CRM unplugged: releasing CRM’s strategic value

Doug Turk, Philip Bligh0471483044, 9780471483045, 9780471663836

Building and maintaining a customer-centered enterprise cost-effectively is a hot topic and key business issue. This book provides the definitive work on how to derive return from investment. It shows readers strategies for successful CRM implementation into a company, and how to achieve a good ROI through CRM, and also details best practices.

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Table of contents :
TeamLiB……Page 1
Cover……Page 2
Contents……Page 7
Foreword……Page 11
Preface……Page 15
Acknowledgments……Page 19
1 A New, More Strategic Approach to CRM……Page 20
Industry Leaders Show the Way……Page 24
A Clearer Definition of CRM Is Required……Page 25
Three Lessons from Leaders……Page 32
Key Points……Page 40
2 A Review of CRM Failures……Page 42
What Went Wrong with CRM……Page 45
CRM Contributes to a Scary Halloween for Hershey……Page 49
Why CRM Projects Fail……Page 52
Key Points……Page 68
3 Strategy First: Aligning CRM with Company Strategy……Page 72
Using an Analytical Framework for Defining Strategy……Page 75
Distinguishing Competitive Advantage from Other Types of Benefits……Page 78
How Competitive Advantage Manifests Itself in Operations……Page 82
Identify CRM Initiatives That Fortify Competitive Advantage……Page 85
Key Points……Page 95
4 Customer Intelligence: The Science of Customer Insight……Page 98
How Harrah’s Used Customer Insight to Turn the Tables on the Gaming Industry……Page 104
Seven Dimensions of Customer Insight……Page 107
Define a Scientific Process for Leveraging Customer Insight……Page 112
Building Blocks Required to Implement a Customer Insight Infrastructure……Page 123
Key Points……Page 134
5 Demand Visibility and Response……Page 136
Demand Visibility……Page 140
Best Practices for Increased Visibility……Page 142
Responding to Market Demand……Page 144
Best Practices for Demand Responsiveness……Page 147
Science of Revenue Management……Page 150
Power of Pricing……Page 151
Key Points……Page 152
6 An Enterprise-Wide Approach to CRM……Page 154
What Is Customer Strategy and How Does It Help?……Page 158
How Customer Strategy Relates to Corporate and Functional Strategy……Page 159
Key Components of an Effective Customer Strategy……Page 162
Enterprise Marketing Management: How Customer Strategy Integrates with Marketing Strategy……Page 169
Key Points……Page 180
7 Implementing CRM Successfully……Page 182
Implementation Guidelines for Success……Page 184
Key Points……Page 200
Epilogue: The Future of CRM……Page 202
Understanding Financial Metrics Related to Customers……Page 206
New Management Approaches Based on Predictive Analysis……Page 207
Continuous Optimization of Operations……Page 209
Leveraging Emerging and Specialized Technologies……Page 210
Harnessing the Benefits of Outsourcing……Page 213
Index……Page 216