04041nam 22006254a 450 991081871760332120200520144314.01-280-34594-297866103459460-471-66383-2(CKB)111090425023732(EBL)184333(OCoLC)614841444(SSID)ssj0000132847(PQKBManifestationID)11145731(PQKBTitleCode)TC0000132847(PQKBWorkID)10039593(PQKB)10662205(MiAaPQ)EBC184333(Au-PeEL)EBL184333(CaPaEBR)ebr10114100(CaONFJC)MIL34594(EXLCZ)9911109042502373220031113d2004 uy 0engur|n|---|||||txtccrCRM unplugged releasing CRM's strategic value /Philip Bligh, Douglas Turk1st ed.Hoboken, N.J. Wileyc20041 online resource (225 p.)Description based upon print version of record.0-471-48304-4 Includes bibliographic references and index.CRM Unplugged Releasing CRM's Strategic Value; About the Authors; Contents; Foreword; Preface; Acknowledgments; 1 A New, More Strategic Approach to CRM; Industry Leaders Show the Way; A Clearer Definition of CRM Is Required; Three Lessons from Leaders; Key Points; 2 A Review of CRM Failures; What Went Wrong with CRM; CRM Contributes to a Scary Halloween for Hershey; Why CRM Projects Fail; Key Points; 3 Strategy First: Aligning CRM with Company Strategy; Using an Analytical Framework for Defining Strategy; Distinguishing Competitive Advantage from Other Types of BenefitsHow Competitive Advantage Manifests Itself in OperationsIdentify CRM Initiatives That Fortify Competitive Advantage; Key Points; 4 Customer Intelligence: The Science of Customer Insight; How Harrah's Used Customer Insight to Turn the Tables on the Gaming Industry; Seven Dimensions of Customer Insight; Define a Scientific Process for Leveraging Customer Insight; Building Blocks Required to Implement a Customer Insight Infrastructure; Key Points; 5 Demand Visibility and Response; Demand Visibility; Best Practices for Increased Visibility; Responding to Market DemandBest Practices for Demand ResponsivenessScience of Revenue Management; Power of Pricing; Key Points; 6 An Enterprise-Wide Approach to CRM; What Is Customer Strategy and How Does It Help?; How Customer Strategy Relates to Corporate and Functional Strategy; Key Components of an Effective Customer Strategy; Enterprise Marketing Management: How Customer Strategy Integrates with Marketing Strategy; Key Points; 7 Implementing CRM Successfully; Implementation Guidelines for Success; Key Points; Epilogue: The Future of CRM; New Marketing ApproachesUnderstanding Financial Metrics Related to CustomersNew Management Approaches Based on Predictive Analysis; Continuous Optimization of Operations; Leveraging Emerging and Specialized Technologies; Harnessing the Benefits of Outsourcing; IndexBuilding and maintaining a customer-centered enterprise cost-effectively is a hot topic and key business issue. This book provides the definitive work on how to derive return from investment. It shows readers strategies for successful CRM implementation into a company, and how to achieve a good ROI through CRM, and also details best practices.Customer relationsManagementCustomer relationsManagementData processingCustomer relationsManagement.Customer relationsManagementData processing.658.8/12Bligh Philip1651668Turk Douglas1651669MiAaPQMiAaPQMiAaPQBOOK9910818717603321CRM unplugged4001757UNINA