CRM in Real Time: Empowering Customer Relationships

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Information Today, Inc., 2008 - Business & Economics - 368 pages
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Based on more than 20 years of experience, this all-inclusive guide shows how to successfully implement Customer Relationship Management (CRM), the largest global software application today in terms of revenue. Combining helpful tips and techniques with a unique blueprint, this study illuminates the myriad issues that are critical to using people, process, and technology to achieve a superior level of customer satisfaction and loyalty. From structuring a team and adjusting operations to addressing data integrity and security concerns, CRM users and their respective firms will learn to adapt to emerging marketplace demands, key technology innovations, and the wireless world. Tackling real-time issues from different angles, this handy reference also includes a collection of appendices offering examples of the sales process, software solutions, service providers, and a glossary of terms.

 

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Contents

A CRM Primer
3
CRM The Right Mix of People
21
Understanding the People Component
29
Securing Executive Alignment
37
CRM Project Communications
47
CRM Strategy Foundation
53
Putting the Customer Back into
63
The Necessity of Training
71
Creating a CRM Business Case
205
Getting Your CRM Business
211
Outsourcing CRM
219
Addressing CRM Security Risks
229
Eight Key Implementation Issues
239
CRM on a Global Basis
247
CRM in Government
253
The Evolving RealTime Enterprise
269

Realizing Effective Process Change
89
Why Business Processes Must
99
CRM and the Evolution of Ebusiness
111
Business Application
135
The Technology Component
149
A Wireless World
163
Understanding Business
168
Using People Process
187
Ten Steps for Creating
287
The Future of CRM Real Time
293
CRM Sales Process Example
305
Top CRM Software Solutions
315
Application Service Providers
325
About the Author
351
Copyright

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About the author (2008)

Barton J. Goldenberg is the founder and president of ISM, Inc., whose clients have included AAA, IBM, Johnson & Johnson, Nestle, Nike, PepsiCo, the U.S. Department of Defense and Postal Service, and Verizon. He is a columnist for CRM Magazine, a contributor to eWeek newsletter and Sales & Marketing Management magazine, and was recognized by CRM Magazine as one of the 10 most influential people in CRM and one of the 20 most influential CRM executives of the year. He is the author of CRM Automation and the benchmark report, Guide to CRM Automation. He lives in Bethesda, Maryland.

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