1st Edition

Customer Relationship Management Systems Handbook

By Duane E. Sharp Copyright 2002
    264 Pages 31 B/W Illustrations
    by Auerbach Publications

    264 Pages
    by Auerbach Publications

    The concept of customer relationship management (CRM) has grown from the loosely defined methodology of using customer transactions for developing profiles on customers to the well-defined business process of using sophisticated tools and analytical processes for managing each customer on an individual basis. CRM integrates e-mail and the PDA with the day planner, electronic scheduler, client database, and a number of other business management tools so you can create a single point from which to manage customer relationships.

    The Customer Relationship Management Systems Handbook provides a complete and detailed analysis of CRM, its origins, rationale, implementation strategies, core technologies, and benefits. The author takes readers through the evolution of CRM- from its early beginning as a tool for better managing and utilizing vast amounts of customer transaction data acquired in day-to-day transactions to today's sophisticated data warehouse-based systems. The text was researched, formatted, and written for IS professionals who need a full understanding of what is involved in the successful development and implementation of a CRM.

    To highlight the significant benefits of implementing CRM strategies, the book provides examples of successful CRM implementations from a broad range of business sectors. These implementations, presented in a case study format, demonstrate implementation processes, appropriate technologies, and vendor solutions that work. Wherever possible, illustrations are used to enhance the textual presentation. The complete analysis of CRM provided in the Customer Relationship Management Systems Handbook will enable you to accomplish what many businesses fail to do-put the customer first.

    THE CUSTOMER TODAY
    Who is the Customer?
    A Shifting Paradigm
    A New Look For Marketing
    Customer Feedback
    Managing Relationships: The CRM Solution
    The Stages of a CRM Strategy

    THE EVOLUTION OF CUSTOMER RELATIONS TO CRM
    Planning
    Strategies for Managing Customer Information
    The CRM Planning Phase
    CRM Strategy: From Planning to Development
    A Twelve-Stage CRM Strategy
    Applying the CRM Strategy
    CRM Issues, Tactics, and Methodologies
    Two-Way Dialog: Customer Input to CRM
    Testing and Evaluating CRM Solutions
    Managing the CRM Program
    CRM Analytics in Data Mining
    CRM: Summing Up the Business Value

    THE TECHNOLOGY OF CRM
    An Overview of the Data Warehouse
    Design and Construction of a Data Warehouse
    Data Marts in the Real World
    Avoiding the Pitfalls of Data Warehousing
    The Data Warehouse Development Process
    The Operational Data Warehouse
    Data Warehousing Computer Platforms
    Data Warehousing and CRM: Managing the Project
    Data Warehouse Development: One Vendor's Methodology
    Elements of Database Technology
    The Business Tools: Analytical CRM
    Data Warehousing Architectures: Options
    Implementing the Enterprise Data Warehouse
    Decision Support Systems and Data Warehousing
    Database Management Systems
    From Data Warehousing to Data Mining
    Data Consistency and Quality
    Managerial and Organizational Impacts of Data Warehousing
    Vendors with CRM Technology
    Conclusion

    CASE STUDIES IN CRM
    Automotive
    Communications
    Energy
    Entertainment
    Financial Institutions
    Fund-Raising
    Healthcare
    Insurance
    Investment
    Packaging
    Recruiting and Training
    Retail
    Technology
    Transportation and Travel
    Wholesale
    Analyzing Case Studies for Maximum Benefit

    PRIVACY IN CRM
    Data Privacy
    Government Initiatives
    CRM: Opportunities to Address Privacy Concerns
    P3P Standard and Definitions
    Industry Support for Privacy Initiatives
    Protecting Personal Privacy in CRM

    BENEFITS OF CRM
    Benefits of CRM by Business Sector
    The General Value of CRM
    Determining the ROI for a CRM Solution
    The Ultimate Benefits of CRM

    Appendix A: Glossary of CRM and Data Warehouse Terminology
    Appendix B: References and Bibliography
    Index

    Biography

    Sharp, Duane E.