Handbook of CRM : achieving excellence in customer management /

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Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field. It is about achieving a total understanding of the concepts that underli...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Payne, Adrian
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Oxford ; Burlington, MA : Elsevier Butterworth-Heinemann, [2006]
Temas:
Customer relations.
Relationship marketing > Management.
Marketing relationnel > Gestion.
BUSINESS & ECONOMICS > Customer Relations.
Customer relations
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover
  • Table of contents
  • Preface: Re-Inventing CRM
  • About the Author
  • Acknowledgements
  • Introduction
  • Chapter 1 A strategic framework for CRM
  • The origins of CRM
  • The key principles of relationship marketing
  • The rise of CRM
  • Marketing on the basis of relationships
  • Viewing customers as business assets
  • Organizing in terms of processes
  • From reactive to proactive use of information
  • Deploying IT to maximize the value of information
  • Balancing the value trade-off
  • Developing 'one-to-one' marketing
  • The role of CRM
  • Varying definitions of CRM
  • The CRM continuum
  • three perspectives of CRM
  • Use of CRM and its terminology
  • A definition of CRM
  • Types of CRM
  • The size and nature of the CRM market
  • Sector growth within the CRM market
  • CRM and software vendors
  • Five key cross-functional CRM processes
  • The need for a CRM strategic framework
  • Process 1: the strategy development process
  • Process 2: the value creation process
  • Process 3: the multi-channel integration process
  • Process 4: the information management process
  • Process 5: the performance assessment process
  • The structure of the book
  • Chapter 1: Developing a strategic framework for CRM
  • Chapter 2: The strategy development process
  • Chapter 3: The value creation process
  • Chapter 4: The multi-channel integration process
  • Chapter 5: The information management process
  • Chapter 6: The performance assessment process
  • Chapter 7: Organizing for CRM Implementation
  • Checklist for CRM leaders
  • Chapter 2 The strategy development process
  • Business strategy
  • The role of business strategy
  • Business vision
  • Industry and competitive characteristics
  • Focusing on business strategy
  • Customer strategy
  • The role of customer strategy
  • Customer choice and characteristics: the role of market segmentation
  • Who is the customer?
  • Market segmentation
  • Segment granularity: from mass marketing to 'one-to-one' marketing
  • Focusing on customer strategy
  • Aligning business strategy and customer strategy
  • CRM strategy development
  • Product-based selling
  • Managed service and support
  • Customer-based marketing
  • Individualized CRM
  • Migration paths for CRM
  • Summary
  • Checklist for CRM leaders
  • Case 2.1 DnB Nor Bank pursues an enterprising strategy with Teradata
  • Case 2.2 RS Components: towards individualized CRM with BroadVision
  • Chapter 3 The value creation process
  • The value the customer receives
  • The nature of value
  • what the customer buys
  • The value proposition
  • Value assessment
  • The value the organization receives
  • Customer profitability
  • Customer acquisition and its economics
  • Customer retention and its economics
  • Acquisition and retention activities in practice
  • A framework for customer retention improvement
  • Customer segment lifetime value
  • Defining the role of customer lifetime value
  • Calculating customer lifetime value
  • Building profit improvement
  • Summary
  • Checklist for CRM leaders
  • Case 3.1 BT
  • creating new customer value propositions
  • Case 3.2 Building new value propositions a.

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