Customer Relationship Management: Getting It Right!

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 leader of HPs 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 touch points: 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

Table of Contents

Preface

Chapter 1

Chapter 5


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