The Crm Handbook: A Business Guide to Customer Relationship Management

Checklist for Success. The Manager's Bottom Line. 6. Analytical CRM. The Case for Integrated Data. A Single Version of the Customer Truth. 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. 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 Manager's Bottom Line. II. DELIVERING CRM. 7. Planning Your CRM Program. Defining CRM Success. From Operational to Enterprise: An Implementation Scenario. Determining CRM Complexity. Preparing the CRM Business Plan. Defining CRM Requirements. Cost-Justifying CRM. Understanding Business Processes. BPR Redux: Modeling Customer Interactions. Analyzing Your Business Processes. CASE STUDY: Verizon. What They Did. 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. Defining CRM Functionality. Narrowing Down the Technology Choices. Defining Technical Requirements. Talking to CRM Vendors. Negotiating Price. Checking References. Other Development Approaches. Homegrown CRM. 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 Manager's Bottom Line. 9. Managing Your CRM Project. A Pre-Implementation Checklist. The CRM Development Team. CRM Implementation. Scoping and Prioritizing CRM Projects. 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. 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. 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 Manager's Bottom Line. Further Reading. Glossary.

are fabulous." - Robin Neidorf President, Electric Muse/Clio's, Pen Research & Interpretation, Inc.~"The language is easy to read and easy to understand. Terms were well explained so that someone with no prior CRM experience could easily understand the text." - Marcia Robinson President, e-Business Strategies~"An excellent study into what defines today's best practices in the CRM industry." - Gareth Herschel Senior Research Analyst, Gartner Research"Jill writes very well. Her writing communicates subjects and topics in a very easy to understand way. At times, I felt like I was listening to her speak or discussing a subject. She is a good communicator! Jill did a very good job of covering all subject areas on the different topics of CRM. I am most impressed with Jill on pointing out all the possible mistakes and creating 'lessons learned' advice which most authors frequently omit." - Mary Chan Information Management Consultant, Kagiso Inc. ~"Jill Dych's The CRM Handbook is a good read for CRM novices and seasoned practitioners alike. Dych's well-written, pragmatic approach to understanding CRM's evolution and purpose is a map to a successful CRM program. Dych&#233 uncovers the truth behind the CRM software vendor hype, highlights some common roadblocks to CRM project development, and describes how to delineate and prioritize CRM initiatives." - Don Peppers Partner, Peppers and Rogers Group