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Developing and Implementing a CRM Strategy
Business Intelligence [part of Optima Media Group], Pages: 326
Endorsed by the Institute of Direct Marketing: 'We believe that Developing and Implementing a CRM Strategy is an excellent publication. It is a comprehensive, insightful and practical publication covering the entire field of CRM. It is the recommended reading text for students taking the IDM Certificate in Customer Relationship Management.' Professor Derek Holder, Founder and Managing Director, The Institute of Direct Marketing. Reveals CRM solutions that really work! Customer relationship management is high on the corporate agenda. Recent research carried out by Business Intelligence reveals that six out of ten companies have already started out on the CRM journey and a further quarter are planning to do so. Improved customer profitablity, life-time value and increased sales are just some of the benefits. But CRM is more than customer satisfaction or a new SFA system, more than developing a new website or call centre. Being customer-centric is a whole new way of doing business. It could completely transform the way your company operates and will have major implications for people, processes and technology. Planning for and managing change in these three key areas is crucial - neglect any of them and your CRM programme will hardly get off the ground. This major new report gives step by step guidance on how to succeed in each of these areas, providing an integrated and powerful base for implementing a CRM strategy tailored to meet the needs of your organization and its customers. Drawing on the experiences of companies which have already found solutions to the CRM problems and challenges you're bound to face, Developing and Implementing a CRM Strategy reveals how to adopt the CRM programme which will enable your organization to achieve its goals. There are no quick-fix solutions or one-size-fits-all approaches when it comes to CRM. This report explains how to plan and implement an integrated, end-to-end CRM strategy which will work for you. Proven approaches and practices from international organizations In-depth case studies of organizations which have already begun to transform themselves through CRM A unique CRM Strategy Planner takes you step-by-step through all the development and implementation stages Benchmark your own progress against the CRM leaders Develop an effective CRM measurement strategy Make the right IT choices for your organization Critical success factors help you develop your strategy and track progress How to avoid 'easy solutions' which don't deliver Exclusive research reveals insights into the CRM plans and strategies of over 100 leading organizations The unvarnished truth about CRM - from the front line Leading international organizations from a wide range of industries explain their CRM strategies and programmes. They reveal what's working for them, what they've achieved and what lessons are to be learnt from their experiences: Automobile Association * Bank of America * Boehringer Ingelheim * McGraw-Hill Higher Education * Royal Bank of Canada * RS Components * Shell Europe Oil Products
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