Table of Contents

1: Introduction to CRM.- Does CRM really pay? A general management perspective.- CRM Definitions — Defining relationship marketing and management.- Customer Relationship Management — An opportunity for competitive advantage?.- Build relationships with customers that competitors find difficult to break.- Implementing the Customer Relationship Management Foundation — Analytical CRM.- e-Everything — Technology-Enabled Customer Relationship Management.- The importance of marketing data intelligence in delivering successful CRM.- Making every customer relationship count — Exploring the business drivers and technology enablers of customer relationship management.- Smart CRM Solutions: The key to competing in the Net Economy.- 2: How to integrate CRM in your business.- The CRM Lifecycle, Without CRM Analytics, your customers won’t even know you’re there.- Closing the Loop to Optimize Customer Relationships.- Unified Customer Interaction.- Implementing a CRM-based Campaign Management Strategy.- Modeling customer relationships — A flexible, integrated architecture enables customer-centric marketing.- Customer Relationship Management: Choosing the appropriate strategy and Data Warehousing technology to win and retain customers.- High-Availability Networks Enable Business-to-Consumer E-Business.- Extended Enterprise Applications. Spotlight Report.- 3: CRM in practice.- Customer-Brand Value.- Customer Focused Marketing — A strategy for success.- CRM. A guide to marketing, sales, and service transformation.- CRM Measurement: Measure up ... or shut up!.- Analytical Customer Relationship Management.- Successful Customer Relationship Management: why ERP, Data Warehousing, Decision Support and Metadata matter.- Building the Business Case Blues or Business Case Blues.-Customer Profitability — Information just isn’t enough.- Building profitable customer relationships with data mining.- CRM Application Service Providers — Risks and rewards.- A realistic view on Customer Relations.- 4: CRM in callcenters.- CRM Success: Call Center Improvement.- Integrating the call-centre with customer information.- CRM, Customer Service and Workflow in the call centre.- Customer Relationship Management in the Internet Age.- The Users Speak: Trends in Call Centers and Web-Based Customer Care.

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About the Author

The Publishing department of SCN Education was founded in 1998 and has built a solid reputation with the production of the HOTT Guide series. Being part of an international IT-training corporation, the editors have easy access to the latest information on IT-developments and are kept well informed by their colleagues. In their research activities for the HOTT Guide series they have established a broad network of IT-specialists (leading companies, researchers, etc) who have contributed to the books.