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Customer Relationship Management: The Bottom Line to Optimizing Your ROI

Book Description

For undergraduate/graduate-level courses in Quantitative Measurement and Consumer Behavior.

Cutting-edge in perspective, this text presents innovative proven methods for determining whether a Customer Relationship Management (CRM) strategy for changing the way a company provides service (by adding new technology, processes, and procedures) will realize the return on the investment projected. Throughout, students see through measurable data-containing examples how CRM theory is applied with great success by various real-life companies. They learn 1) the scientific reasons why people resist change, 2) a process to deal with it (Successful People Process SSP™) and a process to measure the results in an on-going manner, and 3) how to tie those measure results to the bottom-line (SP3M™).

Table of Contents

  1. Copyright
  2. Foreword
  3. Acknowledgments
  4. Preface
  5. About the Authors
  6. Operational CRM— Accessibility
    1. Thinking Outside the CRM Box
      1. Customer Relationship Management: Reducing the Chaos to Order
    2. Start with the People
      1. Change Begins With You!
      2. To Avoid Major Pitfalls in CRM Implementation, Start with the People
      3. True Complaints of Technology Implementations That Didn't Start with the PeoplE
    3. The Secret to Risk Management of CRM: People
      1. The CRM Implementation = Change
      2. CRM Process Strategy
    4. The CRM Successful People Process™ (CRM SPP): The Key to Opening Up Employees to Change
      1. People are the Key to Implementing CRM Change
      2. Making Change Happen
      3. How to do Change Well: Change Management
    5. Teams and Their Impact on CRM Implementations
      1. Where Theory and Reality Meet: A Guide for the Stages of Team Development and Leadership Behaviors
      2. The Psychological Impact of Change in Reengineering a Call Center
  7. Analytical CRM—Measuring People, Process, and Technology
    1. Why Should You Measure Customer Service?
      1. Customer Lifetime Value
      2. Defining Return on Investment (ROI)
      3. Focus on Analytics
    2. Customer Lifetime Value Calculations
    3. Benchmarking Your CRM Center
      1. A Bank Case Study in Peer Benchmarking
    4. Measuring People Who Provide Service
      1. Measuring Customer Service Employees for Maximum Performance
    5. The ROI of Training that Impacts the Bottom Line
      1. Focus on Analytics
      2. ROI
    6. Using Technology the Smart Way: ROI of Improved Customer Service by an Airline
      1. One Company's Story
    7. Measuring Process: Promises, Promises—Service Level Letdowns versus SP3M™
      1. CRM and Service Levels ARE Business Critical!
      2. Managing the Quality Process of Customer Service: The Schwartz-Petouhoff Measure, Market, and Manage Service Model (SP3M™)
      3. Measure
      4. Market
      5. Manage
    8. Technology that Optimizes CRM
      1. The Technology Question
      2. Technology Overview: How Technology Can Empower Technology
  8. References