Performance Driven CRM: How to Make Your Customer Relationship Management Vision a Reality - Hardcover

Brown, Stanley A.; Gulycz, Moosha

Hardcover

ISBN 10: 0470831618 ISBN 13: 9780470831618

Publisher: John Wiley & Sons, 2002

Synopsis

How to tell if--and how much--CRM is working in your firm Enthusiastically adopted by many firms as the way of the future, Customer Relationship Management is now facing its toughest challenge yet: the company evaluation. Measuring what gains CRM has made for your company, if any, is sound business. And Performance--Driven CRM lets you determine how sound your investment in CRM has been, with practical tools for measuring and monitoring CRM initiatives and its impact on operations and the bottom line. Fully equipped with questionnaires, assessment tools, exercises, and action plans, the book also contains case studies and best practice examples from PricewaterhouseCoopersa s global CRM practice, including FedEx, NEC, and Sears. With tips on e--business applications, the book describes how to use Web tools in research and what to measure in an Internet environment. This is an ideal resource for measuring--and maximizing--the return on your firma s CRM investment.

About this title

About the Author

Stanley A. Brown (Toronto, Ontario) is a partner in PricewaterhouseCoopersa Global Customer Relationship Management (CRM) Practice. He is a frequent speaker globally on topics of customer care and CRM, and writes regularly for Sales and Marketing Management Magazine and ICSA News, the newsletter of the International Customer Service Association. He is the author of: Customer Relationship Management (Wiley: 0--471--64409--9), Strategic Customer Care (Wiley: 0--471--64342--4), and What Customers Value Most (Wiley: 0--471--64123--5), and editor of Breakthrough Customer Service (Wiley: 0--471--64232--0). Moosha Gulycz (Toronto, Ontario) is a Principal Consultant with PricewaterhouseCoopersa Customer Relationship Management (CRM)Practice. She is responsible for the Canadian CRM Integrated Multi Channel Solutions services practice. She has spoken across the US and Canada on the topic of the relationship between CRM and Performance Mearsurement.

From the Back Cover

Many organizations have embraced Customer Relationship Management (CRM) as the way of the future and have invested millions of dollars in CRM technology and processes. But how effective is that investment? What should you measure to determine the value your CRM initiatives are delivering to the organization? Performance-Driven CRM shows you how to apply a balanced scorecard approach to your customer care initiatives. This practical hands-on guide provides you with the tools and techniques to measure and monitor, not for control purposes, but to help you make your vision of CRM a reality. Featuring case studies from organizations such as FedEX, NEC, and Johnson Controls, this book covers both what has to be measured in the Internet environment, as well as how you can use Web tools as enablers for your research and assessment.

From the Inside Flap

There is no doubt that in today's business environment, it is becoming increasingly difficult to manage customer relationships profitably. In response, most major organizations have embraced CRM as the way of the future and have invested millions of dollars in CRM technology and processes.

But the hard fact is that, inadvertently, most CRM initiatives fail, crashing upon the rocks of duplicated effort, incompatible business solutions, wasted investment, and an increasingly inconsistent customer experience. But it does not need to happen this way.

CRM can indeed be a powerful strategy, but knowing what it is and what it can do is simply not enough. That's wherePerformance Driven CRM comes in. It goes beyond what CRM is and what it can do for your organization, and offers a proven approach that shows clearly and quantifiably how to accomplish your CRM vision. But it doesn't stop there.

Performance Driven CRM:

• Ensures that your CRM vision becomes reality and fosters a cycle of continuous improvement.
• Delivers the skills needed to identify when customer expectations change and how to respond to them.
• Describes the three critical performance programs necessary to ensure enterprise-wide CRM.
• Provides a performance management program that measures and monitors customer needs, organizational competencies, and quality service.
• Offers highly practical, hands-on, and proven tools for measuring and monitoring CRM initiatives: checklists, quizzes, work steps, planning templates, and more.
• Features case studies and best practices from organizations including FedEx, Marriott, DuPont, Honeywell, Nortel Networks, Capital One, Radio Shack, and Sears.

Performance Driven CRM provides what has been missing up until now from the world of CRM: standards of performance and a balanced scorecard approach for your customer care initiatives.Performance Driven CRM keeps your CRM vision relevant, alive, and achievable, enabling you to drive successful and lasting CRM change.

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2002
• Language: English
• ISBN 10: 0470831618
• ISBN 13: 9780470831618
• Binding: Hardcover
• Number of pages: 320