Customer Relationship Management
By Ed Peelen
Financial Times / Pearson Education Limited
July 2005
ISBN: 027368177X
450 Pages, Illustrated
$97.50 paper original
Customer Relationship Management examines the entire scope of this subject including strategy, organization, marketing and information technology. This book blends together theory and practice to achieve a thorough discussion of CRM, thus helping the reader to answer questions such as "What should our business strategy be?" and "How do we translate CRM business strategy into marketing?" This book is suitable for advanced marketing and business undergraduate and MBA students and also students on the following courses: Customer Relationship Management, Direct Marketing, Relationship Marketing, Database Management or Business Intelligence.
Contents
Preface
About the author
1 Introduction 1.1 Definition 1.2 CRM as a business strategy 1.3 Elements of CRM 1.4 CRM Processes and systems 1.5 Entrance, applications and success of CRM 1.6 Contents of this book 1.7 Conclusion Case study: We have got a huge success on our hands Questions References Part I Strategy and Organisation of CRM
2 Customer-supplier relationships 2.1 History 2.2 Description of customer-supplier relationships 2.3 The dynamic in relationships 2.4 Communities 2.5 Conclusion Case study: The relation between a logistics service provider and its new client Questions References
3 CRM as an integral business strategy 3.1 The nature of the CRM strategy 3.2 The context of the CRM strategy 3.3 The results of a successful CRM strategy 3.4 Conclusion Case study: Orange Line Questions References
4 The relationship-oriented organisation 4.1 Mission 4.2 Culture 4.3 Structure 4.4 People 4.5 Communication and information 4.6 Systems 4.7 Where do we stand? 4.8 Conclusion Case study: Telecom Italia Mobile cuts churn and increases value Questions References PART II CRM Marketing Aspects
5 Customer knowledge 5.1 The value of customer knowledge 5.2 The utilisation of data as an asset 5.3 From data to customer knowledge 5.4 Privacy 5.5 Personal Data Protection Act 5.6 Information policy 5.7 Conclusion Case study: Customer knowledge at Center Parcs: a life-long holiday! Questions References
6 Communications and multichannels 6.1 Multichannels defined 6.2 The channels 6.3 Customers and the use of the channels 6.4 Influence of the channels on pricing and the formation of relationships 6.5 Recommendations on multichannel communication 6.6 Conclusion Case study: Secrets of success for going mobile Questions References
7 The individualised customer proposition 7.1 Customisation 7.2 Individualisation of the product offering 7.3 Individualised pricing policy 7.4 Conclusion Case study: Fokker Services: total integrated solutions Questions References
8 The relationship policy 8.1 Improvement of the size and quality of the customer database 8.2 Relationship policy per segment 8.3 Relationship policy by relationship phase 8.4 Translating the relationship policy into contact moments 8.5 Loyalty programmes 8.6 Conclusion Case study: In-House Gifts launches customer loyalty portal for financial services industry Questions References
PART III Analytical CRM
9 Relationship data management 9.1 Customer identification 9.2 Expanding the size of the customer database 9.3 Customer profiling 9.4 Conclusion Case study: Optimisation of addresses for EURO 20 Questions References
10 Data analyses and datamining 10.1 Experiences with data analysis 10.2 The analysis process 10.3 Datamining 10.4 Conclusion Case study: Reaping the benefits of customer insight Questions References
11 Segmentation and selections 11.1 Segmentation study as input for the formulation of the marketing strategy 11.2 Segmentation research used in compiling the list 11.3 Conclusion Case study: Garnier, The Beauty Bank (IDM Business Performance Award 2003 - silver winner) Questions References
12 Retention and cross-sell analyses 12.1 Retention 12.2 Cross-selling 12.3 Conclusion Case study: Cross-selling within a fully automated convenience store Questions References
13 The effects of marketing activities 13.1 Evaluating the effect of marketing activities on the customer value 13.2 Experiments 13.3 The learning organisation 13.4 Conclusion Case study: Proteq Direct: testing e-mail marketing is effective Questions References
14 Reporting results 14.1 Lifetime value 14.2 Alternatives for lifetime value 14.3 Balanced score card 14.4 Conclusion Case study: A different ending to the end-of-year promotion of fitness centre, Yacht Questions References PART IV Operational CRM
15 Call centre management 15.1 Call centres described 15.2 Call centres and human resources 15.3 Determining the service level 15.4 Capacity planning 15.5 Managing satisfaction using telephone contact 15.6 Managing the quality of contacts through other channels 15.7 Key performance indicators 15.8 Conclusion Case study: Life of a novice call centre agent Questions References
16 Internet and the website 16.1 Traffic building 16.2 Starting points for providing quality during the visit 16.3 Creating quality during the visit 16.4 From visit to transaction 16.5 From transaction to delivery 16.6 From delivery to retention 16.7 Measuring the results 16.8 Conclusion Case study: Wolters J. Thomson and the Internet Questions References
17 Direct mail 17.1 The position of direct mail 17.2 The process of developing, producing, sending and following-up direct mailings 17.3 Effective direct mail messages 17.4 Conclusion Case study: Pampers: relationship building using multiple channels (IDM Business Performance Award 2002: bronze winner) Questions References PART V CRM Systems and their Implementation
18 CRM systems 18.1 Overview of CRM systems 18.2 The call centre 18.3 The Internet and the website 18.4 Data warehouse and datamart 18.5 Campaign management systems 18.6 Content management system 18.7 Suppliers of CRM systems 18.8 Conclusion Case study: Canada Post delivers on its CRM strategy Questions References
19 Implementation of CRM systems 19.1 Causes for disappointing results 19.2 An initial exploration with CRM and how companies handle this 19.3 The CRM road map . . . 19.4 CRM project management 19.5 International or cross-division projects 19.6 Conclusion Case study: Shell and CRM: one database for
20 million customers Questions References 20 The future 20.1 Factors which influence the future of CRM 20.2 The continuation of the journey 20.3 Conclusion Questions References Index
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