Performance Driven CRM
How to Make Your Customer Relationship Management Vision a Reality
(Sprache: Englisch)
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Inhaltsverzeichnis zu „Performance Driven CRM “
Preface: What is Performance Driven CRM?PART ONE: DETERMINING AND ALIGNING THE CRM VISION
Overview
Checklist-- Are You Ready to Start?
Chapter 1: Getting Started: The Need for a CRM Vision to Drive the Process
Definition
Creating the Vision
Getting Started
1. Assess the Current Business Context
2. Create the Strawman Vision
3. Build the Business Case
4. Prioritize, Plan and Transform
Summary
Chapter 2: The Myths and the Facts Surrounding CRM
Myth 1: CRM Has Not Been Successful-- It Just Does Not Work
Myth 2: CRM is All About Technology
Myth 3: CRM is Supposed to be Able to Improve Customer Satisfaction...
Summary
Checklist-- Are You Ready for Performance Driven CRM?
PART TWO: CREATING PERFORMANCE DRIVEN CRM-- THE THREE CRITICAL PERFORMANCE PROGRAMS
Overview
Understanding Your Customer
Understanding Your Organization
Committing to Continuous Improvement in Quality Service
Chapter 3: Understanding Your Customer-- The Customer Performance Program
Getting Started
Customer Needs
Customer Buying Practices
Defection Patterns
Rewards and Incentives that Have Value
Opportunities for Personalization of Offers
Appropriate Timing and Frequency of Customer Promotions
Effective Customer Retention Programs
Actions that Make a Difference
Requirements for Customer Differentiation
The Need for Change in Channel Preferences and Impact
Checklist-- Do You Understand Your Customer?
Summary
Chapter 4: Understanding Your Organization-- The Organizational Performance Program
The Six Dimensions
Structure and People
Financial Strategy
Service and Products
Process and Delivery Channels
Infrastructure and Enabling Supports
Market Strategy
Developing Your Organizational Performance Program
Step One: Develop the Organizational Performance Program Framework
Step Two: Identify Dimensions and Describe How These Will Measure the Outcomes
Step Three: Create a List of Performance Measures and Performance Indicators that Will Determine if the Dimension
... mehr
is Meeting the Performance Driven CRM Outcome
Step Four: Assess the Feasibility of Each Performance Measure
Step Five: Define Performance Measurement Attributes
Step Six: Determine the Baseline, Targets and Standards for Each of the Performance Measures
Step Seven: Define a Regular Reporting Process
Step Eight: Take Action
Step Nine: Practice Performance Driven CRM
Critical Elements in Designing Your Organizational Performance Program
Chapter 5: Committing to Continuous Improvement in Quality Service-- The Quality Service Performance Program
Customer Loyalty
How to Create Continuous Improvement Through a Quality Service Performance Program
Step One: Establish Quality Service Champions
Step Two: Embed Quality Service Beliefs
Step Four: Assess the Feasibility of Each Performance Measure
Step Five: Define Performance Measurement Attributes
Step Six: Determine the Baseline, Targets and Standards for Each of the Performance Measures
Step Seven: Define a Regular Reporting Process
Step Eight: Take Action
Step Nine: Practice Performance Driven CRM
Critical Elements in Designing Your Organizational Performance Program
Chapter 5: Committing to Continuous Improvement in Quality Service-- The Quality Service Performance Program
Customer Loyalty
How to Create Continuous Improvement Through a Quality Service Performance Program
Step One: Establish Quality Service Champions
Step Two: Embed Quality Service Beliefs
... weniger
Autoren-Porträt von Stanley A. Brown, Moosha Gulycz
Stanley A. Brown (Toronto, Ontario) is a partner in PricewaterhouseCoopers' Global Customer Relationship Management (CRM) Practice. He is a frequent speaker globally on topics of customer care and CRM, and writes regularly for Sales and Marketing Management Magazine and ICSA News, the newsletter of the International Customer Service Association. He is the author of: Customer Relationship Management (Wiley.com)
Bibliographische Angaben
- Autoren: Stanley A. Brown , Moosha Gulycz
- 2002, 1. Auflage., XX, 272 Seiten, mit Abbildungen, Maße: 23,5 cm, Gebunden, Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470831618
- ISBN-13: 9780470831618
Sprache:
Englisch
Rezension zu „Performance Driven CRM “
"...a practical guide through the CRM minefield for anyone committed to delivering improved relationships..." -- Marketing, 24 October 2002
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