Performance Driven CRM: How to Make Your Customer Relationship Management Vision a Reality

Many organizations have embraced Customer Relationship Management (CRM) as the way of the future and have invested millions of dollars in CRM technology and processes. But how effective is that investment? What should you measure to determine the value your CRM initiatives are delivering to the organization? Performance–Driven CRM shows you how to apply a balanced scorecard approach to your customer care initiatives. This practical hands–on guide provides you with the tools and techniques to measure and monitor, not for control purposes, but to help you make your vision of CRM a reality. Featuring case studies from organizations such as FedEX, NEC, and Johnson Controls, this book covers both what has to be measured in the Internet environment, as well as how you can use Web tools as enablers for your research and assessment.

Spis treści:
Preface: What is Performance Driven CRM?
PART ONE: DETERIMING AND ALIGNING THE CRM VISION.
Chapter 1. Getting Started: The Need for a CRM Vision to Drive the Process.
Chapter 2. The Myths and the Facts Surrounding CRM.
PART TWO: CREATING PERFORMANCE DRIVEN CRM––THE THREE CRITICAL PERFORMANCE PROGRAMS.
Chapter 3. Understanding Your Customer––The Customer Performance Program.
Chapter 4. Understanding Your Organization––The Organizational Performance Program.
Chapter 5. Committing to Continuous Improvement in Quality Service––The Quality Service Performance Program.
PART THREE: THE TOOLS TO BUILD AND ENABLE THE PERFORMANCE PROGRAMS.
Chapter 6. The Tools and Technology Required for Creating the Customer Performance Program.
Chapter 7. The Tools and Technology Required for Creating the Organizational Performance Program.
Chapter 8. The tools and Technology Required for the Quality Service Performance Program.
PART FOUR: LEADING PRACTICES IN CREAING PERFORMANCE DRIVEN CRM.
Chapter 9. Linking the Customer Performance Pr ogram and the Quality Service Program.
Chapter 10. Staying the Course––Focusing on Your People.
Chapter 11. Conclusion––How to Ensure that Performance Driven CRM Becomes a Reality: Watch Out for these Pitfalls.
Appendix A: Glossary.
Appendix B. Building Your Performance Improvement Plan (PIP).
Index.

Nota biograficzna:
Stanley A. Brown (Toronto, Ontario) is a partner in PricewaterhouseCoopers′ Global Customer Relationship Management (CRM) Practice. He is a frequent speaker globally on topics of customer care and CRM, and writes regularly for Sales and Marketing Management Magazine and ICSA News, the newsletter of the International Customer Service Association. He is the author of: Customer Relationship Management (Wiley: 0–471–64409–9), Strategic Customer Care (Wiley: 0–471–64342–4), and What Customers Value Most (Wiley: 0–471–64123–5), and editor of Breakthrough Customer Service (Wiley: 0–471–64232–0).
Moosha Gulycz (Toronto, Ontario) is a Principal Consultant with PricewaterhouseCoopers′ Customer Relationship Management (CRM)Practice. She is responsible for the Canadian CRM Integrated Multi Channel Solutions services practice. She has spoken across the US and Canada on the topic of the relationship between CRM and Performance Mearsurement.

Okładka tylna:
Many organizations have embraced Customer Relationship Management (CRM) as the way of the future and have invested millions of dollars in CRM technology and processes. But how effective is that investment? What should you measure to determine the value your CRM initiatives are delivering to the organization? Performance–Driven CRM shows you how to apply a balanced scorecard approach to your customer care initiatives. This practical hands–on guide provides you with the tools and techniques to measure and monitor, not for control purposes, b ut to help you make your vision of CRM a reality. Featuring case studies from organizations such as FedEX, NEC, and Johnson Controls, this book covers both what has to be measured in the Internet environment, as well as how you can use Web tools as enablers for your research and assessment.