| Description |
xxi, 370 pages ; 24 cm |
| Series |
Just enough series |
|
Just enough series.
|
| Contents |
Machine derived contents note: Preface xvii -- -- Acknowledgments xxi -- -- -- CHAPTER 1 -- What is CRM and Why is it Important? -- Express Version 1 -- What is CRM? 2 -- Elements of CRM 3 -- The Benefits of CRM 6 -- Cost Savings 6 -- Customer Satisfaction and Loyalty 6 -- Increased Profits 7 -- Increased Internal Accountability 7 -- Employee Satisfaction 7 -- Better Business Intelligence 8 -- What Should you Expect for your Implementation? 8 -- Can CRM Technology Conquer All CRM Challenges? 9 -- CRM Nirvana-What Is It and Is It a Worthwhile Goal? 10 -- Why Does CRM Fail So Often? 12 -- Politics 13 -- People 13 -- Process 14 -- Is CRM Just for the Big Guys? 14 -- Can CRM Work If It's Not Integrated? 15 -- -- -- -- Does CRM Deliver Applications or a Tool Kit? 16 -- What's the Place of IT in CRM Initiatives? 19 -- -- CHAPTER 2 -- Auditing your CRM System 21 -- Express Version 21 -- The Big Question: Do You Need A New CRM System? 22 -- The 5-Minute CRM Test 23 -- Scoring 26 -- Detailed CRM Inventory 26 -- CRM Process 27 -- Ease of Use-For Customers 31 -- ase of Use-For Internal End-Users 33 -- Ease of Maintenance 38 -- Metrics 39 -- Cost 40 -- Bad Reasons to Get a New Tool 41 -- 3ad Reason #1: I Saw a Cool Demo 42 -- 3ad Reason #2: We Need to Keep Up With the Joneses 42 -- 3ad Reason #3: I Don't Have The Latest Technology (But the Current Tool Works) 43 -- 3ad Reason #4: I Got A Call From A Sales Rep 43 -- Good Reasons to Get a New Tool 43 -- We Have No CRM Tool 44 -- We Use A Homegrown Tool 44 -- We Have No Customer Portal 44 -- Our Tool Is Really Slow 45 -- Our Vendor Disappeared 45 -- We Have Time And Resources To Do A Good Job 46 -- -- CHAPTER 3 -- Overview of CRM Selection and Implementation 47 -- Express Version 47 -- A High-Level View of the Entire Process 48 -- Success Factors 49 -- Think Small, Dream Big 49 -- -- -- -- -- Stay In the Box 52 -- Get Users Involved 56 -- Measure Success 58 -- The Three Phases of CRM Projects 60 -- How Long Will it Take? 61 -- Project Complexity 61 -- Timeline for Simple Projects 63 -- Timeline For Moderately Complex Projects 66 -- Timeline For Complex Projects 67 -- Why Timelines Cannot Be Compressed Easily 69 -- Why Vendors Substantially Underestimate Timelines 70 -- Layered Implementations 72 -- How Much Will It Cost? 73 -- -- -- CHAPTER 4 -- The CRM Project Team 77 -- Express Version 77 -- What's a Good CRM Project Team? 78 -- The Executive Sponsor 80 -- Role 80 -- Requirements 81 -- The Project Manager 84 -- Role 84 -- Requirements 86 -- The Business Owners 88 -- Role 88 -- Requirements 89 -- The Super-Users 91 -- Role 91 -- Requirements 92 -- The IT Owner 96 -- Role 96 -- Requirements 97 -- The Technical Staffers 99 -- Role 99 -- -- -- -- -- Requirements 101 -- How Many Resources Does It Really Take? 102 -- New Support-Tracking System, Small Company 103 -- New SFA System, Medium-size Company 105 -- New Integrated CRM System, Medium-size Company 107 -- New Support-tracking System, Large Company 110 -- -- -- CHAPTER 5 -- Rec uirements Definition 113 -- Express Version 113 -- Why Define Requirements? 114 -- How Detailed Should Requirements Be? 115 -- Creating a Requirements List 116 -- Gathering Requirements 116 -- Ranking the Requirements 117 -- When Do I Start Shopping? 120 -- Structure of the Requirements List 121 -- The Vendor 122 -- Success is not All About Features 122 -- Vendor Requirements 123 -- Technical Architecture 124 -- Not Just a Matter for IT 124 -- 'echnical Requirements 126 -- Functionality 129 -- Who Determines the Functionality Requirements? 129 -- vechniques for Specifying Functionality Requirements 130 -- Functionality Requirements 131 -- Cross-Functional Requirements 132 -- Marketing-Automation Requirements 144 -- Sales-Tracking Requirements 144 -- Support-Tracking Requirements 146 -- Im lementation and Maintenance 147 -- Budget 149 -- Template Requirements Checklist 150 -- -- -- -- CHAPTER 6 -- Shopping for CRM Systems 165 -- Express Version 165 -- Shopping with a Purpose 166 -- Creating the Long List 167 -- Categories of CRM Tools 170 -- Name, Names, Names! 178 -- Evaluating Candidates 180 -- Keeping Track 180 -- To RFP or not to RFP? 180 -- Setting Up Productive Vendor Meetings 182 -- Tough Questions for CRM Vendors 188 -- Creating the Short List 190 -- It's a Gradual Process 191 -- Scoring the Requirements 191 -- Define Weights 191 -- On or Off the Short List? 192 -- Sample RFP 193 -- Cover Letter 194 -- RFP Instructions 194 -- Company Information 195 -- Vendor Qualifications 196 -- Product Overview 197 -- Technical Requirements 197 -- Functional Requirements 198 -- Implementation and Support Requirements 198 -- Pricing 199 -- -- -- CHAPTER 7 -- Buying CRM Systems 201 -- Express Version 201 -- The Home Stretch 202 -- Checking References 203 -- Why Do a Reference Check? 203 -- When to Check References 204 -- -- -- -- Picking a Good Reference 204 -- Whom to Ask 207 -- Are References Impartial? 207 -- Who Should Do the Reference Check? 208 -- What to Ask 209 -- Seeing a Demo 214 -- egotiating the Contract 215 -- When Should You Negotiate the Contract? 215 -- Who Should Negotiate the Contract? 216 -- Contract Points to Consider 216 -- etting the Best Price 222 -- Discounts are Meaningless 222 -- Use Good Old Competition 222 -- Understand the Sales Rep's Compensation 223 -- Play the Clock 223 -- Negotiate Now, Buy Later 223 -- Site Licenses 224 -- Focus on Maintenance and Support 224 -- Pay Late 226 -- Odds and Ends 226 -- Are Used-Car Buying Techniques Worthwhile? 227 -- Preparing an ROI Justification 228 -- Costs 228 -- Benefits 230 -- Are ROI Analyses Realistic? 235 -- -- -- CHAPTER 8 -- Selecting an Integrator 237 -- -- E press Version 237 -- hat's An Integrator And Do I Need One? 238 -- When Do I Start Looking for an Integrator? 240 -- Tcol Vendor or Third Party? 241 -- iand Match? 243 -- e Certified Partners Better? 244 -- mplementation Scenarios 245 -- -- -- -- -- Finding Integrators 248 -- Is Small Beautiful? 249 -- Evaluating Integrators 249 -- Integrator Requirements List 250 -- Evaluating the Integrator 254 -- Checking Integrators' References 254 -- Negotiating With Integrators 259 -- Fixed Price or Time and Materials? 260 -- Contract Checklist 261 -- -- -- CHAPTER 9 -- Implementing CRM Systems 263 -- Express Version 263 -- Implementation Overview 264 -- The Kickoff Workshop 265 -- What Should It Cover? 266 -- Who Should Be There? 270 -- How Long Should It Be? 270 -- Where Should It Be Held? 272 -- Who Should Drive It? 272 -- Managing A Successful Workshop 273 -- A Few Technical Notes on the Implementation 275 -- Development/Test/Production Environments 275 -- Data Migration 276 -- Testing 277 -- Use Cases 277 -- Functionality Testing 279 -- Load Testing 280 -- Training 280 -- What Should the Training Cover? 280 -- Who Should Create the Training 281 -- When Should It Be Delivered? 282 -- The Rollout 283 -- Successfully Managing an Implementation 285 -- Milestones 285. -- -- -- -- Status Reports 286 -- Keeping the Tool Vendor in the Loop 287 -- Care and Feeding of the Integrator 287 -- Make the Staffers Productive Onsite 288 -- Make the Staffers Productive Offsite 288 -- Involving the Users 289 -- Internal Promotion 290 -- Customer Promotion 292 -- Focus on Benefits 292 -- Use Many Channels 292 -- To Limit Access or Not? 293 -- Leverage Customer Usage 294 -- Handling Implementation Problems 294 -- You Can't Expect a Trouble-Free Implementation 294 -- Resolving Issues 295 -- Should You Ever Give Up? 296 -- Post-mortem Review 296 -- -- -- CHAPTER 10 -- Measuring Success 299 -- Express Version 299 -- W: y Metrics Matter 300 -- Didn't We Talk About ROI Already? 301 -- Types of Metrics 301 -- Wlhat Makes a Good Metric? 302 -- "angibles vs. Intangibles 303 -- Strategic vs. Operational 304 -- Short-Term or Long-Term? 305 -- Garbage In 306 -- Get the Logging Religion 307 -- Make it Easy to Log 307 -- Capture Customer Satisfaction 308 -- Don't Be Average 310 -- Slicing and Dicing, Babushka-Style 311 -- More is Not Better 312 -- -- -- -- -- -- Marketing and Lead Generation 312 -- Sales 313 -- Support and Service 313 -- The Dashboard Concept 314 -- It's Short 314 -- It Shows Key Metrics Against Targets 315 -- It Shows Trends 315 -- It's Visual 315 -- Streamline Delivery 316 -- Make Metrics Widely Available 316 -- Use Subscriptions 316 -- Make Them Timely 316 -- Make Them Automatic 317 -- Make Tweaking Easy 317 -- Make Spreadsheet Analysis Easy 317 -- Suggested Metrics 317 -- Lead Generation Analysis 318 -- Telesales Productivity 319 -- Sales Pipeline 320 -- Sales Productivity 321 -- Support Productivity 321 -- Support Issue Distribution 322 -- Support Case Aging 323 -- Knowledge Base Productivity 324 -- Customer Satisfaction 325 -- Support Financials Summary 326 -- Top 10 Customers 327 -- Knowledge Base Usage 327 -- Where do I Go From Here? 328 -- -- -- CHAPTER 11 -- Rescuing a Failing CRM Project 331 -- Express Version 331 -- Project Failures 332 -- Step 1: Assess 332 -- Why Projects Fail 332 -- -- -- -- The Assessment Session 333 -- Can the Project be Saved? 337 -- tep 2: Restructure 338 -- tep 3: Restart 340 -- Budget and Schedule 340 -- The Process 340 -- -- -- CHAPTER 12 -- CFM Resources 343 -- Web Sites 343 -- Sites for CRM Information 344 -- Sites for Sales and Marketing 344 -- Sites for Support And Service 345 -- Sites for IT 345 -- Magazines and Trade Publications 346 -- Magazines for Sales and Marketing 346 -- Magazines for Support And Service 346 -- Magazines for CRM 346 -- Magazines for IT 346 -- Books 346 -- Analysts 347 -- Conferences 348 -- -- Glossary 349 -- -- Index 361 |
| Bibliography |
Includes bibliographical references (pages 343-348) and index |
| Subject |
Customer relations -- Management.
|
| LC no. |
2003544966 |
| ISBN |
0131010174 |
|
