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Foreword xiii
Preface xvii
Acknowledgments xix
PART ONE: CUSTOMER RELATIONSHIP MANAGEMENT: 1 (74)
LAYING THE FOUNDATION
Carolyn's Lament 5 (4)
The Ears of the Hippopotamus 9 (12)
The Leap of Faith 21 (9)
The Four Things Your Customers Want to Tell 30 (8)
You
If Nominated I Will Not Run; If Elected I 38 (9)
Will Not Serve
The Real Profit Players Are Not the Home Run 47 (7)
Kings
Keeping the Relationship Alive 54 (6)
``Eveolution'' and Other Surprises Ahead 60 (15)
Quick Tips from Part One 69 (6)
PART TWO: TODAY'S TOOLS FOR CRM: TECHNOLOGY AND 75 (96)
THE INTERNET AND MORE
New Tools Require New Skills 77 (9)
The CRM Blueprint 86 (5)
But What Is It Good For? 91 (14)
You've Got Mail 105 (10)
Should Telemarketing Be a Four-Letter Word? 115 (12)
Things Gutenberg Never Dreamed Of 127 (11)
Hi Ho! Hi Ho! It's Off to Work We Go 138 (7)
``Everything That Can Be Invented Has Been 145 (8)
Invented''
Welcome to the New Digital World 153 (18)
Quick Tips from Part Two 165 (6)
PART THREE: WINNERS.COM: REAL-WORLD APPLICATIONS 171 (96)
Can CRM Save the Brick-and-Mortar Folks? 173 (11)
Managing CRM with Faceless Customers 184 (15)
Because That's Where the Money Is 199 (12)
But Who Is Really Your Customer? 211 (9)
The Media Awaken to CRM 220 (12)
When You Care Enough 232 (7)
Reorganizing Using the CRM Initiative 239 (7)
Customer Involvement: RadioShack's 246 (6)
Sophisticated CRM Programs
Hopelessly Devoted to You....Ta Da! 252 (15)
Quick Tips from Part Three 260 (7)
PART FOUR: MAKING PRODUCTS INTO SERVICES: 267 (39)
STRATEGIES FOR PROFITABLE DIALOG
The Missing Link: ``Prodices'' 269 (6)
It's a Matter of Degrees 275 (5)
Recognizing the Power of the Consumer 280 (6)
Information Is Knowledge, Knowledge Is Power, 286 (8)
and Power Can Be Frightening
CRM and Profits: Making the Case 294 (12)
Quick Tips from Part Four 302 (4)
Endnotes 306 (12)
Index 318

This work outlines what the latest technology shift means for marketers in every field, and how businesses can create and implement the best CRM strategies. It provides customer analysis and relationship building techniques and tools for the Internet.