; What's it all about?; CRM: C for communications?; C RM practitioner views versus customerviews: The data; A focus on the e-mail channel: A study innonperformance in U.S. and U.K. banking; Chapter 2 - CRM Technology and CRM: The Need for a Communication-Centric Approach; New ERP?; CRM: Call center, right?; Introducing the contact-center conduit; The contact center and product marketing; External experts

Customer dataSales force; Connected contact center?; Asynchronous versussynchronous communications; Chapter 3 - The Analyst's View of CRM; Why do analysts matter?; Give me your watch, I'll tell you the time; CRM roots; The analyst's viewpoint on CRM; Integration needs for customer systems; Increased incorporation of customerknowledge and customer analytics; The universal queue; Customer satisfaction surveys; Chapter 4 - The Application Revolution and ItsImplications for CRM; Background; Myriad definitions; The portal concept; The integration: Here and now; A mix of front ends

New integration paradigmsAn integration chronology; The WebSphere story; A closer look at Web services; Integration and the implications for CRM; Defining an integration approach; A closer look at XML and SOAP and theoperational front-office portal; Web services and CRM; Chapter 5 - Analytical CRM; Enhancing relationships; Data aggregation; A history lesson; Wave I analytical CRM; Wave 2 analytical CRM; Wave 3 analytical CRM; Chapter 6 - Dot-Com CRM Red Herrings andIntroducing CMR (and DCM); Dot-corns and LDOs; Dot-corn-defined CRM software; LDO-focused CRM definitions; CRM or CMR?

A move from mass marketing?The new marketing?; Technology consequences?; And DCM?; LDOs and CRM

The bottom line; Chapter 7 - A Role for Marketing-OrientedCt?dl/l Technologies; A change of control?; The death of mass marketing

Fact or fiction?; The end of churn; A brave new world?; The C RM here and now; Enter ""qualitative direct marketing""; The human touch; Portals (again); Chapter 8 - Selecting Vendor Solutions; The process conundrum; Departmental and suite-based solutions; A fit-for-purpose approach; The enterprise suite-based approach; The analytical C RM vendors; Marketing CRM systems

The customer service segmentSales force automation segment; Workflow vendors and otherback-end systems; The middleware piece; Chapter 9 - Defining CRM Processes; Shoddy standards and C RM; Measurement at the microlevel; A role for process and outsourcing; A focus on the four tenets; Knowledge; Reciprocity; Easy communications; Local context; A multiple-channel approach; Describing the customer; Defining different personas and closingthe loop; A key role for analytics; A strategy for channel development; Establishing electronic processes; Chapter 10 - A ResearchedApproach to CRM

Effective and coordinated research

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9786612540080

9781282540088

1282540084

9780080503448

0080503446

OCLC:

507007878