Managing High-Tech Services Using a CRM Strategy

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Managing High-Tech Services Using a CRM Strategy

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  • 製本 Hardcover:ハードカバー版／ページ数 376 p.
  • 言語 ENG
  • 商品コード 9781574443462
  • DDC分類 658.812

基本説明

A combination of theory, case studies, examples, state-of-the-art assessment, and market research results.

Full Description

As high-tech service industries grow more competitive, the need to develop customer focused business strategies becomes imperative. Managing High-Tech Services Using a CRM Strategy explores how to manage and direct any service organization utilizing a high tech strategy supported by the Customer Relationship Management (CRM) infrastructure, enabling you to gain and retain a competitive edge for your company.

This book highlights issues and problem-solving applications including:

The correct business model for service and how it differs from a product oriented model

The key factors, elements, and dynamics influencing the success and failure of service organizations

Development, implementation, and rollout of a superior service operation on either a standalone basis or in support of a product or manufacturing business

The integration of service delivery mechanisms and relevant data on a real-time basis

Using CRM databases to measure customer satisfaction and quality

Supporting CRM efforts with state-of-the-art wireless technologies

Estimating the cost of CRM efforts and measuring the results

This volume provides a fresh and incisive look at how to successfully manage service businesses. The author shows you how to rethink the basic service business model and the key operational dynamics in order to optimize your service business, both strategically and tactically, generating significantly increased top line revenues and bottom line profitability. A core element of this overall customer strategy is CRM, which gives you the tools, systems, and infrastructure you need to get and stay ahead in today's hyper competitive business environment.

Contents

MANAGING SERVICE: A GENERAL OVERVIEW AND INTRODUCTION. Managing service as a line of business. Managing service in specific market segments. Key service management elements. CRM AND SMS TECHNOLOGY. Infrastructure and functions of CRM and SMS technology. Managing and optimizing service using CRM and SMS. State-of-the-art CRM and SMS technology. Using E-commerce to sell, manage, and deliver service. MARKETING AND SELLING SERVICE. Measuring and evaluating service quality. Developing service market strategy and portfolios. Marketing and selling service. Pricing service to maximize revenues and profits. SERVICE OPPORTUNITIES, POTENTIAL, AND THE FUTURE. New service market opportunities and the use of service to change market position. Overall issues in managing service. APPENDICES.