Baseline Consulting ~ Learning Center: The CRM Handbook

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Quotes from Readers

“Each chapter’s ‘Checklist for Success’ is a tool every CRM Executive can use. Whether you’re just starting to think about CRM or looking to turn a profit on your CRM investment, this book will prove to be a solid reference guide.”
Don Peppers
Partner
Peppers and Rodger Group

“Want to avoid being one of the estimated 70 percent of companies who have tried implementing standalone CRM systems and failed? Confused by what your IT suppliers are telling you about CRM? Then you need to read this book! Jill provides a comprehensive, practical, and easy to understand view of CRM and shows you how to successfully implement an enterprise-customer-focused solution.”
Kevin Bubeck
Director, North American Strategy
Coca-Cola

“CRM could be viewed as the ERP of the 2000’s. As such, there will be multiple winners and losers as the marketplace places some large and strategic bets on this technology. In any case, Jill Dyche has captured the importance of the concepts and value derived through CRM solutions. Those needs will evolve, of course, but companies will always need the basics that have been discussed.”
Brian Berliner
Cofounder & EVP Product Development
Acies Networks

“I haven’t read anything that has such a practical approach. I view the book as having multiple benefits. It gives a good definition of CRM functionality but also gives detailed guidance of how to approach CRM in your organization.”
Francine Frazer
Principal Consultant
Net Perceptions

“The guides based on the business tools that Jill uses with her own clients are fabulous.”
Robin Neidorf
President
Electric Muse / Clio’s Pen Research & Interpretation, Inc.

“An excellent study into what defines today’s best practices in the CRM industry.”
Gareth Herschel
Senior Research Analyst
Gartner Research

The CRM Handbook: A Business Guide to Customer Relationship Management

By Jill Dyche, Baseline Partner and Co-Founder.
Published by Addison Wesley, 2002

To compete in today’s competitive marketplace, customer focus is no longer simply nice to have—it’s a fundamental mandate. The book is a manager’s best friend, providing both a primer and how-to guide to defining and implementing Customer Relationship Management.

Best Practices and Techniques

Roles CRM plays in business and why it’s more important than ever
The range of CRM applications and uses, from sales force automation to campaign management to e-CRM and beyond
Context of popular CRM buzzwords
Differences between CRM and business intelligence and why they’re symbolic
Factors behind customer-relationship project high failure rate and how to avoid becoming another CRM statistic
Insights to visionary companies who’ve done CRM the right way

Real World Case Studies

Eddie Bauer
Juniper Bank
Hewlett Packard
Union Bank of Norway
Verizon
Harrah’s Entertainment

Table of Contents

Acknowledgements
About the Author
Introduction
Part I: Defining CRM

Chapter 1

HELLO, GOODBYE: THE NEW SPIN ON CUSTOMER LOYALTY
The Cost of Acquiring Customers
From Customer Acquisition to Customer Loyalty
... to Optimizing the Customer Experience
How the Internet Changed the Rules
What’s in a Name?
CRM and Business Intelligence
The Manager’s Bottom Line

Chapter 2

CRM IN MARKETING
From Product to Customer: A Marketing Retrospective
Target Marketing
Relationship Marketing and One-to-One
Campaign Measurement
CRM Marketing Initiatives
Cross-Selling and Up-Selling
Customer Retention
Behavior Prediction
Customer Profitability and Value Modeling
Channel Optimization
Personalization
Event-Based Marketing
Customer Privacy—One-to-One’s Saboteur?
A marketing Automation Checklist for Success
CASE STUDY: Eddie Bauer
The Manager’s Bottom Line

Chapter 3

CRM AND CUSTOMER SERVICE
The Call Center and Customer Care
The Contact Center Gets Automated
Call Routing
Contact Center Sales Support
Web-based Self-service
Customer Satisfaction Measurement
Call-Scripting
Cyberagents
Workforce Management
A Customer Service Checklist for Success
CASE STUDY: Juniper Bank
The Manager’s Bottom Line

Chapter 4

SALES FORCE AUTOMATION
Sales Force Automation: The Cradle of CRM
Today’s SFA
Sales Process/ Activity Management
Sales and Territory Management
Contact Management
Lead Management
Configuration Support
Knowledge Management
SFA and Mobile CRM
From Client/Server to the Web
SFA Goes Mobile
Field Force Automation
An SFA Checklist for Success
Case Study: Hewlett Packard
The Manager’s Bottom Line

Chapter 5

CRM IN E-BUSINESS
ECRM Evolving
Multichannel CRM
CRM in B2B
Enterprise Resource Planning
Supply Chain Management
Supplier Relationship Management
Partner Relationship Management
An e-Business Checklist for Success
The Manager’s Bottom Line

Chapter 6

ANALYTICAL CRM
The Case for Integrated Data
A Single Version of the Customer Truth
CRM and the Data Warehouse
Enterprise CRM Comes Home to Roost
The Major Types of Data Analysis
OLAP
Where Theory Meets Practice: Data Mining in CRM
Clickstream Analysis
Personalization and collaborative Filtering
An Analysis Checklist For Success
Case Study: Union Bank of Norway
The Manager’s Bottom Line
Part II: Delivering CRM

Chapter 7

PLANNING YOUR CRM PROGRAM
Defining CRM Success
From Operational to Enterprise: An Implementation Scenario
Determining CRM Complexity
Preparing the CRM Business Plan
Defining CRM Requirements
Cost-Justifying CRM
Understanding Business Processes
BPR Redux: Modeling Customer Interactions
Analyzing Your Business Processes
CASE STUDY: Verizon
A CRM Readiness Checklist For Success
The Manager’s Bottom Line

Chapter 8

CHOOSING YOUR CRM TOOL
Maintaining a Customer Focus: Requirements-Driven Product Selection
Defining CRM Functionality
Narrowing Down the Technology Choices
Defining Technical Requirements
Talking to CRM Vendors
Negotiating Price
Checking References
Other Development Approaches
Homegrown CRM
Using an ASP
A CRM Tool Selection Checklist for Success
CASE STUDY: Harrah’s Entertainment
The Manager’s Bottom Line

Chapter 9

MANAGING YOUR CRM PROJECT
A Pre-Implementation Checklist
The CRM Development Team
CRM Implementation
Scoping and Prioritizing CRM Projects
A CRM Implementation Roadmap
Business Planning
Architecture and Design
Technology Selection
Development
Delivery
Measurement
Putting the Projects Together
A CRM Implementation Checklist ... for Failure
The Manager’s Bottom Line

Chapter 10

YOUR CRM FUTURE
Making the Pitch: Selling CRM Internally
CRM Roadblocks
The Four P’s
Process
Perception
Privacy
Politics
Other CRM Saboteurs
Lack of CRM Integration
Poor Organizational Planning
Demanding Customers
Customer Service That’s Really Bad
Looking Toward the Future
The Customer as SME
The Rise of Intermediaries
Digital and Broadband Revolutionize Advertising
The Thread and Promise of Customer Communities
CRM Goes Global
The Coming CRM Backlash?
The Manager’s Bottom Line