This book addresses the issue of how to create a successful CRM program. It starts with a brief review of the state of the marketplace as we enter the 21st century, provides a working definition for CRM and it describes the elements of the total customer experience, focussing on the CRM touch points that directly touch the customer.
Build a winning CRM program-one step at a time.
This book presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. The former Director of HP's enterprise-wide CRM initiative shows how to identify the elements of CRM most crucial to your organization, then implement infrastructure to deliver on your key priorities, whatever they are. Through real-world case studies drawing on her extensive experience as a CRM leader and consultant, Judith W. Kincaid addresses both the managerial and technical challenges of CRM. Kincaid's authoritative process examples and detailed templates make it easier to get started-and get results.
- Developing realistic strategic plans and roadmaps customized to your organization
- Getting started fast, and iterating small steps to powerful success
- Addressing all customer touchpoints: Web, e-mail, call centers, direct mail, sales contacts, tech support, and more
- Establishing realistic expectations and metrics
- Translating your CRM objectives into essential organizational changes
- Designing integrated customer databases and infrastructure
- Understanding the crucial interactions between the technical and management aspects of CRM
