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CRM fundamentals /
"CRM fundamentals describes how to successfully build and execute a customer relationship management system, from managing the initial implementation to maintaining and evolving the program over time. It willhelp you identify goals, line up the right people, plan projects, and choose software p...
| Clasificación: | Libro Electrónico |
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| Autores principales: | , , |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
[New York, N.Y.] :
Apress,
©2011.
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| Colección: | Expert's voice in information technology.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Title Page; Copyright Page; Contents at a Glance; Table of Contents; About the Authors; About the Technical Reviewer; Acknowledgments; Introduction; CHAPTER 1 Introduction; Defining CRM; Purpose of this Book; Sources of CRM Value; Supporting a Data-Driven, Learning Organization; Wringing out Inefficiencies and Increasing Employee Productivity; Case Study: A Sales Process Enhanced by CRM; Providing a Better Customer Experience; Informing Business Decisions; Sales forecasting; Sales management; Product planning; Customer service staffing; Marketing campaign planning; Preparing for CRM.
- Preparing Your Organization for ChangeSales management; Product planning; Customer service staffing; Marketing campaign planning; Preparing for CRM; Preparing Your Organization for Change; Data-Driven Culture; Executive support; Communication; Training; Feedback; Recognition; Chapter Summary; CHAPTER 2 Components of CRM Success; People; Executive Sponsor; Steering Committee; Implementation Team; Executive Sponsor; Project Manager; Subject-Matter Experts; IT Representative; User Trainers; Departmental Champions; Consulting Partner Team; Departmental Champions; The CRM Administration Team.
- CRM Program LeadCRM Business Analyst; CRM Administrator; CRM Developer; CRM Trainer; Tailoring the People to Your Organization; Process; Operational Processes; Provide Metrics and Visibility to Customer Operations; Improve Customer "Handoffs" Between Departments; Implement and Enforce Structured Sales Methodology; Focus Marketing Spending; Target Marketing Touches; Enable Customer Self-Service; Manage Service Escalations; Analytics; CRM Maintenance Processes; Support; Training; Technology Maintenance and Disaster Recovery; CRM Enhancement Processes; Change Control.
- Roadmap Development and ExecutionSample CRM Roadmap: ABC Industries; Technology; CRM Application Infrastructure Overview; Production, Development, and Testing Environments; Source Control; Common CRM Application Functionality; Customers; Marketing; Sales; Service; Security; Configuration and Customization; Reporting; Workflow Automation; Social Media and CRM Applications; Expectations; Setting Expectations for Customer-Facing Employees; Pitfalls; Poor Executive Sponsorship; Not Engaging "Doers" As Stakeholders; Implementing a CRM Program Without a Clear Roadmap; Providing Inadequate Training.
- Skipping Data Migration or Data CleanupNot Providing Value to All Stakeholders; Extreme, Flawed Approach #1; Extreme, Flawed Approach #2; Trying to Do Too Much at Once; Summary; CHAPTER 3 Building a CRM Roadmap; Why a Phased Approach to Your CRM Program?; It Takes Too Long; There Are No Opportunities to Incorporate Feedback; Building Your Initial Roadmap; Assess Your Current Situation; Current Business Processes; Current Customer Information Applications; Find the Pain; Strategic Goals; Technology Issues; Red Flags; Split Your CRM Vision into Projects; Line Up the People.