The ultimate CRM handbook : strategies and concepts for building enduring customer loyalty and profitability / John G. Freeland, editor.

Contributor(s):

Freeland, John G

Material type: Text

TextPublication details: New York : London : McGraw-Hill, c2003.Description: viii, 353 p. : ill. ; 24 cmISBN:

0071409351

Subject(s):

DDC classification:

658.812 FRE

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.812 FRE (Browse shelf(Opens below))	1	Available		39002100322024

Enhanced descriptions from Syndetics:

Presents strategies for creating long-lasting, profitable customer relationships. Among different chapters, leaders from Accenture, share insights and hands-on experiences that helps you achieve capabilities for sales, service, and marketing that please customers, satisfy shareholders, and deliver a measurable return on investment.

Includes bibliographical references and index.

Table of contents provided by Syndetics

Preface (p. vii)
Acknowledgments (p. ix)
Part 1 The New CRM Imperative (p. 1)
Chapter 1 The New CRM Imperative (p. 3)
Part 2 Setting the Strategy (p. 11)
Chapter 2 Introduction: Strategy First, Then CRM (p. 13)
Chapter 3 Customer Strategy: Whom Do You Want to Reach? (p. 18)
Chapter 4 Brand Strategy: Why Brand Is at the Forefront of Next-Generation CRM (p. 30)
Chapter 5 Channel Strategy: Avoiding Channel Conflicts (p. 44)
Chapter 6 CRM Strategy: Capabilities for Creating the Customer Experience (p. 54)
Part 3 Gaining Customer Insights (p. 65)
Chapter 7 Introduction: Gaining Customer Insights in a World of Change and Uncertainty (p. 67)
Chapter 8 The Critical Element: Using Data to Become a Customer-Centric Organization (p. 72)
Chapter 9 The Foundation of Insight: Three Approaches to Customer-Centric Understanding (p. 78)
Chapter 10 Silence Is Golden: The Emerging Opportunities of Silent Commerce (p. 85)
Chapter 11 Beyond the Data: Making the Most of Customer Knowledge (p. 94)
Chapter 12 More Than Data Warehousing: An Integrated View of the Customer (p. 102)
Part 4 Reinventing Customer Contact (p. 109)
Chapter 13 Making Customer Interaction More Profitable (p. 111)
Chapter 14 Let's Talk: Applying the Art of Conversation to Customer Contact (p. 118)
Chapter 15 Collaboration: Effective Personalization's Missing Ingredient (p. 126)
Chapter 16 Untethered Relationships: How Wireless Is Changing Customer Contact (p. 135)
Chapter 17 Aligned Goals: Transforming Customer Interactions (p. 145)
Chapter 18 Partner Relationship Management: The Next Generation of the Extended Enterprise (p. 153)
Chapter 19 Mission-Critical Workforces: Developing a Source of Value (p. 165)
Chapter 20 The Message Must Go Through: Messaging Technologies and Customer Care (p. 174)
Chapter 21 Customer-Centric Service Management: Maximizing Life-Cycle Revenue for OEMs (p. 181)
Part 5 Transforming Marketing (p. 189)
Chapter 22 Introduction: Bringing Rigor and Discipline to Creative Pursuits (p. 191)
Chapter 23 Market Madness: The State of Marketing Campaign Management (p. 198)
Chapter 24 The Next Frontier: Just-in-Time Marketing (p. 212)
Chapter 25 The New Integrated Marketing (p. 221)
Chapter 26 Marketing by the Numbers: How to Optimize Marketing ROI (p. 231)
Chapter 27 The Case for Marketing Resource Management (p. 242)
Part 6 CRM at Work (p. 255)
Chapter 28 Communications: Recovering from the Fall, Repositioning for the Future (p. 257)
Chapter 29 Government: Giving the People What They Want (p. 269)
Chapter 30 Manufacturing: Gradual Shift from Product to Customer (p. 280)
Chapter 31 Resources: CRM Is a Competitive Necessity (p. 292)
Chapter 32 Retail: Customer Demands Intensify the Pressure for CRM (p. 303)
Notes (p. 313)
Glossary (p. 320)
Contributing Authors (p. 329)
Index (p. 339)