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Preface | p. ix |
Essentials of CRM: A People, Process, and Technology Approach | p. 1 |
Introduction to Customer Relationship Management (CRM) | p. 3 |
Customer Relationship Management Defined | p. 3 |
The Growth of Customer Relationship Management | p. 5 |
The Benefits of CRM | p. 7 |
People Involved in CRM | p. 8 |
CRM Roles | p. 8 |
CRM Processes | p. 11 |
The Marketing Process | p. 11 |
The Sales Process | p. 13 |
Customer Support Process | p. 14 |
The Information Technology Framework for CRM | p. 15 |
CRM and Software | p. 17 |
CRM and Databases | p. 18 |
CRM Applications | p. 19 |
CRM Industry | p. 20 |
ERP and CRM | p. 21 |
CRM in the Future | p. 23 |
Chapter Summary | p. 24 |
Key Terms | p. 24 |
Questions | p. 24 |
Project | p. 25 |
End Notes | p. 25 |
Functional Areas of CRM within Organizations | p. 27 |
Introduction | p. 31 |
Sales Force Automation | p. 31 |
Customer Support | p. 35 |
Marketing Automation | p. 41 |
Impact of the Internet on CRM | p. 44 |
Chapter Summary | p. 47 |
Key Terms | p. 47 |
Questions | p. 47 |
Projects | p. 48 |
End Notes | p. 48 |
Managing Data for CRM Applications | p. 49 |
The Nature of CRM Data and Information | p. 52 |
CRM Data | p. 57 |
Organizing Data for CRM Applications | p. 60 |
Database Technologies for CRM | p. 60 |
Accessing Data for CRM Applications | p. 64 |
Data Warehouses and CRM | p. 68 |
Structure of the Data Warehouse | p. 69 |
Data Marts as Subsets of the Data Warehouse | p. 73 |
Middleware for the Data Warehouse | p. 74 |
Vendors of Database Technology for CRM | p. 75 |
Summary | p. 77 |
Key Terms | p. 77 |
Questions | p. 77 |
Projects | p. 78 |
End Notes | p. 79 |
The Role of Business Intelligence (BI) in CRM | p. 81 |
Foundations of Business Intelligence | p. 85 |
The Business Intelligence Framework | p. 86 |
Phase Two-Data Warehousing | p. 89 |
Phase Three-Reporting and Analysis | p. 91 |
CRM Analytics | p. 93 |
People and Process | p. 94 |
Business Intelligence Supporting Technology | p. 97 |
The Future and Value of Business Intelligence in CRM | p. 102 |
Chapter Summary | p. 103 |
Key Terms | p. 103 |
Questions | p. 103 |
Projects | p. 104 |
End Notes | p. 104 |
Managing A CRM Implementation | p. 105 |
Moore Medical Corporation | p. 106 |
Deciding to Adopt CRM | p. 127 |
The CRM Implementation Life Cycle | p. 129 |
CRM Project Scoping and Planning | p. 130 |
CRM Analysis and Design | p. 132 |
Building and Testing the CRM System | p. 137 |
Implementing the CRM System | p. 138 |
Operate and Evaluate the CRM System | p. 140 |
CRM and Change Management | p. 141 |
Critical Success Factors for CRM | p. 142 |
Chapter Summary | p. 144 |
Key Terms | p. 144 |
Exercises | p. 144 |
Projects | p. 145 |
End Notes | p. 146 |
Assessing CRM Value and Future Directions | p. 147 |
Determining the Value of CRM | p. 152 |
Strategic Measures of CRM Performance | p. 152 |
Quantifying the Business Value of Sales Technology Investments in the B2B Marketplace | p. 154 |
Measuring the Value of Enhanced CRM Business Processes | p. 155 |
Making the Financial Case for CRM | p. 156 |
Understanding the Types of Financial Accounting Methods | p. 157 |
Calculating ROI and NPV for CRM Projects | p. 158 |
The Future of CRM | p. 160 |
Government Impacts on Customer Data and CRM | p. 160 |
The Impact of Mobile Applications | p. 161 |
New Product Marketing Research Techniques | p. 162 |
Putting it All Together: A Master Guide for CRM Technologies | p. 164 |
A Framework for Linking up CRM Technologies | p. 164 |
Middleware Technologies for CRM | p. 165 |
Operational Technologies for CRM | p. 167 |
Analytical Technologies for CRM | p. 168 |
Chapter Summary | p. 169 |
Key Terms | p. 169 |
Questions | p. 169 |
Projects | p. 170 |
End Notes | p. 170 |
Glossary | p. 171 |
Index | p. 179 |
Table of Contents provided by Ingram. All Rights Reserved. |
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Customer Relationship Management (CRM) is a growing area for businesses around the world. Despite the many difficulties in implementing these complex systems, the benefits of CRM are well-documented, and it has grown to be a huge industry in and of itself. With this, there is a demand for skilled employees and knowledgeable graduates. Students and employees must gain a better understanding of how CRM works in order to be viable in the workforce. This book provides detail, exercises, and content that has not been previously available. It can be used in multiple areas, including MIS, business, marketing, and others.
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