October 2002
Intermediate to advanced
512 pages
12h 51m
English
Overview
Build a winning CRM program—one step at a time.
This book presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. The former Director of HP's enterprise-wide CRM initiative shows how to identify the elements of CRM most crucial to your organization, then implement infrastructure to deliver on your key priorities, whatever they are. Through real-world case studies drawing on her extensive experience as a CRM leader and consultant, Judith W. Kincaid addresses both the managerial and technical challenges of CRM. Kincaid's authoritative process examples and detailed templates make it easier to get started—and get results.
Developing realistic strategic plans and roadmaps customized to your organization
Getting started fast, and iterating small steps to powerful success
Addressing all customer touchpoints: Web, e-mail, call centers, direct mail, sales contacts, tech support, and more
Establishing realistic expectations and metrics
Translating your CRM objectives into essential organizational changes
Designing integrated customer databases and infrastructure
Understanding the crucial interactions between the technical and management aspects of CRM
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