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| Document Type: | Book |
|---|---|
| All Authors / Contributors: |
Ronald S Swift |
| ISBN: | 0130889849 9780130889843 |
| OCLC Number: | 46843744 |
| Description: | xxi, 480 p. : ill. ; 25 cm. |
| Contents: | Chapter 1 Managing Customer Relationships 1:1 1 -- Foundations of the Past Drive Our Future 1 -- Major Types of Customers 3 -- Who Really Knows Their Customers? 5 -- Keeping the Customers You Have 9 -- How You Serve Your Customers Is a Major Competitive Differentiator 11 -- Defining Customer Relationship Management 12 -- Some Companies Do CRM Naturally 16 -- Targeting Profitable Customers 17 -- Positioning Is the Key to Success in Business 18 -- Who Owns the Customer? 19 -- Changes in Customer Positioning 23 -- Using Data Better Enables You to Manage Relationships with Your Customers 25 -- CRM Is Easy for Small Companies 26 -- Large Companies Must Succeed at CRM 26 -- CRM Is Not Easy for Many Companies 27 -- Costs and Benefits of Relationship Management 28 -- Who Is Responsible for CRM? 29 -- Are You Ready for CRM? 30 -- Marketing Communications Strategies 33 -- Power of Relationship Optimization 35 -- Management Considerations 36 -- Chapter 2 Defining Your CRM Process 37 -- Why Create a Process for CRM? 39 -- CRM As a "Process"--Not a Project 39 -- Major Objectives and Benefits of a CRM Process 42 -- From Product Focus to Customer Focus 43 -- Business View of a Marketing Process 44 -- CRM Organization's Structure 51 -- Integration of Business, Information, People, Process, and Technology 57 -- Successful Excellence: Israel's Pele-Phone 58 -- Data Warehouse Requirements Definition 63 -- Chapter 3 Role of Information Technology 65 -- Change from Data to Relationships 65 -- Six Key Enterprise Priorities 69 -- Four Stages of Knowledge Maturity 69 -- Integrating the Business Functions and Info-Structure Provides the Foundation 71 -- Enterprise Opportunity 71 -- Preparing for Cultural and Idea Interchanges 72 -- Role of Technology in Driving Customer Retention and Profitability 74 -- Enabling Customer Retention and Higher Profits 74 -- Who Are Your Customers? 75 -- CRM Enables Customer Segmentation 75 -- Data Data Everywhere 76 -- Enabling the New Marketing Litany: The Four Cs 77 -- Customer Retention 78 -- Knowing the Customer and Using Cross-selling 80 -- Enabling Target Marketing 81 -- Importance of Enabling Technologies 82 -- Emergence of Relationship Technologies 82 -- Excellence in Business Transformation: Hallmark Cards 88 -- Chapter 4 Learning from Information: Data Mining 93 -- World of Learning from Information Itself 93 -- Role of Data Mining 98 -- Electronic Commerce 99 -- Operationalizing the Customer-Centric Data Warehouse 100 -- Data Mining Process 112 -- Using Data Mining and Modeling for Business Problems 114 -- Selection Criteria for Data Mining Technologies 120 -- Chapter 5 Stages of Growth for CRM and Data Warehouse 123 -- Six Stages of Growth 125 -- Categorizing Analytical Approaches 126 -- Types of Decision Support 127 -- Managing the "Stages of Growth" in Customer-Centric Enterprise Info-Structure Environment 140 -- Info-Structure or Framework 145 -- DW Successes from Long-Term Detailed Historical Enterprise Data 148 -- Any Question--At Anytime--of Any Data--from Any Level of Business 150 -- Mature Data Warehousing and CRM Decision Support 151 -- CRM and the Stages of Growth for Customer-Centricity 153 -- Chapter 6 Data Warehouse Methodology 157 -- Proof Is in the Experience 157 -- Planning Phase 158 -- Design and Implementation Phase 159 -- Usage, Support and Enhancement Phase 162 -- How to Achieve a High Degree of Scalability 166 -- Chapter 7 Building the CRM Data Warehouse and Info-Structure 169 -- Defining Your Timeframes and Objectives 169 -- Defining a DW Framework and Building a Data Warehouse 170 -- Building a Data Warehouse in 100 Days 175 -- Phase 1 Analysis & Design 182 -- Phase 2 Implementation 187 -- Phase 3 Reports, Queries, and Analytical Uses 193 -- Chapter 8 Critical Success Factors for CRM and DW 197 -- Strategics "IT and Business" Enterprise CSFs 199 -- Information Infra-Structure CSFs 204 -- Guidelines for Success--Knowing Your Providers 205 -- Seven Rules for Discussions with CRM Solution Providers 206 -- Business Questions and Issues 208 -- Information Technology Questions 211 -- Business Users' Questions 220 -- Red Flags 221 -- Chapter 9 Data Privacy: Ensuring Confidence 225 -- Need for Data Privacy 225 -- Guidelines--The OECD Principles 228 -- Online Privacy Alliance 232 -- Emerging "P3P Standard" 233 -- European Legislation 235 -- Approach to Privacy in Data Warehousing 239 -- Opportunity for Enhanced Customer Relationship Management 250 -- Building Privacy into the Data Warehouse 251 -- Chapter 10 Implementing Privacy and Customer Views 257 -- Applying the Privacy Policies to a Data Warehouse for CRM 257 -- Opportunities for Managing Your Customers 262 -- P3P Adoption Scenario: Retail Data Warehouse 263 -- Enhanced Personal Data 264 -- Potential Marketing Initiatives 264 -- Using Privacy Views to Implement Privacy in a CRM Environment 265 -- Chapter 11 @ctive Data Warehouse 273 -- A New Breed of Decision Support 273 -- Knowing Differences--Old World Versus Active Info-Structures 274 -- First Generation Implementations--The Refreshment Cycle 275 -- Current Generation Data Warehouse Implementations 277 -- Learn by Having Very Detailed CRM Data About Customers 279 -- @ctive Data Warehouse Strategy 281 -- Web-Based Business Opportunities 283 -- Paving the Future for Knowledge Commerce 284 -- Coming of Age in the New Age of E-Commerce 285 -- E-commerce and E-business 286 -- Excellence in Business Transformation: Delta Air Lines Takes Off Using Advanced @ctive Data Warehousing for CRM 289 -- Chapter 12 Economic Value of CRM 295 -- One-to-One Marketing 295 -- Anticipated Results of CRM--Key Assumptions and Verifications 301 -- How to Get Your Economics Around CRM 303 -- Payback from Detailed Information ... and the Cost of Not Having It 308 -- Advancing Toward Strategic Economics of CRM 316 -- Management Considerations 318 -- Chapter 13 Strategic View of Data Warehousing and CRM 319 -- Sustainable Competitive Advantage (SCA) 320 -- Eternal Struggle of Business 321 -- Strategic Thinking 323 -- Data Warehousing and Strategic Thinking 325 -- A Rising-Tide Strategy 326 -- Data Warehousing and the Strategic Paradox 330 -- Data Warehousing and Maneuverability 332 -- Chapter 14 How Companies Succeed Using CRM, Data Warehousing, and Relationship Technologies 337 -- Financial Services Industry 340 -- Manufacturing and Distribution Industries 351 -- Retail Industry 354 -- Airline and Tourism Industries 369 -- Ground Transportation Industry 381 -- Telecommunications Industry 384 -- Health Insurance Industry 388 -- Entertainment Industry 395 -- Chapter 15 Studies of Communications Industry Implementations 401 -- Oshita Research Project--Focus on Knowledge 401 -- Four-Phase Technique for Research in CRM 402 -- Communications Industry--A Review 403 -- Research Findings 404 -- Understanding Strategic Horizons 420. |
| Responsibility: | Ronald S. Swift. |
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