CRM in Real Time : Empowering Customer Relationships

Description

Based on more than 20 years of experience, this all-inclusive guide shows how to successfully implement Customer Relationship Management (CRM), the largest global software application today in terms of revenue. Combining helpful tips and techniques with a unique blueprint, this study illuminates the myriad issues that are critical to using people, process, and technology to achieve a superior level of customer satisfaction and loyalty. From structuring a team and adjusting operations to addressing data integrity and security concerns, CRM users and their respective firms will learn to adapt to emerging marketplace demands, key technology innovations, and the wireless world. Tackling real-time issues from different angles, this handy reference also includes a collection of appendices offering examples of the sales process, software solutions, service providers, and a glossary of terms.

CONTENTS:

Preface

Introduction

Part 1: An Introduction to CRM

Chapter 1: A CRM Primer

Chapter 2: CRM: The Right Mix of People, process, and Technology

Part 2: People Issues

Chapter 3: Understanding the People Component

Chapter 4: Executive Support: The Single Most Important CRM Success Factor

Chapter 5: Securing Executive Alignment for Your CRM Initiative

Chapter 6: Executives Take Charge

Chapter 7: Tips for Improving User Adoption

Chapter 8: CRM Project Communications

Chapter 9: CRM Strategy Foundation

Chapter 10: Putting the "Customer" Back into CRM

Chapter 11: The Necessity of Training

Chapter 12: Ensuring Consistent Customer Service

Part 3: Process Issues

Chapter 13: Realizing Effective Process Change

Chapter 14: Understanding Business Process Review

Chapter 15: Why Business Processes Must Precede Technology

Chapter 16: The Importance of Data Integrity

Chapter 17: CRM and the E-volution of Ebusiness

Part 4: Business Application and Technology Issues

Chapter 18: CRM Business Application Trends

Chapter 19: The Technology Component

Chapter 20: Key CRM Technology Trends

Chapter 21: A Wireless World

Chapter 22: CRM Software Selection Tips

Part 5: Critcal Issues

Chapter 23: Using People, Process, and Technology to Differentiate

Chapter 24: Ten Steps to Effective CRM Implementation

Chapter 25: Creating a CRM Business Case

Chapter 26: Getting Your CRM Business Prioritization Right

Chapter 27: Outsourcing CRM

Chapter 28: Addressing CRM Security Risks

Chapter 29: Eight Key Implementation Issues

Chapter 30: CRM on a Global Basis

Chapter 31: CRM in Government

Part 6: The Future

Chapter 32: The Evolving Real-Time Enterprise

Chapter 33: Ten Steps for Creating a Real-Time Enterprise

Chapter 34: The Future of CRM: Real Time

Chapter 35: Web 2.0 and the Digital Client

Appendix A: CRM Sales Process Example

Appendix B: Level 1 Process Flow Example

Appendix C: CRM System RFP Example

Appendix D: Top CRM Software Solutions

Appendix E: Sources to Assist in CRM Software Selection

Appendix F: Application Service Providers

Appendix G: Glossary of Terms

About the Author

Index