Customer Relationship Management examines the entire scope of this
subject including strategy, organisation, marketing and information technology. This
book blends together theory and practice to achieve a thorough discussion of CRM, thus
helping the reader to answer questions such as "What should our business strategy
be?" and "How do we translate CRM business strategy into marketing?"
This book is suitable for advanced marketing and business undergraduate and MBA
students and also students on the following courses: Customer Relationship Management,
Direct Marketing, Relationship Marketing, Database Management or Business Intelligence.
Features
- Case studies provide a basis for class discussion or assessment on an in-depth set of
issues. This drives home real world examples to reinforce concepts.
- 'Practitioner Insight' boxes throughout the text illustrate CRM in a practical context.
- Review questions at the end of each chapter help test students' knowledge.
- Chapters of book presented in modular format to allow it to fit with any CRM syllabus.
- OneKey Instructor Online Resources include Instructor's Manual and PowerPoint slides.
Contents
Preface
About the author
1 Introduction
1.1 Definition
1.2 CRM as a business strategy
1.3 Elements of CRM
1.4 CRM Processes and systems
1.5 Entrance, applications and success of CRM
1.6 Contents of this book
1.7 Conclusion
Case study: We have got a huge success on our hands
Questions
References
Part I Strategy and Organisation of CRM
2 Customer-supplier relationships
2.1 History
2.2 Description of customer-supplier relationships
2.3 The dynamic in relationships
2.4 Communities
2.5 Conclusion
Case study: The relation between a logistics service provider and its new client
Questions
References
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: Orange Line
Questions
References
4 The relationship-oriented organisation
4.1 Mission
4.2 Culture
4.3 Structure
4.4 People
4.5 Communication and information
4.6 Systems
4.7 Where do we stand?
4.8 Conclusion
Case study: Telecom Italia Mobile cuts churn and increases value
Questions
References
PART II CRM Marketing Aspects
5 Customer knowledge
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 Communications and multichannels
6.1 Multichannels defined
6.2 The channels
6.3 Customers and the use of the channels
6.4 Influence of the channels on pricing and the formation of relationships
6.5 Recommendations on multichannel communication
6.6 Conclusion
Case study: Secrets of success for going mobile
Questions
References
7 The individualised customer proposition
7.1 Customisation
7.2 Individualisation of the product offering
7.3 Individualised pricing policy
7.4 Conclusion
Case study: Fokker Services: total integrated solutions
Questions
References
8 The relationship policy
8.1 Improvement of the size and quality of the customer database
8.2 Relationship policy per segment
8.3 Relationship policy by relationship phase
8.4 Translating the relationship policy into contact moments
8.5 Loyalty programmes
8.6 Conclusion
Case study: In-House Gifts launches customer loyalty portal for financial
services industry
Questions
References
PART III Analytical CRM
9 Relationship data management
9.1 Customer identification
9.2 Expanding the size of the customer database
9.3 Customer profiling
9.4 Conclusion
Case study: Optimisation of addresses for EURO 20
Questions
References
10 Data analyses and datamining
10.1 Experiences with data analysis
10.2 The analysis process
10.3 Datamining
10.4 Conclusion
Case study: Reaping the benefits of customer insight
Questions
References
11 Segmentation and selections
11.1 Segmentation study as input for the formulation of the marketing strategy
11.2 Segmentation research used in compiling the list
11.3 Conclusion
Case study: Garnier, The Beauty Bank (IDM Business Performance Award 2003 -
silver winner)
Questions
References
12 Retention and cross-sell analyses
12.1 Retention
12.2 Cross-selling
12.3 Conclusion
Case study: Cross-selling within a fully automated convenience store
Questions
References
13 The effects of marketing activities
13.1 Evaluating the effect of marketing activities on the customer value
13.2 Experiments
13.3 The learning organisation
13.4 Conclusion
Case study: Proteq Direct: testing e-mail marketing is effective
Questions
References
14 Reporting results
14.1 Lifetime value
14.2 Alternatives for lifetime value
14.3 Balanced score card
14.4 Conclusion
Case study: A different ending to the end-of-year promotion of fitness centre,
Yacht
Questions
References
PART IV Operational CRM
15 Call centre management
15.1 Call centres described
15.2 Call centres and human resources
15.3 Determining the service level
15.4 Capacity planning
15.5 Managing satisfaction using telephone contact
15.6 Managing the quality of contacts through other channels
15.7 Key performance indicators
15.8 Conclusion
Case study: Life of a novice call centre agent
Questions
References
16 Internet and the website
16.1 Traffic building
16.2 Starting points for providing quality during the visit
16.3 Creating quality during the visit
16.4 From visit to transaction
16.5 From transaction to delivery
16.6 From delivery to retention
16.7 Measuring the results
16.8 Conclusion
Case study: Wolters J. Thomson and the Internet
Questions
References
17 Direct mail
17.1 The position of direct mail
17.2 The process of developing, producing, sending and following-up direct mailings
17.3 Effective direct mail messages
17.4 Conclusion
Case study: Pampers: relationship building using multiple channels (IDM Business
Performance Award 2002: bronze winner)
Questions
References
PART V CRM Systems and their Implementation
18 CRM systems
18.1 Overview of CRM systems
18.2 The call centre
18.3 The Internet and the website
18.4 Data warehouse and datamart
18.5 Campaign management systems
18.6 Content management system
18.7 Suppliers of CRM systems
18.8 Conclusion
Case study: Canada Post delivers on its CRM strategy
Questions
References
19 Implementation of CRM systems
19.1 Causes for disappointing results
19.2 An initial exploration with CRM and how companies handle this
19.3 The CRM road map
19.4 CRM project management
19.5 International or cross-division projects
19.6 Conclusion
Case study: Shell and CRM: one database for 20 million customers
Questions
References
20 The future
20.1 Factors which influence the future of CRM
20.2 The continuation of the journey
20.3 Conclusion
Questions
References
Index
Paperback, 450 pages
