CRM at the speed of light : capturing and keeping customers in Internet real time / Paul Greenberg.

By:

Greenberg, Paul

Material type: Text

TextPublication details: Berkeley, Calif. : London : McGraw-Hill/Osborne, 2002.Edition: 2nd edDescription: xvi, 480 p. ; 23 cmISBN:

0072224169

Subject(s):

DDC classification:

658.812 GRE

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Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.812 GRE (Browse shelf(Opens below))	1	Available		39002000202490

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Enhanced descriptions from Syndetics:

Because implementing CRM solutions can take years, cost millions and requires major restructuring, this volume offers an overview, explanations and recommendations for different kinds of businesses and organizations.

Previous ed.: 2001.

Table of contents provided by Syndetics

Foreword (p. viii)
Acknowledgments (p. x)
Introduction (p. xiii)
Chapter 1 What Is CRM, Really? (p. 1)
What Is a Customer? (p. 3)
How Do We Define CRM? Let Me Count the Ways (p. 4)
What Is CRM Technology? (p. 42)
Customer Life Cycle (p. 47)
Customer Interaction (p. 47)
Chapter 2 Making the "e" in eCRM Vanish: The Newest Thing (p. 49)
CRM and eCRM: What's Different? Anything? (p. 49)
The Web Experience (p. 52)
The Features of CRM Architecture (p. 55)
CRM and eCRM Are Really Not Separate, Are They? (p. 70)
Chapter 3 Sales Management Versus CRM (p. 71)
CRM Is Not Sales Management (p. 71)
Contact Management: Not Your Father's (or Mother's) CRM (p. 72)
Chapter 4 CRM Strategy: So Many Choices, So Little Time (p. 75)
The Grand Strategy (p. 76)
Elements of Strategy (p. 80)
Summary (p. 94)
Chapter 5 Why Does Your Company Need CRM? (p. 95)
Customer Lifecycle Management (CLM) (p. 95)
Convincing the Stakeholders (p. 98)
Chapter 6 Sales Force Automation: Good Products Aren't Enough (p. 115)
Acquiring Customers Means Keeping Them (p. 116)
Sales Force Automation: The Purpose (p. 118)
The Biggest Barrier to Successful SFA (p. 120)
Sales Force Automation: Functionality (p. 122)
Sales Force Automation: The Technology (p. 133)
Who's Best in the Land? (p. 137)
SFA.com (p. 153)
The SFA Return on Investment (ROI) (p. 160)
SFA on the Move: The Economy's Mobile Sales Force (p. 160)
Chapter 7 Enterprise Marketing Automation: New Kids on the Old Block (p. 163)
The Core Belief: Embedded Permission Marketing (p. 165)
Enterprise Marketing Automation (EMA): The Market (p. 166)
Components of Enterprise Marketing Automation (p. 167)
EMA Components (p. 175)
Using Customer Touch Points: Email Marketing (p. 180)
Process Flow: EMA Campaign Implementation (p. 183)
The Players and the Products (p. 188)
The Players and the Products--Part and Parcel (p. 201)
Chapter 8 Analytics and Personalization (p. 209)
E-tail, Retail: What's the Difference? (p. 210)
Personalization (p. 211)
Just How Do Analytics Work, Anyway? (p. 212)
Analytics and Personalization (p. 224)
Wireless Personalization (p. 234)
How Personal Is Business? (p. 236)
Chapter 9 Partner Relationship Management: The Other Significant Other (p. 237)
Managing Your Partners (p. 244)
PRM Is Not Just PRM (p. 245)
PRM Is Also Not Just Sales Force Automation and a Partner (p. 247)
PRM Means Partner Network (p. 247)
Assessing PRM (p. 248)
The Technology: Who's Who and What's What in PRM (p. 258)
Enterprise Channel Management (ECM) (p. 268)
CRM with PRM Functionality (p. 270)
Chapter 10 C(RM)SPAN: There Is More to Life than Just Plain CRM (p. 273)
Verticalization: Business to Business (p. 274)
CRM as a Platform: xRM (p. 286)
Mail Management Solutions (p. 286)
Add-ons: More than the Sum of Their Parts (p. 287)
Summary (p. 290)
Chapter 11 Call Centers and Field Service: Nearly Head-to-Head (p. 291)
The Functionality (p. 292)
The Technology (p. 293)
The Measurements (p. 303)
Who Handles the Calls? (p. 305)
KANA (p. 316)
Chapter 12 CRM + ERP = Enterprise Applications and Then Some (p. 317)
Enterprise Resource Planning: A Brief History (p. 317)
CRM-ERP Integration (p. 322)
Summary (p. 331)
Chapter 13 SMB CRM: When Small and Medium Is Better than Big (p. 333)
The MidMarket Is Hot... Very Hot (p. 333)
What the SMB Needs in CRM (p. 340)
Vendors That Understand the SMB Market (p. 344)
Summary (p. 349)
Chapter 14 Top CRM Vendors: The Sandbox Playmates (p. 351)
User-Focused Criteria: A New Approach to Validation (p. 352)
Simply the Best (p. 353)
The CRM Superpowers (p. 354)
The Champ in the Middle (p. 370)
The Midmarket Champions (p. 375)
Up and Coming (p. 387)
Chapter 15 CRM Service Offerings: There Really Is Value to You and Yours (p. 391)
The Choices (p. 393)
The Application Service Provider (ASP) (p. 402)
Chapter 16 The CRM Service Provides: They Play in the Sandbox, Too (p. 407)
CRM = Very Personal Interactions and Technology (p. 408)
Criteria for Selection of the Other Playmates (p. 408)
Integrators (p. 411)
Outsourcers (p. 420)
Application Service Providers (p. 434)
Management Consulting Firms (p. 435)
CRM Consultancies and Consultants (p. 436)
Midsize/Small Integrators and Others (p. 438)
Analysts (p. 440)
Chapter 17 Implementing CRM: Easy as 1, 2, 3, 4, 5, 6, and so on (p. 443)
The Caveats of Implementation (p. 443)
The Implementation (p. 444)
The End? (p. 461)
Chapter 18 The Future's Not Hard to See, but Hard to Call (p. 463)
Corporate Ecosystem (p. 463)
Customer-Centric Convergence (p. 464)
Web Services (p. 466)
Mobility Is Moving Fast (p. 467)
The Real Time Paradigm (p. 467)
The Customer Ecosystem in Action (p. 467)
Appendix Customer Lifetime Value (p. 469)
Customer Value Model, a Primer (p. 469)
Balancing Responsiveness and Profits: Customer Value Model Case Study (p. 471)
Index (p. 475)

Author notes provided by Syndetics

Paul Greenberg is an author and essayist. In 2002 he wrote a novel Leaving Katya - which is about the destruction of a Russian American marriage and became a Barnes and Noble Great New Writers selection. Starting in 2005 he has been writing for The N.Y. Times Magazine Book Reviews and Opinion sections. His specialty is writing on fish, agriculture, and the future of our oceans. His article on Chilean Sea Bass received the International Association of Culinary Professionals Bert Greene Award for excellence in food writing. He has also been a guest commentator on public radio programs such as All things Considered and the Leonard Lopate Show. He wrote Four Fish: The Future of the Last Wild Food.

(Bowker Author Biography)