Handbook of CRM Achieving Excellence through Customer Management 1st Edition by Adrian Payne 0750664371 9780750664370

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ISBN 10: 0750664371

ISBN 13: 9780750664370

Author: Adrian Payne

Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field. It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it. Based on recent knowledge, it is underpinned by: * Clear and comprehensive explanations of the key concepts in the field * Vignettes and full cases from major businesses internationally * Definitive references and notes to further sources of information on every aspect of CRM * Templates and audit advice for assessing your own CRM needs and targets The most lucid, comprehensive and important overview of the subject and an invaluable tool in enabling the connection of the major principles to the real world of business.

Handbook of CRM Achieving Excellence through Customer Management 1st Table of contents:

1 A Strategic Framework for CRM
The origins of CRM
The key principles of relationship marketing
An emphasis on retention of profitable customers
An emphasis on multiple markets
An emphasis on a cross-functional approach to marketing
The rise of CRM
Marketing on the basis of relationships
Viewing customers as business assets
Organizing in terms of processes
From reactive to proactive use of information
Deploying IT to maximize the value of information
Balancing the value trade-off
Developing ‘one-to-one’ marketing
The role of CRM
Varying definitions of CRM
The CRM continuum – three perspectives of CRM
Use of CRM and its terminology
A definition of CRM
Types of CRM
The size and nature of the CRM market
Sector growth within the CRM market
CRM and software vendors
Five key cross-functional CRM processes
The need for a CRM strategic framework

2 The Strategy Development Process
Business strategy
The role of business strategy
Business vision
Industry and competitive characteristics
The new competitive landscape
Putting the new economy in context
Changes in industry structure and evolution
Analysing the industry and competitive environment
Focusing on business strategy
Customer strategy
The role of customer strategy
Customer choice and characteristics: the role of market segmentation
Who is the customer?
Market segmentation
Definition of the relevant market
Criteria for market segment viability
Considering the alternative bases for segmentation
Segment granularity: from mass marketing to ‘one-to-one’ marketing
‘One-to-one’ markets and permission marketing
Mass customization
Communities or segments?
Focusing on customer strategy
Aligning business strategy and customer strategy
CRM strategy development

3 The Value Creation Process
The value the customer receives
The nature of value – what the customer buys
How the core and augmented offer add value
How relationships add value
How brands add value
The value proposition
Formulating the value proposition
The value delivery system
Building the value proposition
Value assessment
Traditional means of customers’ assessment of value
Improving value assessment using trade-off analysis
The value the organization receives
Customer profitability
Why customers differ in their real profitability
Understanding future profit potential

4 The Multi-Channel Integration Process
Channel participants and channel options
The development of electronic channels
Reviewing industry channel structures
Channel participants
Reviewing channel alternatives
Understanding structural change – the role of intermediaries
Disintermediation
Reintermediation
Benchmarking structural change

5 The Information Management Process
The role of information, IT and information management
Information
IT
Information management
The information management process
The technical barriers in CRM
The data repository
Selecting and combining technology options for CRM

6 The Performance Assessment Process
The need for a systematic approach
Understanding the key drivers of shareholder results
Shareholder value, customer value, employee value and cost reduction
Employee value
Customer value
Shareholder value
Cost reduction
Linking shareholder value, employee value, customer value and cost reduction

7 Organizing for CRM Implementation
CRM readiness assessment
CRM maturity assessment
Reviewing your stage of CRM maturity
Identifying barriers to CRM success
Lack of skills
Inadequate investment
Poor data quality and quantity
Failure to understand the business benefits
Functional boundaries
Lack of leadership and top management involvement
Inadequate measurement systems
CRM readiness audit

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