The Customer Management Scorecard: Managing CRM for Profit

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Kogan Page Publishers, 2003 - Business & Economics - 428 pages
This volume documents the results of global research on customer management (CM) funded by QCi, IBM and OgilvyOne. It is based on the diagnostic tool developed by QCi, the Customer Management Assessment Tool (CMAT), which is recognized as the global CRM scorecard and benchmark "best practice" standard for assessing how well organizations manage their customers. Drawing on the results of research using CMAT in over 300 leading companies around the world and across a wide variety of sectors, the authors present their findings. The detailed cases illustrate the gains to be made from managing customers well and include: BP; Barclaycard; BskyB; Hyundai; Mobil; Prudential; Smithkline Beecham; John Lewis; NatWest Bank; and Rolls Royce. The accompanying free CD-ROM contains a mini version of CMAT.
 

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Contents

What is CMAT2 Neil Woodcock Michael Starkey and
11
Overall analysis Neil Woodcock Michael Starkey and
21
Customer management around the world Michael Starkey
28
North America 29 Canada 32 Germany 33 Switzerland
34
Japan 38 Importance of these findings
40
Analysis and planning Neil Woodcock Michael Starkey
47
Proposition Neil Woodcock Michael Starkey and Merlin Stone
58
Customer management activity Neil Woodcock
67
UK data warehousing and business intelligence
172
Using advanced data analytics to improve customer
178
Applying IT in customer management Bryan Foss
193
understanding the customer
221
Managing public sector customers Merlin Stone
255
CRM strategy and implementation in telecommunications
281
Businesstobusiness CRM Genevieve Findlay Mark Cerasale
303
Multichannel customer management Matt Hobbs
315

People and organization Neil Woodcock Michael Starkey
77
Information and technology Neil Woodcock
83
Measurement Neil Woodcock Michael Starkey and
94
The customer experience Neil Woodcock Michael Starkey
99
The Dutch insurance industry CMAT study Hans Neerken
121
Trends in customer management Neil Woodcock
130
The business case for customer management Neil Woodcock
137
Guidelines for successful CRM implementation
150
Return on investment on eCRM Mark Cerasale Merlin Stone
161
Permissionbased email Teresa Waring and Antoine Martinez
332
The data lessons of email in CRM Jane McCarthy and
345
Measuring and improving the usability of new media
352
Customer and employee loyalty Colin Livingstone and
363
Declining UK customer service standards Alison Bond and
372
Governance and executive sponsorship in CRM programmes
384
challenges for the future
398
Index
423
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About the author (2003)

Neil Woodcock has worked on customer management projects with multi-national companies in Europe, the Far East, South Africa and the USA, specializing in the use of data to plan, implement and analyse strategies and activities. He has co-authored several books, including Up Close and Personal? and Customer Relationship Marketing (both Kogan Page) and is on the editorial board of the Journal of Customer Relationship Management and the Journal of Database Marketing.

Professor Merlin Stone is one of the UK's top specialists in changing organisational capability to meet the needs of customers and stakeholders. His experience covers many sectors, and he also trains, coaches and mentors senior managers. He is Research Director and Director responsible for the Customer, Citizen and Stakeholder Management Practice at WCL, specialists in change management and customer/stakeholder management.Merlin Stone is author or co-author of many articles and thirty books on transforming marketing, sales and customer service capabilities, including Customer Relationship Marketing, Consumer Insight, Marketing Revolution and Business Solutions on Demand. The UK's Chartered Institute of Marketing listed him in 2003 as one of the world's top 50 marketing thinkers, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is an Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK's Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals and writes for several trade publications.Merlin Stone has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career. He has held senior academic posts at various universities. He is now a part-time professor at Bristol Business School and a visiting professor at several others.

Bryan is an independent non-executive director (NED) and board level adviser. The majority of his work is in Business-to-Business marketing and sales, including Key Account and partner management, SMB marketing and through-the-value-chain distribution management to employees and consumers. Bryan has a combination of commercial, academic and professional roles including as a B2B Council Member and B2B advisor to the Managing Director of the Institute of Direct Marketing.He also provides retained board level advice to businesses creating innovative marketing and sales services for industry, these are often technology based and provide solutions deployed by large scale B2B organisations. Areas of operation include market research, customer experience management, partner management etc - in particular helping business boards to understand how the B2B customer views their core purpose and the transition efforts required to deliver the required customer experience and business results.Bryan is also a Non-Executive board Director at a major UK government department, an Audit Committee member and Chair of Client Standards (for operations accuracy, complaints and appeals). In addition he has been appointed as external adviser to the CEO and programme board of a 3 year 250m Operational Improvement Programme (OIP) project, which includes substantial staff and process change, also web, contact centre and IT systems improvements.Bryan was previously an IBM worldwide banking board member (board turnover in excess of $45bn pa) and executive working with very large and complex B2B transformation projects especially in US, European, Chinese and Asean companies, where unique and complex sales, service and retention challenges have arisen.Bryan has co-authored six Kogan Page business books with Professor Merlin Stone and others and is recognised globally for his cross-industry work on key account management, customer insight, customer experience management, marketing and sales technologies and board effectiveness. He continues to write regularly for online publications.Bryan's post MBA (City University, London) qualifications include Fellow of the Chartered Institute of Marketing (FCIM), Diploma in Marketing (DipM), Member of the Institute of Direct Marketing (MIDM), Fellow of the British Computer Society (FBCS), Chartered Engineer (C Eng) and Chartered Information & Technology Professional (CITP). In addition Bryan holds the Certified Diploma in Accounting and Finance (CDipAF), is a Freeman of the City of London and Liveryman of the Worshipful Company of Marketors and is studying for the Diploma in Company Direction and as a Chartered Director.Bryan can be contacted at bryanfoss@gmail.com or on 07802 214361, his business website is www.fossinitiatives.com

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