Customer Relationship Management: Getting It Right! - Softcover

Kincaid, Judith W.

Softcover

ISBN 10: 013035211X ISBN 13: 9780130352118

Publisher: Pearson P T R, 2002

Synopsis

In Customer Relationship Management: Getting It Right! the former Director of HP's enterprise-wide CRM initiative presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. Through real-world case studies, Judith W. Kincaid addresses both the managerial and technical challenges of CRM. Kincaid's process examples and detailed templates make it easier than ever to get started - and get results.

About this title

From the Back Cover

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 Director of HP's 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 touchpoints: 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

About the Author

JUDITH W. KINCAID is President of JK Associates LLC, a consulting firm specializing in CRM and CRM strategy. Before founding JK Associates, she served as Director, Customer Relationship Management Services at Hewlett-Packard. There, she was responsible for setting the strategic direction for B2B and consumer CRM Services within HP; ensuring that customer perspectives were fully reflected in HP's CRM programs; designing, building, and managing common CRM infrastructure components; and developing and managing HP's Customer Privacy Program.

About this edition

• Publisher: Pearson P T R
• Publication date: 2002
• ISBN 10: 013035211X
• ISBN 13: 9780130352118
• Binding: Paperback
• Number of pages: 400