Customer Relationship Management: Getting It Right!

Judith W. Kincaid

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Corporate Governance and Management Customer Service Quality and Loyalty Customer churn and segmentation

Abstract

Build a winning CRM program-one step at a time.This book presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. The former Director of HP's enterprise-wide CRM initiative shows how to identify the elements of CRM most crucial to your organization, then implement infrastructure to deliver on your key priorities, whatever they are. Through real-world case studies drawing on her extensive experience as a CRM leader and consultant, Judith W. Kincaid addresses both the managerial and technical challenges of CRM. Kincaid's authoritative process examples and detailed templates make it easier to get started-and get results. Developing realistic strategic plans and roadmaps customized to your organization Getting started fast, and iterating small steps to powerful success Addressing all customer touchpoints: Web, e-mail, call centers, direct mail, sales contacts, tech support, and more Establishing realistic expectations and metrics Translating your CRM objectives into essential organizational changes Designing integrated customer databases and infrastructure Understanding the crucial interactions between the technical and management aspects of CRM

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2011Customer relationship management implementation 2011What Really Defines Relationship Marketing? A Review of Definitions and General and Sector-Specific Defining Constructs 2012Is Customer Satisfaction an Indicator of Customer Loyalty?2017What Drives Experiential Loyalty Toward Smart Restaurants? The Case Study of KFC in Beijing 2011Effects of e-CRM on customer–bank relationship quality and outcomes: The case of Thailand 2010Customer Relationship Management in Tourism: Management Needs and Research Applications 2014The impact of customer knowledge and customer relationship management on service quality 2018Mechanics of engendering customer loyalty: A conceptual framework

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