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Chapter
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1
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Introduction
to Customer Relationship Management
What
is the role of CRM in the modern world of business? This chapter
considers the changing nature of CRM, including: why companies
need to user Customer Relationship Management as a competitive
weapon; despite a high failure rate, why many companies continue
to implement CRM solutions. |
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2
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What
is Customer Relationship Management?
Many
do not even know what the acronym CRM stands for, but they
understand the value of leveraging customer relationships.
Building a CRM solution is more difficult. This chapter examines
some of the classic definitions of brand. |
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3
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Evolution
of Customer Relationship Management
Customer
Relationship Management has evolved over the course of the
1990s from specialized systems to the integrated systems of
today. This chapter examines the evolution of the technology,
its use and strategies for successful implementation today.
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4
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E-Dimension:
Customer Relationship Management
CRM
and the Internet create new opportunities for managing and
dealing with existing and new customers. This chapter explores
the key issues, including: why organizations need to use the
Internet and CRM together; e-marketing and why it needs to
be integrated with CRM; integration with other internal systems.
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5
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The
Global Dimension
Customer
Relationship Management offers great opportunities to go global.
These include: why the world is spending big money on CRM;
global integrated strategies; partner management and internal
efficiency; internationalization, keeping systems talking
the right language |
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6
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The
State of the Art
Customer
Relationship Management is constantly evolving. So what are
today's hot topics in CRM? This chapter explores current trends,
including: self-service CRM and how it works; CRM systems;
sales and marketing; distribution support and supply chain
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7
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Customer
Relationship Management In Practice
What
are the secrets of building a successful CRM system? This
chapter explains how Ceridian, Toyota, Bose, and Singapore
Cable Vision have managed to create some of the most successful
CRM systems in the market today. It includes case studies
of their systems. |
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8
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Key
Concepts and Thinkers
CRM
has its own language. Get to grips with the lexicon of CRM
through the Express Exec branding glossary in this chapter,
which also covers: key concepts, including Patricia Seybold;
an A-Z of terms and glossary. |
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9
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Resources
Much
has been written on the subject of CRM. This chapter identifies
the best resources: Websites; books and articles on CRM. |
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10
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Ten
Steps to Making Customer Relationship Management Work
Building
a successful CRM solution requires a plan of action. This
final chapter provides some key insights into creating and
implementing a CRM solution in today's business environment,
covering the following steps. |
