Book description
Barton Goldenberg shares his unparalleled practical expertise on everything from security to internationalization, helping you avoid disastrous missteps—and transform the potential of CRM into long-lasting competitive advantage.
Identify your goals and customize a CRM strategy for your enterprise
Understand the 8 key issues that will make or break your CRM initiative
Learn about the top 30 CRM software offerings
Find out what 12 crucial questions you should ask before selecting a software vendor
Preview tomorrow's advances in CRM—to better position yourself and take advantage of a ever-changing environment.
"This is the only book on CRM that has made it to my credenza."
—Stan Davis, Author of Blur and Lessons from the Future
"CRM Automation is a blueprint for a successful CRM implementation."
—Ken Blanchard, Coauthor, The One Minute Manager
"Barton Goldenberg's bottom-line approach to CRM makes this book a necessity to any company concerned with ROI."
—Beth Struckell,
VP general manager of food service and vendor sales,
a division of PepsiCo
"CRM Automation gets to the heart of what a successful CRM implementation is all about-People, Process, and Technology. You can save hundreds of hours and thousands of dollars by reading this book before launching a CRM initiative."
—Bob McLaughlin, former vice-president, McGraw-Hill
"Goldenberg's 18 years of experience and 300 deployments are wrapped up between the two covers of CRM Automation."
—Wolfgang Martin, independent analyst and
research fellow,
METAGroup
"Barton Goldenberg understands the CRM marketplace and the needs of businesses seeking a competitive edge. CRM Automation is a valuable resource for companies pursuing truly customer-centric business strategies."
—Carol Burch, senior vice president of
global business development for CRM,
SAP AG
"Barton Goldenberg proves once again that he is ahead of the curve in understanding the direction and future of customer relationship management."
—Patrick Bultema, CEO and president,
FrontRange Solutions, Inc.
Table of contents
- Copyright
- ~ Reviews ~
- Preface
- About the Author
- Customer Relationship Management (CRM)—An Overview
- CRM: A Working Definition
- Successful CRM: Getting the People, Process, and Technology Mix Right
- CRM Strategy Formulation
- Determining CRM Business Processes
-
CRM Business Application Trends
- Increased Consolidation and Mergers Among CRM Vendors
- Increasing Product and Marketing Focus on the Small to Mid-Market Niche
- Movement Toward CRM Solutions with Web-Based Architectures
- Increased Use of Analytical Tools in CRM Solutions
- Increased Integration with GIS in CRM Solutions
- Increasing Availability of Customer Lifetime Value Tools
- Increased Capability for Lead Management
- Increasing Availability of Supply Chain Management Functionality
- Summary
-
CRM Technology Trends
- Client/Server to N-Tiered
- Portal Architecture
- Field Force Automation
- Configuration Tools
- Wireless Components
- XML Is Playing a Major Role
- Web Services
- Enterprise Application Integration
- Application Server/Framework Architecture
- ASP-Enabled Applications
- Enterprise/Satellite Server Architecture
- CRM and CCC Modules
- Multilingual/Multicurrency
- Graphical Workflow Mapping Tools
- Business Intelligence
- Summary
- CRM: Benefits and Problems
-
A Blueprint for Effective Customer Relationship Management
- Step 1: Organize Your Project Management Team
- Step 2: Determine the Functions to Automate
- Step 3: Gain Top Management Support and Commitment
- Step 4: Employ Technology Smartly
- Step 5: Secure User Ownership
- Step 6: Prototype the System
- Step 7: Train Users
- Step 8: Motivate Personnel
- Step 9: Administrate the System
- Step 10: Keep Management Committed
- Summary
- Creating Your CRM Business Case
- CRM Software Selection and Implementation Roadmap
- CRM System: Requirements Analysis
- How to Write Your Systems Specifications Document
- Sizing Up Your CRM Software Vendor
- The Importance of CRM Project Communications
-
Eight Key Implementation Issues for Effective CRM Systems
- Step 1: Prepare for Your CRM Implementation
- Step 2: Set Up an Effective CRM Project Management Team
- Step 3: Integrate Legacy and Third-Party Information Systems
- Step 4: Customize Your CRM System
- Step 5: Pilot Your CRM System
- Step 6: Roll Out Your CRM System
- Step 7: Support Your CRM System
- Step 8: Grow Your CRM System
- Summary
- The Necessity of Training, a Good Help Desk, and Effective Systems Administration
- E-Business and CRM
- E-Service and CRM
- Ensuring Consistent Customer Service Across Channels
- E-Marketing and CRM
- Knowledge Management and CRM
- Application Service Providers (ASP): An Overview
- Addressing CRM System Security Risks
- The Importance of Data Integrity
- CRM: An International Perspective
-
The Future Direction of CRM
- Increased Executive Attention
- Customer Contact Centers and Self-Service
- E-Customers (B2B)
- Supply Chain Integration
- The Real-Time Enterprise
- XML, Wireless, and Voice Recognition Technologies
- Integration of CRM, E-CRM, and M-CRM Applications
- Thin Client Applications
- Metrics
- Implementation
- Security and Privacy
- People, Process, and Technology
- Summary
- ISM's Top 30 CRM Software Selections
- Sources to Assist in CRM Software Selection
- Software Categories, Vendors, and Pricing
- Glossary of Terms
Product information
- Title: CRM Automation
- Author(s):
- Release date: February 2002
- Publisher(s): Pearson
- ISBN: 013008851X
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