Book description
Leverage people, processes, activities, information, and technologies to...
Acquire new, more profitable customers
Build long-term customer loyalty
Serve every customer as an individual
Drive powerful marketing opportunities
Increase profits and shareholder value!
The start-to-finish guide to breakthrough customer relationship management!
In Accelerating Customer Relationships, a world-renowned CRM expert shows you how to build knowledge "infostructures" that deliver breakthrough profitability and customer loyalty. Ronald S. Swift walks you step by step through integrating every customer touchpoint: retail, Web, call center, and beyond. Swift covers every aspect of enterprise-wide relationship management—strategies, processes, partnerships, platforms, software, methodologies, and more. Through proven methods, practical examples, and case studies, you'll discover how to create the customer-centric environment to:
Identify what your most profitable customers share in common-then find more customers just like them!
Shorten your sales cycle by anticipating your customer's requirements and expectations more accurately
Manage your channel partnerships and other relationships more profitably
Maintain customer privacy and confidentiality while gaining the benefits of profiling
Calculate the economic value of customer relationship management
Discover the key factors that make or break CRM for your organization
The high-value, loyal customer is the #1 key focal point for growth organizations worldwide! Today's relationship technologies give you an unprecedented opportunity to strengthen and deepen the customer relationships you care about most. Ronald S. Swift can show you how to do it-before your competitors do!
"Ron Swift's book is designed to help you tie the loyalty
knot with your customers. It has the tools, the framework, and the
know-how to deliver customers and profits."
— Martha Rogers, Ph.D.,
Peppers and Rogers Group
and co-author of The One to One Future and One to One
B2B
"When your customers know you know them, your business is bound
for success. Ron Swift's book provides the tools, the framework,
and the know-how to build rock solid CRM and DW strategies to
deliver customers and profits. Ron continues his excellence with
profound and practical knowledge and advice."
— Bill Inmon,
Father of the Data Warehousing concept,
and author of 30 books on Data Warehousing, Decision Support, and
Database Technology
Table of contents
- Copyright
- About the Author
- Preface
-
1. 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?
- Why this Book Is for You!
- Are You Ready for CRM?
- Marketing Communications Strategies
- The Power of Relationship Optimization
- Management Considerations
-
2. 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
- Management Considerations
-
3. 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
- The Enterprise Opportunity
- Preparing for Cultural and Idea Interchanges
- The Role of Technology in Driving Customer Retention and Profitability
- Enabling Customer Retention and Higher Profits
- Who Are Your Customers?
- CRM Enables Customer Segmentation
- Data Data Everywhere
- Enabling the New Marketing Litany: The Four Cs
- Customer Retention
- Knowing the Customer and Using Cross-selling
- Enabling Target Marketing
- The Importance of Enabling Technologies
- The Emergence of Relationship Technologies
- Excellence in Business Transformation: Hallmark Cards
- Management Considerations
-
4. Learning from Information: Data Mining
- The World of Learning from Information Itself
- The Role of Data Mining
- Electronic Commerce
- Operationalizing the Customer-Centric Data Warehouse
- The Data Mining Process
- Using Data Mining and Modeling for Business Problems
- Selection Criteria for Data Mining Technologies
- Management Considerations
-
5. The Stages of Growth for CRM and Data Warehouse
- Leveraging CRM and Data Warehouse: Stages of Learning
- The Six Stages of Growth
- Categorizing Analytical Approaches
- The Types of Decision Support
- Managing the “Stages of Growth” in Customer-Centric Enterprise Info-Structure Environment
- The Info-Structure or Framework
- DW Successes from Long-Term Detailed Historical Enterprise Data
- Any Question—At Anytime—of Any Data—from Any Level of Business
- Mature Data Warehousing and CRM Decision Support
- CRM and the Stages of Growth for Customer-Centricity
- Management Considerations
- 6. Data Warehouse Methodology
-
7. Building the CRM Data Warehouse and Info-Structure
- Defining Your Timeframes and Objectives
- Defining a DW Framework and Building a Data Warehouse
- Building a Data Warehouse in 100 Days
- Phase 1: Analysis & Design
- Phase 2: Implementation
- Phase 3: Reports, Queries, and Analytical Uses
-
8. Critical Success Factors for CRM and DW
- The CSF for Success:
- Strategic “IT and Business” Enterprise CSFs
- Information Infra-Structure CSFs
- Guidelines for Success—Knowing Your Providers
-
Seven Rules for Discussions with CRM Solution Providers
- Rule Number 1: Never Take a Vendor’s Claims at Face Value.
- Rule Number 2: Never Assume a Vendor Reference Is Valid.
- Rule Number 3: Always Talk with the Reference’s IS Staff.
- Rule Number 4: Never Take IS Claims at Face Value.
- Rule Number 5: Always Talk with the Users of the System.
- Rule Number 6: Always Talk Without the Vendor Present.
- Rule Number 7: Always Talk with the Users Without the IS Organization Present.
- Business Questions and Issues
-
Information Technology Questions
- IT Question 1: How Big Is the System?
- IT Question 2: How Much Detail User Data Is on the System?
- IT Question 3: How Much Index Space Is on the System?
- IT Question 4: How Much Summary Data Is on the System?
- IT Question 5: Do Some Applications Go Against Specific Sets of Tables?
- IT Question 6: How Much Workspace Is on the System?
- IT Question 7: Are the Data Mirrored for Recovery?
- IT Question 8: Who Are the Users?
- IT Question 9: Do These Users Have Direct Access to the DW Corporate Historical Detailed Data?
- IT Question 10: How Many Users Utilize this System?
- IT Question 11: How Many Concurrent Users Are Supported?
- IT Question 12: What Types of Access Are Supported?
- IT Question 13: Was this Designed to Replace Another System?
- IT Question 14: What Are the Data Sources?
- IT Question 15: What Is the “Batch” Window?
- IT Question 16: How Do You Get Data In?
- IT Question 17: How Do You Get Data Out?
- IT Question 18: Can I See the Data Model?
- IT Question 19: Do The DBAs Tune All or Most Queries?
- IT Question 20: How Many DBAs and Systems Administrators Does It Take to Really Support the System?
- IT Question 21: If the System Size Doubled Tomorrow, How Many DBAs and SAs Do You Think It Would Take to Support It?
- IT Question 22: What Is the Disaster Recovery Plan?
- IT Question 23: Are You Where You Need to Be Today?
- IT Question 24: How Much Time Do You Spend Training the Vendor?
- IT Question 25: How Long After The Hardware Arrived Did You Deliver Your First Application?
- IT Question 26: If You Started Over Today, What Would You Do Differently?
-
Business Users’ Questions
- User Question 1: What Did You Expect the System to Do?
- User Question 2: Does the System Do What You Expected It to Do?
- User Question 3: Are You Where You Need to Be Today?
- User Question 4: What Else Do You Need?
- User Question 5: How Much Time Has Passed Between When the Contract Was Signed and When You Could Actually Use It?
- User Question 6: If You Started Over Today, What Would You Do Differently?
- Red Flags
- Management Considerations
-
9. Data Privacy: Ensuring Confidence
- The Need for Data Privacy
- Guidelines—The OECD Principles
- Online Privacy Alliance
- The Emerging “P3P Standard”
- European Legislation
-
The Approach to Privacy in Data Warehousing
- Threat and Opportunity
- General Privacy Requirements
- Global Privacy Requirements
- Privacy Impact on Data Warehousing, Data Mining and Database Marketing
- Opt-Out of Direct Marketing
- Disclosure to Third Parties
- Opt-Out of Automated Decisions with Significant Effects (Example: Customer Creditworthiness)
- Notice of “Logic Involved in Automatic Processing”
- “Special Categories” of Data
- “Erasure or Blocking” of Certain Data
- Opportunity for Enhanced Customer Relationship Management
- Building Privacy into the Data Warehouse
- Management Considerations
- 10. Implementing Privacy and Customer Views
-
11. The @ctive Data Warehouse
- A New Breed of Decision Support
- Knowing Differences—Old World Versus Active Info-Structures
- First Generation Implementations—The Refreshment Cycle
- Current Generation Data Warehouse Implementations
- Learn by Having Very Detailed CRM Data About Customers
- The @ctive Data Warehouse Strategy
- Web-Based Business Opportunities
- Paving the Future for Knowledge Commerce
- Coming of Age in the New Age of E-Commerce
- E-commerce and E-business
- Excellence in Business Transformation: Delta Air Lines Takes Off Using Advanced @ctive Data Warehousing for CRM
- Management Considerations
-
12. The Economic Value of CRM
- One-to-One Marketing
- Anticipated Results of CRM—Key Assumptions and Verifications
- How to Get Your Economics Around CRM
-
The Payback from Detailed Information...and the Cost of Not Having It
- High Returns
- Payback Performance
- Nimble Response
- Guarding Against Competition
- Accurate Direct Marketing
- Better Portfolio Management
- Service Versus Profits
- Measuring Success
- Identify Profitable Customers
- Smarter Marketing
- Driving Propensity Models for New Profits
- Channel Analysis
- Keep the Satisfied Customers
- Increasing Productivity
- Retaining (and Gaining) Customers
- Rapid Application Development
- Competitive Speed
- Investment Payback Results
- Advancing Toward Strategic Economics of CRM
- Management Considerations
- 13. The Strategic View of Data Warehousing and CRM
-
14. How Companies Succeed Using CRM, Data Warehousing, and Relationship Technologies
- The Financial Services Industry
- The Manufacturing and Distribution Industries
- The Retailing Industry
- The Airline Travel and Tourism Industries
- Ground Transportation Industry
- The Telecommunications Industry
- The Health Insurance Industry
- The Entertainment Industry
- The Financial Services Industry
- The Manufacturing and Distribution Industries
- The Retail Industry
- The Airline and Tourism Industries
- The Ground Transportation Industry
- The Telecommunications Industry
- The Health Insurance Industry
- The Entertainment Industry
- Management Considerations
- 15. Studies of Communications Industry Implementations
-
A. End Notes and Acknowledgments
- Author’s End Notes
- Chapter 1: Managing Customers
- Chapter 2: The CRM Process
- Chapter 3: The Role of Information Technology
- Chapter 4: Learning from Information Through Data Mining
- Chapter 5: The Stages of Growth of CRM and Data Warehousing
- Chapter 6: Data Warehouse Methodology
- Chapter 7: Building the CRM Data Warehouse and Info-Structure
- Chapter 8: Critical Success Factors for CRM
- Chapters 9 and Chapter 10: Ensuring Confidence and Implementation of Data Privacy
- Chapter 11: @ctive Data Warehouse
- Chapter 12: The Economic Value of CRM
- Chapter 13: The Strategic View of DW and CRM
- Chapter 14: How Companies Succeed Using CRM, Data Warehousing, and Relationship Technologies
- Chapter 15: Study of Implementations Communications Industry CRM
- B. Bibliography/References
Product information
- Title: Accelerating Customer Relationships: Using CRM and Relationship Technologies™
- Author(s):
- Release date: September 2000
- Publisher(s): Pearson
- ISBN: 0130889849
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