Accelerating customer relationships : using CRM and relationship technologies (Book, 2001) []
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Accelerating customer relationships : using CRM and relationship technologies

Author: Ronald S Swift
Publisher: Upper Saddle River, NJ : Prentice Hall PTR, ©2001.
Edition/Format:   Print book : EnglishView all editions and formats
Deals with customer relationship management (CRM) and data warehousing. The author, who is vice president of customer relationship management solutions at NCR Corporation, advocates the analysis of customer information and behavior, gathered in databases, to manage short- and long-term relationships. Annotation copyrighted by Book News Inc., Portland, OR.

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Document Type: Book
All Authors / Contributors: Ronald S Swift
ISBN: 0130889849 9780130889843
OCLC Number: 45024516
Description: xxi, 480 pages : illustrations ; 25 cm
Contents: Managing Customer Relationships 1:1 --
Foundations of the Past Drive Our Future --
The Major Types of Customers --
Who Really Knows Their Customers? --
Keeping the Customers You Have --
How You Serve Your Customers Is a Major Competitive Differentiator --
Defining Customer Relationship Management --
Some Companies Do CRM Naturally --
Targeting Profitable Customers --
Positioning Is the Key to Success in Business --
Who Owns the Customer? --
Changes in Customer Positioning --
Using Data Better Enables You to Manage Relationships with Your Customers --
CRM Is Easy for Small Companies --
Large Companies Must Succeed at CRM --
CRM Is Not Easy for Many Companies --
Costs and Benefits of Relationship Management --
Who Is Responsible for CRM? --
Are You Ready for CRM? --
Marketing Communications Strategies --
The Power of Relationship Optimization --
Management Considerations --
Defining Your CRM Process --
Why Create a Process for CRM? --
CRM As a "Process"--Not a Project --
Major Objectives and Benefits of a CRM Process --
From Product Focus to Customer Focus --
The Business View of a Marketing Process --
The CRM Organization's Structure --
Integration of Business, Information, People, Process, and Technology --
Successful Excellence: Israel's Pele-Phone --
Data Warehouse Requirements Definition --
The Role of Information Technology --
The Change from Data to Relationships --
Six Key Enterprise Priorities --
Four Stages of Knowledge Maturity --
Integrating the Business Functions and Info-Structure Provides the Foundation.
Responsibility: Ronald S. Swift.


This book describes how technology supports each critical phase of a successful CRM program.  Read more...


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