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Author Kostojohn, Scott.

Title CRM fundamentals / Scott Kostojohn, Mathew Johnson, Brian Paulen ; technical reviewer, Tom McKinnie.

Imprint [New York, N.Y.] : Apress, 2011.


Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Description 1 online resource.
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Series The expert's voice in information technology
Expert's voice in information technology.
Summary "CRM fundamentals describes how to successfully build and execute a customer relationship management system, from managing the initial implementation to maintaining and evolving the program over time. It willhelp you identify goals, line up the right people, plan projects, and choose software packages and consultants."--Back cover.
Contents Title Page; Copyright Page; Contents at a Glance; Table of Contents; About the Authors; About the Technical Reviewer; Acknowledgments; Introduction; CHAPTER 1 Introduction; Defining CRM; Purpose of this Book; Sources of CRM Value; Supporting a Data-Driven, Learning Organization; Wringing out Inefficiencies and Increasing Employee Productivity; Case Study: A Sales Process Enhanced by CRM; Providing a Better Customer Experience; Informing Business Decisions; Sales forecasting; Sales management; Product planning; Customer service staffing; Marketing campaign planning; Preparing for CRM.
Preparing Your Organization for ChangeSales management; Product planning; Customer service staffing; Marketing campaign planning; Preparing for CRM; Preparing Your Organization for Change; Data-Driven Culture; Executive support; Communication; Training; Feedback; Recognition; Chapter Summary; CHAPTER 2 Components of CRM Success; People; Executive Sponsor; Steering Committee; Implementation Team; Executive Sponsor; Project Manager; Subject-Matter Experts; IT Representative; User Trainers; Departmental Champions; Consulting Partner Team; Departmental Champions; The CRM Administration Team.
CRM Program LeadCRM Business Analyst; CRM Administrator; CRM Developer; CRM Trainer; Tailoring the People to Your Organization; Process; Operational Processes; Provide Metrics and Visibility to Customer Operations; Improve Customer "Handoffs" Between Departments; Implement and Enforce Structured Sales Methodology; Focus Marketing Spending; Target Marketing Touches; Enable Customer Self-Service; Manage Service Escalations; Analytics; CRM Maintenance Processes; Support; Training; Technology Maintenance and Disaster Recovery; CRM Enhancement Processes; Change Control.
Roadmap Development and ExecutionSample CRM Roadmap: ABC Industries; Technology; CRM Application Infrastructure Overview; Production, Development, and Testing Environments; Source Control; Common CRM Application Functionality; Customers; Marketing; Sales; Service; Security; Configuration and Customization; Reporting; Workflow Automation; Social Media and CRM Applications; Expectations; Setting Expectations for Customer-Facing Employees; Pitfalls; Poor Executive Sponsorship; Not Engaging "Doers" As Stakeholders; Implementing a CRM Program Without a Clear Roadmap; Providing Inadequate Training.
Skipping Data Migration or Data CleanupNot Providing Value to All Stakeholders; Extreme, Flawed Approach #1; Extreme, Flawed Approach #2; Trying to Do Too Much at Once; Summary; CHAPTER 3 Building a CRM Roadmap; Why a Phased Approach to Your CRM Program?; It Takes Too Long; There Are No Opportunities to Incorporate Feedback; Building Your Initial Roadmap; Assess Your Current Situation; Current Business Processes; Current Customer Information Applications; Find the Pain; Strategic Goals; Technology Issues; Red Flags; Split Your CRM Vision into Projects; Line Up the People.
Subject Customer relations -- Management.
Customer relations -- Management -- Data processing.
Electronic commerce.
BUSINESS & ECONOMICS -- Industrial Management.
BUSINESS & ECONOMICS -- Management Science.
BUSINESS & ECONOMICS -- Organizational Behavior.
Customer relations -- Management. (OCoLC)fst00885539
Customer relations -- Management -- Data processing. (OCoLC)fst00885540
Electronic commerce. (OCoLC)fst00906906
Genre/Form Electronic books.
Added Author Johnson, Mathew. Author.
Paulen, Brian. Author.
McKinnie, Tom. Reviewer.
Added Title Customer relations management fundamentals
Other Form: Print version: Kostojohn, Scott. CRM fundamentals. [Berkeley, Calif.] : Apress ; New York : Distributed to the book trade worldwide by Springer Science+Business Media, 2011 9781430235903 (OCoLC)764690923
ISBN 9781430235910 (electronic bk.)
1430235918 (electronic bk.)
9781430235903 (pbk.)
Standard No. AU@ 000048703549
AU@ 000053275674
AU@ 000060365728
AU@ 000062475856
DEBSZ 397270380
NZ1 14263696

Available items only