Managing High-Tech Services Using a CRM Strategy: 1st Edition (Hardback) book cover

Managing High-Tech Services Using a CRM Strategy

1st Edition

By Donald F. Blumberg

CRC Press

376 pages | 112 B/W Illus.

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Hardback: 9781574443462
pub: 2002-12-23
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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

    Subject Categories

    BISAC Subject Codes/Headings:
    BUS018000
    BUSINESS & ECONOMICS / Customer Relations
    BUS053000
    BUSINESS & ECONOMICS / Quality Control
    BUS058000
    BUSINESS & ECONOMICS / Sales & Selling
    COM032000
    COMPUTERS / Information Technology