264 Pages
31 B/W Illustrations
by
Auerbach Publications
264 Pages
by
Auerbach Publications
264 Pages
by
Auerbach Publications
Also available as eBook on:
The concept of customer relationship management (CRM) has grown from the loosely defined methodology of using customer transactions for developing profiles on customers to the well-defined business process of using sophisticated tools and analytical processes for managing each customer on an individual basis. CRM integrates e-mail and the PDA with the day planner, electronic scheduler, client... Read more
THE CUSTOMER TODAY
Who is the Customer?
A Shifting Paradigm
A New Look For Marketing
Customer Feedback
Managing Relationships: The CRM Solution
The Stages of a CRM Strategy
THE EVOLUTION OF CUSTOMER RELATIONS TO CRM
Planning
Strategies for Managing Customer Information
The CRM Planning Phase
CRM Strategy: From Planning to Development
A Twelve-Stage CRM Strategy
Applying the CRM Strategy
CRM Issues, Tactics, and Methodologies
Two-Way Dialog: Customer Input to CRM
Testing and Evaluating CRM Solutions
Managing the CRM Program
CRM Analytics in Data Mining
CRM: Summing Up the Business Value
THE TECHNOLOGY OF CRM
An Overview of the Data Warehouse
Design and Construction of a Data Warehouse
Data Marts in the Real World
Avoiding the Pitfalls of Data Warehousing
The Data Warehouse Development Process
The Operational Data Warehouse
Data Warehousing Computer Platforms
Data Warehousing and CRM: Managing the Project
Data Warehouse Development: One Vendor's Methodology
Elements of Database Technology
The Business Tools: Analytical CRM
Data Warehousing Architectures: Options
Implementing the Enterprise Data Warehouse
Decision Support Systems and Data Warehousing
Database Management Systems
From Data Warehousing to Data Mining
Data Consistency and Quality
Managerial and Organizational Impacts of Data Warehousing
Vendors with CRM Technology
Conclusion
CASE STUDIES IN CRM
Automotive
Communications
Energy
Entertainment
Financial Institutions
Fund-Raising
Healthcare
Insurance
Investment
Packaging
Recruiting and Training
Retail
Technology
Transportation and Travel
Wholesale
Analyzing Case Studies for Maximum Benefit
PRIVACY IN CRM
Data Privacy
Government Initiatives
CRM: Opportunities to Address Privacy Concerns
P3P Standard and Definitions
Industry Support for Privacy Initiatives
Protecting Personal Privacy in CRM
BENEFITS OF CRM
Benefits of CRM by Business Sector
The General Value of CRM
Determining the ROI for a CRM Solution
The Ultimate Benefits of CRM
Appendix A: Glossary of CRM and Data Warehouse Terminology
Appendix B: References and Bibliography
Index
Who is the Customer?
A Shifting Paradigm
A New Look For Marketing
Customer Feedback
Managing Relationships: The CRM Solution
The Stages of a CRM Strategy
THE EVOLUTION OF CUSTOMER RELATIONS TO CRM
Planning
Strategies for Managing Customer Information
The CRM Planning Phase
CRM Strategy: From Planning to Development
A Twelve-Stage CRM Strategy
Applying the CRM Strategy
CRM Issues, Tactics, and Methodologies
Two-Way Dialog: Customer Input to CRM
Testing and Evaluating CRM Solutions
Managing the CRM Program
CRM Analytics in Data Mining
CRM: Summing Up the Business Value
THE TECHNOLOGY OF CRM
An Overview of the Data Warehouse
Design and Construction of a Data Warehouse
Data Marts in the Real World
Avoiding the Pitfalls of Data Warehousing
The Data Warehouse Development Process
The Operational Data Warehouse
Data Warehousing Computer Platforms
Data Warehousing and CRM: Managing the Project
Data Warehouse Development: One Vendor's Methodology
Elements of Database Technology
The Business Tools: Analytical CRM
Data Warehousing Architectures: Options
Implementing the Enterprise Data Warehouse
Decision Support Systems and Data Warehousing
Database Management Systems
From Data Warehousing to Data Mining
Data Consistency and Quality
Managerial and Organizational Impacts of Data Warehousing
Vendors with CRM Technology
Conclusion
CASE STUDIES IN CRM
Automotive
Communications
Energy
Entertainment
Financial Institutions
Fund-Raising
Healthcare
Insurance
Investment
Packaging
Recruiting and Training
Retail
Technology
Transportation and Travel
Wholesale
Analyzing Case Studies for Maximum Benefit
PRIVACY IN CRM
Data Privacy
Government Initiatives
CRM: Opportunities to Address Privacy Concerns
P3P Standard and Definitions
Industry Support for Privacy Initiatives
Protecting Personal Privacy in CRM
BENEFITS OF CRM
Benefits of CRM by Business Sector
The General Value of CRM
Determining the ROI for a CRM Solution
The Ultimate Benefits of CRM
Appendix A: Glossary of CRM and Data Warehouse Terminology
Appendix B: References and Bibliography
Index
Biography
Sharp, Duane E.
