Overview
In today's impersonal, arms-length marketplace, customer loyalty is rapidly
becoming a thing of the past. Customer Relationship Management
brings it back to the foreground, providing easy-to-apply solutions and
strategies for establishing meaningful bonds with your customers and turning
them into reliable, lifelong partners. Customer Relationship
Management provides:
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Practical advice for choosing and implementing a CRM strategy
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A review of database tools for capturing and managing customer information
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Proven techniques for translating an effective CRM strategy to the e-commerce
environment
Written specifically for today's busy manager, Customer Relationship
Management features eye-catching icons, checklists, and sidebars to guide
managers step-by-step through everyday workplace situations. You will
find innovative design features to help you navigate each page, such as:
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Clear, concise definitions of CRM terms and jargon
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Tips for being smart when managing difficult customer situations
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How-to hints of the pros for smooth, successful CRM efforts
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Practical advice to avoid mistakes when dealing with customers
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Warning signs for where things could go wrong
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Case studies of how others have achieved successful CRM
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Specific procedures for implementing CRM strategy
Table of Contents
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Customer Relationship Management Is Not an Option
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Customer Relationship Management Defined
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Technology Does Not Equal Strategy
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The Power of CRM
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CRM Success Factors
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CRM is Here to Stay
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The Customer Service/Sales Profile
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Why Call It the Customer Service/Sales Profile?
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The Three Levels of Service/Sales
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The Shape of Your Customer Service/Sales Profile
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Pitfalls of the Customer Service/Sales Profile
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CRM and Your Profile
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Managing Your Customer Service/Sales Profile
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Sonjia's Contact Center
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Maurice's Food Brokerage
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Managing Initial or Stand-Alone Transactions
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Managing For Repeat Business
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Managing For Customer Advocacy
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Choosing Your CRM Strategy
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CRM Strategy Starting Points
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Picking the Player
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Preparing For Your First Meeting
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THe CRM Strategy Creation Meeting(s)
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Identify Potential Strategies
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CRM Strategy Selection
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Managing and Sharing Customer Data
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Returning to Your Strategies
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Data vs. Information
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Managing Customer Information -- Databases
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Ethics and Legalities of Data Use
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Tools for Capturing Customer Information
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Where to Get the Data and Information
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The Computer is Your Friend (But Not Always Your Best Friend)
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Believe It or Not
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Service-Level Agreements
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Service-Level Agreements Defined
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Three Keys to Effective SLAs
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Creating an SLA
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Using SLAs to Support Internal Customer Relationships
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Making SLAs Work
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E-Commerce: Customer Relationships on the Internet
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CRM on the Internet
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Choosing the Right Vehicle
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Three Rules for Success on the Road to E-Commerce
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What Does the Future Hold?
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Managing Relationships Through Conflict
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Managing the Moment of Conflict
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"But 'Nice' Never Brought Me a Customer"
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Customer Relationship Management is an Early Warning System
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What If the Customer Is the Problem?
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Fighting Complacency: The "Seven-Year Itch" in Customer Relationships
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But They Love Me!
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The Illusion of Complacency
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Customer Needs CHange
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Make Parting Such Sweet Sorrow
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Renew Your Vows
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Resetting Your CRM Strategy
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Ready, Set, Reset!
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Phase I: Are You Hitting Your Target?
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Phase II: Does Your CRM Strategy Work For Your People?
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Phase III: Time for Change
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Closing Words
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