Experts estimate that more than fifty percent of all Customer Relationship Management (CRM) implementations will be seen as failures from a company’s viewpoint. However, implemented the right way, CRM is useful, profit-enhancing, and even vital to businesses. Focusing on the implementation of effective customer strategy and driving return (i.e., through customer insight vs. simply loyalty), CRM Unplugged demonstrates how CRM should be defined, approached, and profitably applied to any size business....
CHAPTER 1 A New, More Strategic Approach to CRM. Industry Leaders Show the Way.A Clearer Definition of CRM Is Required. Three Lessons from Leaders. The 1990s saw widespread investment by companies in software applications that automated their sales, service, and marketing processes.
In the euphoria over IT and the Internet in the 1990s and early
2000s, Customer Relationship Management (CRM) took center
stage. Most every major company invested heavily in broad suites of
demand side applications that were supposed to transform interactions
with customers and drive sales and profitability. The logic behind
CRM seemed compelling, and companies invested to the tune of
tens of billions of dollars. Siebel Systems, among others, attained the
status of a stock market darling as sales of software licenses grew exponentially.
CHAPTER 2 A Review of CRM Failures
What Went Wrong with CRM CRM Contributes to a Scary Halloween for Hershey Why CRM Projects Fail. RM is expected to remain an important part of the commercial and government landscape, with projections of 9 percent CAGR between 2003 and 2007.
CHAPTER 3 Strategy First: Aligning CRM with Company Strategy. Using an Analytical Framework for Defining Strategy Distinguishing Competitive Advantage from Other Types of Benefits How Competitive Advantage Manifests Itself in Operations Identify CRM Initiatives That Fortify Competitive Advantage
CHAPTER 6 An Enterprise-Wide Approach to CRM. What Is Customer Strategy and How Does It Help? How Customer Strategy Relates to Corporate and Functional Strategy Key Components of an Effective Customer Strategy Enterprise Marketing Management
CHAPTER 7 Implementing CRM Successfully
Implementation Guidelines for Success. In previous chapters, we showed how the lack of strategic alignment, customer insight, and coordination of customer priorities across functional areas leads to unsatisfactory returns on CRM investments.
CHAPTER 4 Customer Intelligence: The Science of Customer Insight. How Harrah’s Used Customer Insight to Turn the Tables on the Gaming Industry Seven Dimensions of Customer Insight Define a Scientific Process for Leveraging Customer Insight Building Blocks Required to Implement a Customer Insight Infrastructure
CHAPTER 5 Demand Visibility and Response
Demand Visibility Best Practices for Increased Visibility Responding to Market Demand Best Practices for Demand Responsiveness Science of Revenue Management Power of Pricing