Customer Relationship Management: Getting It Right!

1. Commerce in the 21st Century.

Understanding the Landscape. Defining “Customer Loyalty”. Loyalty in the New Marketplace. Building and Managing Relationships in the New Marketplace.

2. The Case for Customer Relationship Management.

Understanding Common CRM Obstacles. Seeing the Total Customer Experience. Defining Customer Experience Management. Ensuring Customer Loyalty. Defining Customer Relationship Management.

3. What Is CRM?

Defining “CRM”. Defining CRM Concepts. Understanding the Goal of CRM. Using Customer Touch Points. Deciding Who Should Lead the CRM Functions. Creating a New Role for Marketing.

4. e-CRM-What's the Difference?

Merging CRM and the Internet. Delivering CRM On and Off the Internet. Recognizing Barriers to Internet Adoption.

5. Understanding the Method.

Understanding the Formality of CRM. Developing Your CRM Strategy. Building a CRM Component. Analyzing and Segmenting Customers. Taking It to Your Customers. Getting Ready for the Next Project.

6. Get Ready: Avoiding Common Barriers.

Creating a CRM Culture. Creating Realistic Expectations. Building an Operational Infrastructure.

7. Get Set: Organizing for Success.

Defining the Organizational Scope. Bridging Organizational Gaps. Marrying Organization and Governance. Garnering Leadership's Support. Adding Adjunct Team Members (Consultants and Contractors).

8. Go!Developing Your CRM Strategy.

Answering the Three Key Questions. Using Strategic Planning Tools. Collecting Data. Assessing Findings. Creating a Strategic Proposal.

9. Launching a Project.

Choosing the Right Project. Deciding What Needs to Be Done. Determining Component Scope. Winning and Keeping Support.

10. Building Infrastructure Components.

Following the Steps to Building Infrastructure. Gathering Business Requirements. Analyzing and Designing Components. Constructing a Solution. Putting It All Together.

11. Understanding the Information Component.

Understanding Data and Information: What does it all mean? Following Information Engineering Steps. Integrating Your Databases (The Information Gold Mine).

12. Understanding the Process Component.

Process, Schmocess—What Are We Talking About? Following Process Engineering Steps. Choosing Process Automation Software.

13. Understanding the Technology Component.

Understanding the Technology…That's the IT Department's Job, Right? Following the Technology Engineering Steps. Making Technology Decisions.

14. Understanding the People Component.

Engineering People? Following Change Engineering Steps. Moving Forward: Beware of Black Holes.

15. Managing the Project.

Beginning the Development Project. Controlling the Project. Finishing the Development Project.

16. Integrating Components.

Transitioning From Inside to Outside Work. Integrating the Information Component. Combining Process, Technology, and People.

17. Finding the “Right” Customers.

Creating a Customer Profile. Knowing Your Customers. Getting Down and Dirty with the Data. Segmenting Customers. Targeting Customers. Understanding the Tools.

18. Delivering the Customer Offer.

Delivering the Offer. Designing the Offer. Preparing the Offer Message(s). Presenting the Offer. “Doing” CRM On and Off the Web.

19. Evaluating Project Results.

Evaluating Performance Metrics. Understanding Value Metrics. Reviewing and Tuning Your Strategy.

20. Managing Quality Information As a Company Asset.

Understanding Information Quality—Why Bother? Identifying Data Quality Issues. Planning Information Quality. Getting Information Quality. Using Tools to Manage Data. Owning Data Versus Responsibility for Data.

21. Designing Quality Systems for a Competitive Advantage.

Understanding System Quality? Identifying System Quality Issues. Planning System Quality. Getting System Quality. Understanding Why Web-Based Systems Are the Most Demanding.

22. Customer Privacy: Seize Your Opportunity.

Why Should You Care? What Is Privacy? What Do the Five Elements of Privacy Mean to You? Writing Your Online Statement. Managing the Balance between Self-regulation and Legislation. Getting Started Now.

23. CRM: You Got It, Right?

Knowing Your Company's CRM Goals. Knowing What a Successful CRM Program Looks Like. Knowing How You're Going to Get There. Knowing What It Takes to Achieve Success. Knowing How to Get Started. So Where Will CRM Go from Here?

Appendix A. Glossary of Terms.

Appendix B. Tools and Templates.

Appendix C. Self-Assessments.

Appendix D. Information: The Raw Material of CRM.

Index.