Customer Relationship Management: Organizational and Technological Perspectives
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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The Theoretical Framework of CRM
Main Steps in Evolution
13 Research Objectives and Purpose of Present Work
CRM Project Organization in the Financial Industry
22 CRM Drivers and Key Factors
23 Organizational and Technological Evolution of Customer Interaction Points
24 CRM in the Banking Industry
25 Definition and Purposes of CRM
57 Rule Induction and Decision Trees
58 Cluster Analysis
The Evolution of Customer Relationships and Customer Value
62 The Company Culture
63 The Organizational Structure
64 The Main Processes of Organizations
65 Who is the Customer?
66 The Customers Life Cycle
26 The CRM Ecosystem
27 The Organizational Perspective of CRM
28 Data Analysis Techniques
29 The Main Requirements for a CRM Solution
210 A Study on CRM in the Italian Banking Industry
The Organization of Data Warehouse Activities
32 The Data Warehouse
33 A Definition of Data Warehouse
34 Main Issues of the Implementation Process of a Data Warehouse
35 Organization of Warehousing Initiatives for Marketing Activities in the Banking Industry
Organization of Knowledge Discovery and Customer Insight Activities
42 Data Mining
Data Mining Techniques
52 The Most Prominent Data Mining Systems
54 Neural Networks
55 Genetic Algorithms
56 Fuzzy Logic
67 The Concepts of Customer Satisfaction and Loyalty
68 Understanding the Role of the Customer
69 Satisfaction Loyalty and Defection
Main Benefits and Organizational Impacts of CRM within the Bank
72 CRM IT and Organizational Approaches
73 Change Management and CRM Initiatives
Data Mining Systems Supporting the Marketing Function The Experience of Banca Monte dei Paschi di Siena
82 Market Evolution
83 The Organization of Marketing Initiatives
84 The Bank
85 The Marketmine Project
92 The Adaptation of Data Warehousing in a CRM Project
93 Using Data Mining in CRM Projects
95 Critical Success Factors
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