Customer relationship management / Kristin Anderson, Carol Kerr.

Format:

Book

Author/Creator:

Anderson, Kristin, 1962- author.

Kerr, Carol, author.

Series:

Briefcase books series.

Briefcase books series

Language:

English

Subjects (All):

Customer relations.

Physical Description:

xii, 164 pages : illustrations (black and white).

Edition:

1st ed.

Place of Publication:

New York : McGraw-Hill, [2002]

Language Note:

English

Summary:

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.

Contents:

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.

Notes:

Includes index.

Description based on print version record.

Description based on publisher supplied metadata and other sources.

ISBN:

0071394125

9780071394123

OCLC:

1164489036