Performance-Driven Crm : How to Make Your Customer Relationship Management Vision a Reality

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Performance-Driven Crm : How to Make Your Customer Relationship Management Vision a Reality

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  • 製本 Hardcover:ハードカバー版／ページ数 272 p.
  • 言語 ENG
  • 商品コード 9780470831618
  • DDC分類 658.812

基本説明

Contains case studies from PricewaterhouseCooper's global CRM practice, including FedEx, NEC, and Sears.

Full Description


How to tell if--and how much--CRM is working in your firm Enthusiastically adopted by many firms as the way of the future, Customer Relationship Management is now facing its toughest challenge yet: the company evaluation. Measuring what gains CRM has made for your company, if any, is sound business. And Performance--Driven CRM lets you determine how sound your investment in CRM has been, with practical tools for measuring and monitoring CRM initiatives and its impact on operations and the bottom line. Fully equipped with questionnaires, assessment tools, exercises, and action plans, the book also contains case studies and best practice examples from PricewaterhouseCoopersa s global CRM practice, including FedEx, NEC, and Sears. With tips on e--business applications, the book describes how to use Web tools in research and what to measure in an Internet environment. This is an ideal resource for measuring--and maximizing--the return on your firma s CRM investment.

Contents

PrefaceALIGNING THE CRM VISION. Chapter 1. Getting Started: The Need for a CRM Vision to Drive the Process. Chapter 2. The Myths and the Facts Surrounding CRM. PART TWO: CREATING PERFORMANCE DRIVEN CRM----THE THREE CRITICAL PERFORMANCE PROGRAMS. Chapter 3. Understanding Your Customer----The Customer Performance Program. Chapter 4. Understanding Your Organization----The Organizational Performance Program. Chapter 5. Committing to Continuous Improvement in Quality Service----The Quality Service Performance Program. 6. The Tools and Technology Required for Creating the Customer Performance Program. Chapter 7. The Tools and Technology Required for Creating the Organizational Performance Program. Chapter 8. The tools and Technology Required for the Quality Service Performance Program. PART FOUR: LEADING Performance Program and the Quality Service Program. Chapter 10. Staying the Course----Focusing on Your People. Chapter 11. Conclusion----How to Ensure that Performance Driven CRM Becomes a Reality: Watch Out for these Pitfalls. Appendix A: Glossary. Appendix B. Building Your Performance Improvement Plan (PIP). Index.