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雷达卡
Customer Relationship Management
McGraw-Hill
Contents
Preface vii
1. Customer Relationship Management Is Not an Option 1
Customer Relationship Management Defined 2
Technology Does Not Equal Strategy 6
The Power of CRM 8
CRM Success Factors 11
CRM Is Here to Stay 14
2. The Customer Service/Sales Profile 17
Why Call It the Customer Service/Sales Profile? 18
The Three Levels of Service/Sales 20
The Shape of Your Customer Service/Sales Profile 23
Pitfalls of the Customer Service/Sales Profile 27
CRM and Your Profile 28
3. Managing Your Customer Service/Sales Profile 30
Sonjia's Contact Center 30
Maurice's Food Brokerage 34
Managing Initial or Stand-Alone Transactions 38
Managing for Repeat Business 40
Managing for Customer Advocacy 42
4. Choosing Your CRM Strategy 46
CRM Strategy Starting Points 47
Picking the Player 48
Preparing for Your First Meeting 49
The CRM Strategy Creation Meeting(s) 50
Identify Potential Strategies 51
CRM Strategy Selection 53
5. Managing and Sharing Customer Data 57
Return to Your Strategies 57
Data vs. Information 59
Managing Customer Information—Databases 62
Ethics and Legalities of Data Use 70
v
6. Tools for Capturing Customer Information 72
Where to Get the Data and Information 72
The Computer Is Your Friend (but Not
Always Your Best Friend) 80
Believe It or Not 82
7. Service-Level Agreements 86
Service-Level Agreements Defined 86
Three Keys to Effective SLAs 87
Creating an SLA 90
Using SLAs to Support Internal Customer Relationships 95
Making SLAs Work 97
8. E-Commerce: Customer Relationships
on the Internet 99
CRM on the Internet 101
Choosing the Right Vehicle 107
Three Rules for Success on the Road to E-Commerce 109
What Does the Future Hold? 112
9. Managing Relationships Through Conflict 115
Managing the Moment of Conflict 117
“But ‘Nice’ Never Bought Me a Customer” 122
Customer Relationship Management Is an
Early Warning System 127
What if the Customer Is the Problem? 130
10. Fighting Complacency: The “Seven-Year Itch”
in Customer Relationships 132
But They Love Me! 133
The Illusion of Complacency 134
Customer Needs Change 138
Make Parting Such Sweet Sorrow 140
Renew Your Vows 141
11. Resetting Your CRM Strategy 142
Ready, Set, Reset! 143
Phase 1. Are You Hitting Your Target? 143
Phase 2. Does Your CRM Strategy Work for Your People? 145
Phase 3. Time for Change 148
Closing Words 149
Index 153
vi Contents
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