| Autore |
Peelen Ed
|
| Edizione | [Second edition.] |
| Pubbl/distr/stampa |
Harlow, England : , : Pearson, , [2013]
|
| Descrizione fisica |
1 online resource (414 pages) : color illustrations, tables
|
| Disciplina |
658.812
|
| Collana |
Always learning
|
| Soggetto topico |
Customer relations - Management
|
| ISBN |
0-273-77497-2
|
| Formato |
Materiale a stampa  |
| Livello bibliografico |
Monografia |
| Lingua di pubblicazione |
eng
|
| Nota di contenuto |
Cover -- Cover2 -- Contents -- Preface -- Acknowledgements -- About the authors -- Publisher's acknowledgements -- PART I: Introduction -- 1: Customer-supplier relationships -- 1.1: History -- 1.2: Description of customer-supplier relationships -- 1.3: The dynamic in relationships -- 1.4: Networks -- 1.5: Conclusion -- Case study: Collateral trust obligations -- QuestIons -- References -- 2: Customer relationship management -- 2.1: The definition of CRM -- 2.2: CRM building blocks -- 2.3: Entrance, applications and success of CRM -- 2.4: Contents of this book -- 2.5: Conclusion -- Case study: CRM at C. Fun Parks -- Questions -- References -- PART II: Strategy and organisation -- 3: CRM as an integral business strategy -- 3.1: The nature of the CRM strategy -- 3.2: The context of the CRM strategy -- 3.3: The results of a successful CRM strategy -- 3.4: Conclusion -- Case Study: Starbucks in the US -- Questions -- References -- 4: The relationship-oriented organisation -- 4.1: The challenge and leadership -- 4.2: Mission -- 4.3: Culture -- 4.4: Structure -- 4.5: People -- 4.6: Communication and information -- 4.7: Systems -- 4.8: Where do we stand? -- 4.9: Conclusion -- Case study: A personal experience: customer focus in healthcare insurance -- Questions -- References -- PART III: Intelligence -- 5: Customer knowledge strategy -- 5.1: The value of customer knowledge -- 5.2: The utilisation of data as an asset -- 5.3: From data to customer knowledge -- 5.4: Privacy -- 5.5: Personal Data Protection Act -- 5.6: Information policy -- 5.7: Conclusion -- Case Study: Customer knowledge at Center Parcs: a life-long holiday! -- Questions -- References -- 6: Customer data management -- 6.1: Customer identification -- 6.2: Expanding the size of the customer database -- 6.3: Customer profiling -- 6.4: Customer data integration -- 6.5: Conclusion.
Case study: Optimisation of addresses for european football -- Questions -- References -- 7: Data analyses and data mining -- 7.1: Experiences with data analysis -- 7.2: The analysis process -- 7.3: Data mining -- 7.4: Conclusion -- Case study: SNS Bank wins CRM Innovator Award -- Questions -- References -- 8: Segmentation and selection -- 8.1: Segmentation study as input for the formulation of marketing strategy -- 8.2: Segmentation research used in compiling the list -- 8.3: Conclusion -- Case study: Alpe d'HuZes -- Questions -- References -- 9: Retention and cross-sell analyses -- 9.1: Retention -- 9.2: Cross-selling -- 9.3: Conclusion -- Case study: Cross-selling within a fully automated convenience store -- Questions -- References -- 10: Management reporting: measuring, learning and optimising -- 10.1: Evaluating the effect of marketing activities on the customer value -- 10.2: Relating marketing investments to life-time value -- 10.3: Experiments -- 10.4: The learning organisation -- 10.5: Conclusion -- Case study: Carglass wins CRM Award -- Questions -- References -- Part IV: Marketing (Managing the exchanges in the relationship) -- 11: The customer proposition -- 11.1: Customisation -- 11.2: Co-creation -- 11.3: The long tail: the complete assortment -- 11.4: Individualisation of the product offering -- 11.5: Individualised pricing policy -- 11.6: Conclusion -- Case study: Nike+ -- Questions -- References -- 12: The relationship policy -- 12.1: Customer asset management: improvement in the size and quality of the customer database -- 12.2: Acquisition policy -- 12.3: Relationship policy by segment -- 12.4: Relationship policy and life events -- 12.5: Relationship policy by relationship phase -- 12.6: Translating the relationship policy into contact moments -- 12.7: Conclusion.
Case study: The relationship between a logistics service provider and its new client -- Questions -- References -- PART V: Channels -- 13: Multichannel management -- 13.1: The multichannel challenge -- 13.2: The key questions underlying a multichannel strategy -- 13.3: Should the multichannel strategy be adapted? -- 13.4: What is the right channel combination? -- 13.5: Translating the channel combination into an integrated multichannel strategy -- 13.6: The business case for a multichannel strategy -- 13.7: Building a multichannel organisation -- 13.8: Performance measurement in the multichannel environment -- 13.9: Stimulating customers to use the channel mix -- 13.10: Conclusion -- Case study: KPN business portal -- Questions -- References -- 14: Personal selling -- 14.1: The role and function of personal sales -- 14.2: Customer selection and customer value -- 14.3: The sales process -- 14.4: Managing the sales process -- 14.5: Information technology and sales -- 14.6: Conclusion -- Case study: Secrets of success for going mobile: Agrifirm wins the CRM award -- Questions -- References -- 15: The online environment -- 15.1: The evolution of the web -- 15.2: Marketing on the social web -- 15.3: Mobile marketing -- 15.4: Marketing on the commercial web -- 15.5: Measuring results -- 15.6: Conclusion -- Case studies: Albert Heijn: where off- and online meet each other -- Harry Potter: a magic brand -- Questions -- References -- 16: Contact centre management -- 16.1: Contact centres described -- 16.2: Determining the service level -- 16.3: Capacity planning -- 16.4: Managing contact satisfaction -- 16.5: Key performance indicators -- 16.6: Managing the development of contact centres -- 16.7: Conclusion -- Case study: Zappos -- Questions -- References -- Part VI: CRM systems and their implementation -- 17: CRM systems -- 17.1: An overview of CRM systems.
17.2: The contact centre -- 17.3: The internet (web 2.0) -- 17.4: Data warehouses and datamarts -- 17.5: Campaign management systems -- 17.6: Content management system -- 17.7: Selecting CRM software package(s) -- 17.8: Conclusion -- Case study: Canada Post delivers on its CRM strategy -- Questions -- References -- 18: Implementation of CRM systems -- 18.1: Reasons for disappointing results -- 18.2: An initial exploration with CRM and how companies handle this -- 18.3: the CRM road map -- 18.4: CRM project management -- 18.5: A different approach to CRM project management -- 18.6: International or cross-division projects (Gentle, 2002) -- 18.7: Conclusion -- Case study: Shell and CRM: one database for 20 million customers -- QuestIons -- References -- 19: The future -- 19.1: Factors which influence the future of CRM -- 19.2: The journey continues -- 19.3: Conclusion -- Questions -- References -- Index.
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| Record Nr. | UNINA-9910150215003321 |
Info
Customer relationship management / / Ed Peelen and Rob Beltman
