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

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9780470831618: Performance-Driven CRM: How to Make Your Customer Relationship Management Vision a Reality
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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 PricewaterhouseCoopers'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 firm's CRM investment.

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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 where Performance 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.

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.

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