The Ultimate CRM Handbook—Strategies and Concepts for Building Enduring Customer Loyalty and Profitability
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Preface |
Part I - The New CRM Imperative |
Chapter 1 |
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The New CRM Imperative |
Part II - Setting the Strategy |
Chapter 2 |
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Introduction—Strategy First, Then CRM |
Chapter 3 |
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Customer Strategy—Whom Do You Want to Reach? |
Chapter 4 |
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Brand Strategy—Why Brand Is at the Forefront of Next-Generation CRM |
Chapter 5 |
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Channel Strategy—Avoiding Channel Conflicts |
Chapter 6 |
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CRM Strategy—Capabilities for Creating the Customer Experience |
Part III - Gaining Customer Insights |
Chapter 7 |
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Introduction—Gaining Customer Insights in a World of Change and Uncertainty |
Chapter 8 |
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The Critical Element: Using Data to Become a Customer-Centric Organization |
Chapter 9 |
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The Foundation of Insight: Three Approaches to Customer-Centric Understanding |
Chapter 10 |
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Silence Is Golden—The Emerging Opportunities of Silent Commerce |
Chapter 11 |
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Beyond the Data—Making the Most of Customer Knowledge |
Chapter 12 |
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More Than Data Warehousing—An Integrated View of the Customer |
Part IV - Reinventing Customer Contact |
Chapter 13 |
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Making Customer Interaction More Profitable |
Chapter 14 |
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Let’s Talk—Applying the Art of Conversation to Customer Contact |
Chapter 15 |
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Collaboration—Effective Personalization’s Missing Ingredient |
Chapter 16 |
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Untethered Relationships—How Wireless Is Changing Customer Contact |
Chapter 17 |
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Aligned Goals—Transforming Customer Interactions |
Chapter 18 |
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Partner Relationship Management—The Next Generation of the Extended Enterprise |
Chapter 19 |
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Mission-Critical Workforces: Developing a Source of Value |
Chapter 20 |
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The Message Must Go Through—Messaging Technologies and Customer Care |
Chapter 21 |
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Customer-Centric Service Management —Maximizing Life-Cycle Revenue for OEMs |
Part V - Transforming Marketing |
Chapter 22 |
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Introduction—Bringing Rigor and Discipline to Creative Pursuits |
Chapter 23 |
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Market Madness: The State of Marketing Campaign Management |
Chapter 24 |
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The Next Frontier—Just-in-Time Marketing |
Chapter 25 |
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The New Integrated Marketing |
Chapter 26 |
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Marketing by the Numbers—How to Optimize Marketing ROI |
Chapter 27 |
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The Case for Marketing Resource Management |
Part VI - CRM at Work
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Chapter 28 |
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Communications: Recovering from the Fall, Repositioning for the Future |
Chapter 29 |
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Government: Giving the People What They Want |
Chapter 30 |
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Manufacturing: Gradual Shift from Product to Customer |
Chapter 31 |
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Resources: CRM Is a Competitive Necessity |
Chapter 32 |
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Retail: Customer Demands Intensify the Pressure for CRM |
Notes |
Glossary |
