Contents

Foreword

Preface

Acknowledgements •

About the author

1 Introduction to customer relationship management

Chapter objectives

Introduction

Strategic CRM

Operational CRM

Analytical CRM

Collaborative CRM

Misunderstandings about CRM

Defining CRM

CRM constituencies

Commercial contexts of CRM

The not-for-profit context

Models of CRM

Summary

References
2 Understanding relationships
Chapter objectives

What is a relationship?

Relationship quality

Why companies want relationships with customers

Why companies do NOT want relationships with customers

Why customers want relationships with suppliers

Why customers do NOT want relationships with suppliers

Customer satisfaction, loyalty and business performance

Researching the satisfaction-profit chain

Relationship management theories

Summary

References

3 Planning and implementing customer relationship management projects

Chapter objectives

Introduction

Educate current investors

Investor relations portals

Employees

Internal marketing

Empowerment

The service-profit chain

Employee relationship management (ERM) software applications

Summary

References
7 Creating values for customers
Chapter objectives

Introduction

Understanding value

Sources of customer value

Customization

Value from products

Value from service

Value from processes

Value from people

Value from physical evidence

Value from customer communication

Value from channels

Summary

References

8 Managing the customer lifecycle: customer Acquisition

Chapter objectives

Introduction

What is a new customer?

Customer value estimates

Prospecting

Key performance indicators of customer acquisition programmes

Making the right offer

Operational CRM tools that help customer acquisition

Support from CRM analytics

Summary

References
9 Managing the customer lifecycle: customer retention
Chapter objectives

Introduction

What is customer retention?

Manage customer retention or value retention?

Economics of customer retention

Which customers to retain?

Strategies for customer retention

Positive customer retention strategies

Learning from research into customer commitment

Context makes a difference

Key performance indicators of customer retention programmes

The role of research

Strategies for customer development

Strategies for terminating customer relationship

Summary

References

10 Managing networks for customer relationship management performance

Chapter objectives

Introduction

What is a network?

Business networks

Network position

What is meant by ‘focal firm’?

Business networks and CRM

The SCOPE of CRM

Supplier networks

Distribution networks

Principles of network management

Management of networks
Management in networks

Research into network competence

Summary

References

11 Managing supplier and partner relationships

Chapter objectives

Introduction

Supplier relationships

Product development

Supplier accreditation programmes

Process alignment

Trends in supplier relationship management

Product development alliances

Electronic procurement

Partners

Partners in value creation

Alliances between non-competing firms

Alliances between competing firms

Category teams

Benchmarking partners

Regulators

Customer advocacy groups

Sponsors

Partners in value delivery

Summary

References

12 Managing investor and employee relationships

Chapter objectives

Introduction
Owner/Investor relationships

Educate current investors

Investor relations portals

Employees

Internal marketing

Empowerment

The service-profit chain

Employee relationship management (ERM) software applications

Summary

References

13 Information technology for customer relationship management

Chapter objectives

Introduction

Origins of CRM technology

The CRM ecosystem

CRM solution

CRM analytics

CRM architecture

Multichannel CRM

Mobile and wireless solutions

Integration

Knowledge management

Automated workflow

Summary

References

14 Sales-force automation
Chapter objectives

Introduction

What is SFA?
The SFA ecosystem

SFA software functionality

SFA adoption

How SFA changes sales performance

Summary

References

15 Marketing automation
Chapter objectives

Introduction

what is marketing automation?

Benefits of marketing automation

Software applications for marketing

Summary

References

16 Service automation
Chapter objectives

Introduction

What is customer service?

What is service automation?

Benefits from service automation

Software applications for service

Summary

References

17 Organizational issues and customer relationship management

Chapter objectives

Introduction

Organizational roles and CRM

Strategic goals of CRM

Conventional customer management structures

Network and virtual organizations

Person-to-person contacts

Key account management

Team selling

Summary

References