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CRM Automation

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,

"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,

"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

  1. Copyright
  2. ~ Reviews ~
  3. Preface
  4. About the Author
  5. Customer Relationship Management (CRM)—An Overview
    1. Butting Life Cycles
    2. Why the Current Doom and Gloom?
    3. Summary
  6. CRM: A Working Definition
    1. Components of CRM
    2. Summary
  7. Successful CRM: Getting the People, Process, and Technology Mix Right
    1. People
    2. Process
    3. Technology
    4. Integrating People, Process, and Technology
    5. Summary
  8. CRM Strategy Formulation
    1. The 10-Step Approach to Formulating a Successful CRM Strategy
    2. Summary
  9. Determining CRM Business Processes
    1. The Eight-Step Process Review Procedure
    2. Summary
  10. CRM Business Application Trends
    1. Increased Consolidation and Mergers Among CRM Vendors
    2. Increasing Product and Marketing Focus on the Small to Mid-Market Niche
    3. Movement Toward CRM Solutions with Web-Based Architectures
    4. Increased Use of Analytical Tools in CRM Solutions
    5. Increased Integration with GIS in CRM Solutions
    6. Increasing Availability of Customer Lifetime Value Tools
    7. Increased Capability for Lead Management
    8. Increasing Availability of Supply Chain Management Functionality
    9. Summary
  11. CRM Technology Trends
    1. Client/Server to N-Tiered
    2. Portal Architecture
    3. Field Force Automation
    4. Configuration Tools
    5. Wireless Components
    6. XML Is Playing a Major Role
    7. Web Services
    8. Enterprise Application Integration
    9. Application Server/Framework Architecture
    10. ASP-Enabled Applications
    11. Enterprise/Satellite Server Architecture
    12. CRM and CCC Modules
    13. Multilingual/Multicurrency
    14. Graphical Workflow Mapping Tools
    15. Business Intelligence
    16. Summary
  12. CRM: Benefits and Problems
    1. Benefits of CRM
    2. Problems with CRM
    3. Summary
  13. A Blueprint for Effective Customer Relationship Management
    1. Step 1: Organize Your Project Management Team
    2. Step 2: Determine the Functions to Automate
    3. Step 3: Gain Top Management Support and Commitment
    4. Step 4: Employ Technology Smartly
    5. Step 5: Secure User Ownership
    6. Step 6: Prototype the System
    7. Step 7: Train Users
    8. Step 8: Motivate Personnel
    9. Step 9: Administrate the System
    10. Step 10: Keep Management Committed
    11. Summary
  14. Creating Your CRM Business Case
    1. Executive Summary
    2. Financials
    3. Recommended Technical Solutions
    4. Key Risks and Mitigating Factors
    5. Operational/Organizational Impact
    6. Appendices
    7. Summary
  15. CRM Software Selection and Implementation Roadmap
    1. Avoid the Quick Fix—Do Your Homework
    2. Components of an Effective CRM Software Selection Process
    3. Summary
  16. CRM System: Requirements Analysis
    1. Business Functional Requirements for Your CRM System
    2. Technical Features Requirements for Your CRM System
    3. User Friendliness/Support Requirements for Your CRM System
    4. Summary
  17. How to Write Your Systems Specifications Document
    1. Writing an RFP
    2. Summary
  18. Sizing Up Your CRM Software Vendor
    1. The 12-Question Software Vendor Evaluation Test
    2. Summary
  19. The Importance of CRM Project Communications
    1. Announce Your CRM Efforts Internally
    2. Carefully Select Your Superuser Group
    3. Manage Your Communications to All CRM Initiative Participants
    4. Keep Your Project Champion Involved
    5. Maintain a Long-Term Systems View
    6. Summary
  20. Eight Key Implementation Issues for Effective CRM Systems
    1. Step 1: Prepare for Your CRM Implementation
    2. Step 2: Set Up an Effective CRM Project Management Team
    3. Step 3: Integrate Legacy and Third-Party Information Systems
    4. Step 4: Customize Your CRM System
    5. Step 5: Pilot Your CRM System
    6. Step 6: Roll Out Your CRM System
    7. Step 7: Support Your CRM System
    8. Step 8: Grow Your CRM System
    9. Summary
  21. The Necessity of Training, a Good Help Desk, and Effective Systems Administration
    1. Training
    2. Help Desk
    3. Systems Administration
    4. Summary
  22. E-Business and CRM
    1. What Is E-Business?
    2. Where Is E-Business Going?
    3. Summary
  23. E-Service and CRM
    1. Why Is E-Service Important?
    2. Who Provides E-Service Solutions?
    3. Customer Self-Service
    4. Summary
  24. Ensuring Consistent Customer Service Across Channels
    1. Current State of the Art
    2. Benefits of Consistent Customer Service Across Channels
    3. Leading Vendors That Offer Consistent Customer Service Products
    4. Key Issues Related to Consistent Customer Service Across Channels
    5. Summary
  25. E-Marketing and CRM
    1. The Emergence of E-Marketing
    2. Summary
  26. Knowledge Management and CRM
    1. What Is Knowledge Management?
    2. Developing a Knowledge-Based CCC
    3. Summary
  27. Application Service Providers (ASP): An Overview
    1. ASPs: A Brief History
    2. Broad-Based ASPs
    3. Small and Mid-Sized Business ASPs
    4. Specialized CRM ASPs
    5. ASP Conferences
    6. Pricing Model
    7. Things to Consider
    8. Summary
  28. Addressing CRM System Security Risks
    1. Addressing Security Weaknesses
    2. Becoming Aware of the Risks
    3. Developing the Security Policy
    4. Summary
  29. The Importance of Data Integrity
    1. Introduction
    2. Lessons Learned
    3. Summary
  30. CRM: An International Perspective
    1. Similarities Between U.S. and International CRM Implementations
    2. Differences Between U.S. and International CRM Implementations
    3. Summary
  31. The Future Direction of CRM
    1. Increased Executive Attention
    2. Customer Contact Centers and Self-Service
    3. E-Customers (B2B)
    4. Supply Chain Integration
    5. The Real-Time Enterprise
    6. XML, Wireless, and Voice Recognition Technologies
    7. Integration of CRM, E-CRM, and M-CRM Applications
    8. Thin Client Applications
    9. Metrics
    10. Implementation
    11. Security and Privacy
    12. People, Process, and Technology
    13. Summary
  32. ISM's Top 30 CRM Software Selections
  33. Sources to Assist in CRM Software Selection
    1. Publications
    2. Trade Shows/Conferences
    3. Web Sites and Web Forums
    4. Research Companies
    5. Support/Training References
  34. Software Categories, Vendors, and Pricing
    1. CRM Software Applications
    2. CRM Software Vendors
    3. Pricing
  35. Glossary of Terms