The CRM Handbook: A Business Guide to Customer Relationship Management
Jill Dyché
- 出版商: Addison Wesley
- 出版日期: 2001-08-09
- 售價: $1,920
- 貴賓價: 9.5 折 $1,824
- 語言: 英文
- 頁數: 336
- 裝訂: Paperback
- ISBN: 0201730626
- ISBN-13: 9780201730623
-
相關分類:
企業資源規劃 Erp、行銷/網路行銷 Marketing
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商品描述
Table of Contents
Acknowledgments.
About the Author.
Introduction.
I. DEFINING CRM.
1. Hello, Goodbye: The New Spin on Customer Loyalty.
The Cost of Acquiring Customers.
From Customer Acquisition to Customer Loyalty.
. . . to Optimizing the Customer Experience.
How the Internet Changed the Rules.
What's In a Name?
The Manager's Bottom Line.
From Customer Acquisition to Customer Loyalty.
. . . to Optimizing the Customer Experience.
How the Internet Changed the Rules.
What's In a Name?
CRM and Business Intelligence.
The Manager's Bottom Line.
2. CRM in Marketing.
From Product to Customer: A Marketing
Retrospective.
Campaign Management.
CRM Marketing Initiatives.
Customer Privacy--One-to-One's Saboteur?
A Marketing Automation Checklist for Success.
CASE STUDY: Eddie Bauer.
The Manager's Bottom Line.
Target Marketing.
Relationship Marketing and One-to-One.
Relationship Marketing and One-to-One.
Campaign Management.
CRM Marketing Initiatives.
Cross-Selling and Up-Selling.
Customer Retention.
Behavior Prediction.
Customer Profitability and Value Modeling.
Channel Optimization.
Personalization.
Event-Based Marketing.
Customer Retention.
Behavior Prediction.
Customer Profitability and Value Modeling.
Channel Optimization.
Personalization.
Event-Based Marketing.
Customer Privacy--One-to-One's Saboteur?
A Marketing Automation Checklist for Success.
CASE STUDY: Eddie Bauer.
What They Did.
The Challenges.
Good Advice.
The Golden Nugget.
The Challenges.
Good Advice.
The Golden Nugget.
The Manager's Bottom Line.
3. CRM and Customer Service.
The Call Center and Customer Care.
The Contact Center Gets Automated.
A Customer Service Checklist for Success.
CASE STUDY: Juniper Bank.
The Manager's Bottom Line.
The Contact Center Gets Automated.
Call Routing.
Contact Center Sales Support.
Web-based Self-Service.
Customer Satisfaction Measurement.
Call-Scripting.
Cyberagents.
Workforce Management.
Contact Center Sales Support.
Web-based Self-Service.
Customer Satisfaction Measurement.
Call-Scripting.
Cyberagents.
Workforce Management.
A Customer Service Checklist for Success.
CASE STUDY: Juniper Bank.
What They Did.
The Challenges.
Good Advice.
The Golden Nugget.
The Challenges.
Good Advice.
The Golden Nugget.
The Manager's Bottom Line.
4. Sales Force Automation.
Sales Force Automation: The Cradle of CRM.
Today's SFA.
SFA and Mobile CRM.
Field Force Automation.
An SFA Checklist for Success.
CASE STUDY: Hewlett Packard.
The Manager's Bottom Line.
Today's SFA.
Sales Process/Activity Management.
Sales and Territory Management.
Contact Management.
Lead Management.
Configuration Support.
Knowledge Management.
Sales and Territory Management.
Contact Management.
Lead Management.
Configuration Support.
Knowledge Management.
SFA and Mobile CRM.
From Client/Server to the Web.
SFA Goes Mobile.
SFA Goes Mobile.
Field Force Automation.
An SFA Checklist for Success.
CASE STUDY: Hewlett Packard.
What They Did.
The Challenges.
Good Advice.
The Golden Nugget.
The Challenges.
Good Advice.
The Golden Nugget.
The Manager's Bottom Line.
5. CRM in e-Business.
eCRM Evolving.
Enterprise Resource Planning.
Supply Chain Management.
Supplier Relationship Management.
Partner Relationship Management.
An e-Business Checklist for Success.
The Manager's Bottom Line.
Multichannel CRM.
CRM in B2B.
CRM in B2B.
Enterprise Resource Planning.
Supply Chain Management.
Supplier Relationship Management.
Partner Relationship Management.
An e-Business Checklist for Success.
The Manager's Bottom Line.
6. Analytical CRM.
The Case for Integrated Data.
The Major Types of Data Analysis.
Clickstream Analysis.
Personalization and Collaborative Filtering.
An Analysis Checklist for Success.
CASE STUDY: Union Bank of Norway.
The Manager's Bottom Line.
A Single Version of the Customer Truth.
CRM and the Data Warehouse.
Enterprise CRM Comes Home to Roost.
CRM and the Data Warehouse.
Enterprise CRM Comes Home to Roost.
The Major Types of Data Analysis.
OLAP.
Where Theory Meets Practice: Data Mining in CRM.
Where Theory Meets Practice: Data Mining in CRM.
Clickstream Analysis.
Personalization and Collaborative Filtering.
An Analysis Checklist for Success.
CASE STUDY: Union Bank of Norway.
What They Did.
The Challenges.
Good Advice.
The Golden Nugget.
The Challenges.
Good Advice.
The Golden Nugget.
The Manager's Bottom Line.
II. DELIVERING CRM.
7. Planning Your CRM Program.
Defining CRM Success.
Preparing the CRM Business Plan.
Understanding Business Processes.
CASE STUDY: Verizon.
A CRM Readiness Checklist for Success.
The Manager's Bottom Line.
From Operational to Enterprise: An
Implementation Scenario.
Determining CRM Complexity.
Determining CRM Complexity.
Preparing the CRM Business Plan.
Defining CRM Requirements.
Cost-Justifying CRM.
Cost-Justifying CRM.
Understanding Business Processes.
BPR Redux: Modeling Customer Interactions.
Analyzing Your Business Processes.
Analyzing Your Business Processes.
CASE STUDY: Verizon.
What They Did.
The Challenges.
Good Advice.
The Golden Nugget.
The Challenges.
Good Advice.
The Golden Nugget.
A CRM Readiness Checklist for Success.
The Manager's Bottom Line.
8. Choosing Your CRM Tool.
Maintaining a Customer Focus:
Requirements-Driven Product Selection.
Other Development Approaches.
A CRM Tool Selection Checklist for Success.
CASE STUDY: Harrah's Entertainment.
The Manager's Bottom Line.
Defining CRM Functionality.
Narrowing Down the Technology Choices.
Defining Technical Requirements.
Talking to CRM Vendors.
Negotiating Price.
Checking References.
Narrowing Down the Technology Choices.
Defining Technical Requirements.
Talking to CRM Vendors.
Negotiating Price.
Checking References.
Other Development Approaches.
Homegrown CRM.
Using an ASP.
Using an ASP.
A CRM Tool Selection Checklist for Success.
CASE STUDY: Harrah's Entertainment.
What They Did.
The Challenges.
Good Advice.
The Golden Nugget.
The Challenges.
Good Advice.
The Golden Nugget.
The Manager's Bottom Line.
9. Managing Your CRM Project.
A Pre-Implementation Checklist.
The CRM Development Team.
CRM Implementation.
Delivery.
Measurement.
A CRM Implementation Checklist . . . for Failure.
The Manager's Bottom Line.
The CRM Development Team.
CRM Implementation.
Scoping and Prioritizing CRM Projects.
A CRM Implementation Roadmap.
Business Planning.
Architecture and Design.
Technology Selection.
Development.
A CRM Implementation Roadmap.
Business Planning.
Architecture and Design.
Technology Selection.
Development.
Delivery.
Measurement.
Putting the Projects Together.
A CRM Implementation Checklist . . . for Failure.
The Manager's Bottom Line.
10. Your CRM Future.
Making the Pitch: Selling CRM Internally.
CRM Roadblocks.
Looking Toward the Future.
The Manager's Bottom Line.
CRM Roadblocks.
The Four Ps.
Process.
Perception.
Privacy.
Politics.
Other CRM Saboteurs.
Lack of CRM Integration.
Poor Organizational Planning.
Demanding Customers.
Customer Service That's Really Bad.
Process.
Perception.
Privacy.
Politics.
Other CRM Saboteurs.
Lack of CRM Integration.
Poor Organizational Planning.
Demanding Customers.
Customer Service That's Really Bad.
Looking Toward the Future.
The Customer as SME.
The Rise of Intermediaries.
Digital and Broadband Revolutionize Advertising.
The Threat and Promise of Customer Communities.
CRM Goes Global.
The Coming CRM Backlash?
The Rise of Intermediaries.
Digital and Broadband Revolutionize Advertising.
The Threat and Promise of Customer Communities.
CRM Goes Global.
The Coming CRM Backlash?
The Manager's Bottom Line.
Further Reading.
Glossary.
商品描述(中文翻譯)
目錄
致謝。
關於作者。
引言。
I. 定義CRM。
1. 你好，再見：關於客戶忠誠度的新觀點。
獲取客戶的成本。
從客戶獲取到客戶忠誠度。
. . . 到優化客戶體驗。
互聯網如何改變規則。
名字的重要性。
經理的底線。
從客戶獲取到客戶忠誠度。
. . . 到優化客戶體驗。
互聯網如何改變規則。
名字的重要性。
CRM和商業智能。
經理的底線。
2. 市場營銷中的CRM。
從產品到客戶：市場營銷回顧。
活動管理。
CRM市場營銷計劃。
客戶隱私-一對一的破壞者？
成功的市場自動化檢查清單。
案例研究：Eddie Bauer。
經理的底線。
目標市場。
關係營銷和一對一。
關係營銷和一對一。
活動管理。
CRM市場營銷計劃。
交叉銷售和升級銷售。
客戶保留。
行為預測。
客戶盈利能力和價值建模。
渠道優化。
個性化。
基於事件的營銷。
客戶保留。
行為預測。
客戶盈利能力和價值建模。
渠道優化。
個性化。
基於事件的營銷。
客戶隱私-一對一的破壞者？
成功的市場自動化檢查清單。
案例研究：Eddie Bauer。
他們做了什麼。
面臨的挑戰。
好的建議。
黃金金塊。
面臨的挑戰。
好的建議。
黃金金塊。
經理的底線。
3. CRM和客戶服務。
呼叫中心和客戶服務。
聯繫中心的自動化。
成功的客戶服務檢查清單。
案例研究：Juniper Bank。
經理的底線。
聯繫中心的自動化。
呼叫路由。
聯繫中心銷售支持。
基於網絡的自助服務。
客戶滿意度測量。
呼叫腳本。
網絡代理。
勞動力管理。
聯繫中心銷售支持。
基於網絡的自助服務。
客戶滿意度測量。
呼叫腳本。
網絡代理。
勞動力管理。
成功的客戶服務檢查清單。
案例研究：Juniper Bank。
他們做了什麼。
面臨的挑戰。
好的建議。
黃金金塊。
面臨的挑戰。
好的建議。
黃金金塊。
經理的底線。
4. 銷售力自動化。
銷售力自動化：CRM的搖籃。
今天的SFA。
SFA和移動CRM。
外勤力自動化。
成功的SFA檢查清單。
案例研究：Hewlett Packard。
經理的底線。
今天的SFA。
銷售流程/活動管理。
銷售和區域管理。
聯繫管理。
銷售線索管理。
配置支持。
知識管理。
銷售和區域管理。
聯繫管理。
銷售線索管理。
配置支持。
知識管理。
SFA和移動CRM。
從客戶/伺服器到網絡。
SFA走向移動。
SFA走向移動。
外勤力自動化。
成功的SFA檢查清單。
案例研究：Hewlett Packard。
他們做了什麼。
面臨的挑戰。
好的建議。
黃金金塊。
面臨的挑戰。
好的建議。
黃金金塊。
經理的底線。
5. 電子商務中的CRM。
eCRM的演變。
企業資源規劃。
供應鏈管理。
供應商關係管理。
合作夥伴關係管理。
成功的電子商務檢查清單。
經理的底線。
多渠道CRM。
B2B中的CRM。
B2B中的CRM。
企業資源規劃。
供應鏈管理。
供應商關係管理。
合作夥伴關係管理。
成功的電子商務檢查清單。
經理的底線。
6. 分析性CRM。
整合數據的理由。
主要的數據分析類型。
點擊流分析。
個性化和協同過濾。
成功的分析檢查清單。
案例研究：挪威聯合銀行。
經理的底線。
客戶真相的單一版本。
CRM和數據倉庫。
企業CRM回歸家園。
CRM和數據倉庫。
企業CRM回歸家園。
主要的數據分析類型。
OLAP。
點擊流分析。
個性化和協同過濾。
成功的分析檢查清單。
案例研究：挪威聯合銀行。
他們做了什麼。
面臨的挑戰。
好的建議。
黃金金塊。
面臨的挑戰。
好的建議。
黃金金塊。
經理的底線。
II. D```
