Managing High-Tech Services Using a CRM Strategy  book cover
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Managing High-Tech Services Using a CRM Strategy




ISBN 9781574443462
Published December 23, 2002 by CRC Press
376 Pages 112 B/W Illustrations

 
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Book Description

As high-tech service industries grow more competitive, the need to develop customer focused business strategies becomes imperative. Managing High-Tech Services Using a CRM Strategy explores how to manage and direct any service organization utilizing a high tech strategy supported by the Customer Relationship Management (CRM) infrastructure, enabling you to gain and retain a competitive edge for your company.

This book highlights issues and problem-solving applications including:

  • The correct business model for service and how it differs from a product oriented model
  • The key factors, elements, and dynamics influencing the success and failure of service organizations
  • Development, implementation, and rollout of a superior service operation on either a standalone basis or in support of a product or manufacturing business
  • The integration of service delivery mechanisms and relevant data on a real-time basis
  • Using CRM databases to measure customer satisfaction and quality
  • Supporting CRM efforts with state-of-the-art wireless technologies
  • Estimating the cost of CRM efforts and measuring the results

    This volume provides a fresh and incisive look at how to successfully manage service businesses. The author shows you how to rethink the basic service business model and the key operational dynamics in order to optimize your service business, both strategically and tactically, generating significantly increased top line revenues and bottom line profitability. A core element of this overall customer strategy is CRM, which gives you the tools, systems, and infrastructure you need to get and stay ahead in today's hyper competitive business environment.
  • Table of Contents

    MANAGING SERVICE: A GENERAL OVERVIEW AND INTRODUCTION

    Managing Service as a Line of Business
    Data Resources in a Product vs. Service Business
    Service as the Key to the Competitive Edge
    Service as a Competitive Differentiator
    New Ways of Pricing Service
    The Business of Managing Service Also Requires a Marketing
    Philosophy
    Use of New Technology and Infrastructure to Manage Service Business
    and Customer Relationships
    The CRM/e-Business Paradigm
    Critical Issues in CRM Integration
    CRM Design Trade-Offs

    Managing Service in Specific Market Segments
    Service Operations in Different Market Segments
    Health Care
    Transportation and Distribution
    Electric, Gas, and Communication Utilities
    Third- and Fourth-Party Service Providers
    Finance and Insurance
    Banking
    Other Service Business Situations and Opportunities
    Summary

    Key Service Management Elements
    Management in the Service Enterprise

    CRM & SMS TECHNOLOGY

    Infrastructure and Functions of CRM and SMS Technology
    Description of Key Functions Supported by Integrated SMS/CRM
    New Developments in Service Management Systems
    Vendors of CRM-Based Service Management Systems

    Managing and Optimizing Service Using CRM and SMS
    General Strategic Optimization to Solve the "Pain" Problems of Service
    Executives
    Strategies and Tactics for Optimizing Productivity
    Improving Productivity of the Service Logistics
    General Approaches to Service Management

    State-of-the-Art CRM and SMS Technology
    Call Diagnostics and Call Avoidance
    Workforce Scheduling and Assignment
    Data Mining and Warehousing
    Systems Design Steps to Maximize Use of State-of-the-Art CRM/SMS
    Summary

    Using E-Commerce to Sell, Manage, and Deliver Service
    Managing Warranty Service Using Stand-Alone or Internet-Based
    Systems
    Managing the Strategic Value of the Warranty Process
    Importance of Perceptions in Managing Warranty and Post-Warranty
    Service
    Managing Warranty and Post-Warranty Support in a Dealer Environment

    MARKETING AND SELLING SERVICE

    Measuring and Evaluating Service Quality
    Key Measures of Customer Satisfaction
    Customer Satisfaction and Willingness to Pay
    Mechanisms for Measuring and Surveying Customer Satisfaction and
    Service Quality
    Design Characteristics of an Effective Customer Satisfaction Market
    Survey
    Advantages and Disadvantages of Alternative Survey Methods
    Service Satisfaction Audit and Evaluation
    Summary of Requirements for Customer Satisfaction and Service Quality
    Control and Coordination
    Benchmark and Evaluation of Service Productivity
    Method of Approach to Benchmark Analysis and Evaluation
    General Analysis and Evaluation of the Benchmark Database
    Identification and Assessment of Critical Benchmark Parameters

    Developing Service Market Strategy and Portfolios
    Cost Containment
    Use of External Vendors and Service Outsourcing
    Service Selection Factors
    Service Arrangements and Features
    Parts and Material Availability
    Single Source of Service
    Attitudes toward Subcontractors
    Quality of Communications with Customers
    The Need for Training
    Factors Influencing Price Elasticity of Demand
    Role of the Service Contract in Focusing on Service Market Segments of
    Interest
    Performance Contract, Design, and Specification
    Revenue Expansion Based on Service Performance Contracting
    Use of Performance Contracting to Win
    Summary

    Marketing and Selling Service
    Developing the Public Relations Marketing Strategy
    Most Critical Issues
    Sources of Assistance
    Developing and Implementing the Public-Relations-Based Marketing
    Strategy
    Moving from Marketing to Selling Service
    Managing Service Sales
    Summary and Conclusions

    Pricing Service to Maximize Revenues and Profits
    Introduction
    Pricing Strategy Alternatives
    Price/Fee Structures
    Implementing a Pricing Strategy
    Developing Service Prices in the Service Market
    Summary

    SERVICE OPPORTUNITIES, POTENTIAL, AND THE FUTURE

    New Service Market Opportunities and the Use of Service to Change Market Position
    Introduction
    The Role of Market Segmentation
    Vertical Market Segment Service Opportunities and Trends
    Horizontal Market Service Opportunities and Trends
    New and Emerging Service Markets
    The Impact of New Service Outsourcing Trends
    Market Segments with Major Impact

    Overall Issues in Managing Service

    APPENDICES

    Application of Benchmarking of Service Operations for Improving Service Organization Productivity and Efficiency

    A New Strategic View of the U.S. Service Market Size, Structure, Segmentation, and Trends

    Bibliography

    ...
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