Customer Relationship Management: Organizational and Technological Perspectives

Front Cover
Springer Science & Business Media, Mar 19, 2003 - Business & Economics - 172 pages
Companies and financial institutions are employing operational information systems in an efficient way. While they have consolidated a strong level of knowledge in management information systems, there is still a lack of knowledge on the right way to apply customer relationship management (CRM) systems under a business perspective. Most of the companies are still having problems in evaluating how CRM can meet with the expected results. The level of complexity is perceived both under a technological and organizational point of view. A complete innovation process and heavy change management initiatives should be ensured in order to have effective and successful systems. This book offers a solid theoretical and practical perspective on how to face CRM projects, describing the most appropriate technologies and organizational issues that have to be considered. Some explaining cases have been included as well.
 

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Rajola, Federico, Customer Relationship Management : Organizational and Technological Perspectives

Contents

The Theoretical Framework of CRM
9
Main Steps in Evolution
11
13 Research Objectives and Purpose of Present Work
14
CRM Project Organization in the Financial Industry
17
22 CRM Drivers and Key Factors
19
23 Organizational and Technological Evolution of Customer Interaction Points
22
24 CRM in the Banking Industry
23
25 Definition and Purposes of CRM
24
57 Rule Induction and Decision Trees
84
58 Cluster Analysis
86
The Evolution of Customer Relationships and Customer Value
91
62 The Company Culture
92
63 The Organizational Structure
93
64 The Main Processes of Organizations
95
65 Who is the Customer?
96
66 The Customers Life Cycle
100

26 The CRM Ecosystem
26
27 The Organizational Perspective of CRM
29
28 Data Analysis Techniques
30
29 The Main Requirements for a CRM Solution
33
210 A Study on CRM in the Italian Banking Industry
37
211 Conclusions
41
The Organization of Data Warehouse Activities
43
32 The Data Warehouse
44
33 A Definition of Data Warehouse
46
34 Main Issues of the Implementation Process of a Data Warehouse
51
35 Organization of Warehousing Initiatives for Marketing Activities in the Banking Industry
52
Organization of Knowledge Discovery and Customer Insight Activities
61
42 Data Mining
63
Data Mining Techniques
71
52 The Most Prominent Data Mining Systems
72
54 Neural Networks
74
55 Genetic Algorithms
79
56 Fuzzy Logic
83
67 The Concepts of Customer Satisfaction and Loyalty
103
68 Understanding the Role of the Customer
107
69 Satisfaction Loyalty and Defection
110
Main Benefits and Organizational Impacts of CRM within the Bank
113
72 CRM IT and Organizational Approaches
114
73 Change Management and CRM Initiatives
115
Data Mining Systems Supporting the Marketing Function The Experience of Banca Monte dei Paschi di Siena
119
82 Market Evolution
120
83 The Organization of Marketing Initiatives
122
84 The Bank
123
85 The Marketmine Project
127
Project Results
143
Conclusion
149
92 The Adaptation of Data Warehousing in a CRM Project
150
93 Using Data Mining in CRM Projects
151
95 Critical Success Factors
153
References
155
Copyright

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Popular passages

Page 168 - Peppers D., Rogers M. (1997), "The One to One Future: Building Relationships One Customer at a Time", Double Day Publications.
Page 157 - Brown, SA (2000). Customer Relationship Management: Linking People, Process, and Technology. John Wiley & Sons.
Page 163 - Groth R. (1998): Data Mining. A Hands-on Approach for Business Professionals, Prentice Hall PTR, Santa Clara, CA.
Page 169 - Incomplete Contracting Issues in Information Systems Development Outsourcing", Decision Support Systems, 8, 459-477.
Page 170 - BV (edited by) (2001): Customer Relationship Management The Ultimate Guide to the Efficient Use of CRM, Vieweg, Netherland.
Page 170 - Salvemini S. (1988): L'organizzazione dei processi di marketing: alcuni criteri per un assetto organizzativo efficiente, in Studi in onore di Luigi Guatri, Bocconi Comunicazione, Milano.
Page 168 - Millar VE (1985): How Information Gives You Competitive Advantages, Harvard Business Review, July/August.
Page 164 - Information Systems and Organizational Change", in Communications of the ACM Vol. 24, No. 1 Scharer, Laura L. (1983): "User training: Less is more".

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