CRM Automation

Barton J. Goldenberg

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商品描述

Barton Goldenberg shares his unparalleled practical expertise on everything from security to internationalization, helping you avoid disastrous missteps—and transform the potential of CRM into long-lasting competitive advantage.

  • Identify your goals and customize a CRM strategy for your enterprise
  • Understand the 8 key issues that will make or break your CRM initiative
  • Learn about the top 30 CRM software offerings
  • Find out what 12 crucial questions you should ask before selecting a software vendor
  • Preview tomorrow's advances in CRM—to better position yourself and take advantage of a ever-changing environment.
"This is the only book on CRM that has made it to my credenza."

—Stan Davis, Author of Blur and Lessons from the Future

"CRM Automation is a blueprint for a successful CRM implementation."

—Ken Blanchard, Coauthor, The One Minute Manager

"Barton Goldenberg's bottom-line approach to CRM makes this book a necessity to any company concerned with ROI."

—Beth Struckell,
VP general manager of food service and vendor sales,
a division of PepsiCo

"CRM Automation gets to the heart of what a successful CRM implementation is all about-People, Process, and Technology. You can save hundreds of hours and thousands of dollars by reading this book before launching a CRM initiative."

—Bob McLaughlin, former vice-president, McGraw-Hill

"Goldenberg's 18 years of experience and 300 deployments are wrapped up between the two covers of CRM Automation."

—Wolfgang Martin, independent analyst and research fellow,
METAGroup

"Barton Goldenberg understands the CRM marketplace and the needs of businesses seeking a competitive edge. CRM Automation is a valuable resource for companies pursuing truly customer-centric business strategies."

—Carol Burch, senior vice president of global business development for CRM,
SAP AG

"Barton Goldenberg proves once again that he is ahead of the curve in understanding the direction and future of customer relationship management."

—Patrick Bultema, CEO and president,
FrontRange Solutions, Inc.

Table of Contents

Preface.
About the Author.
1. Customer Relationship Management (CRM)—An Overview
2. CRM: A Working Definition.
3. Successful CRM: Getting the People, Process, and Technology Mix Right.
4. CRM Strategy Formulation.
5. Determining CRM Business Processes.
6. CRM Business Application Trends.
7. CRM Technology Trends.
8. CRM: Benefits and Problems.
9. A Blueprint for Effective Customer Relationship Management.
10. Creating Your CRM Business Case.
11. CRM Software Selection and Implementation Roadmap.
12. CRM System: Requirements Analysis.
13. How to Write Your Systems Specifications Document.
14. Sizing Up Your CRM Software Vendor.
15. The Importance of CRM Project Communications.
16. Eight Key Implementation Issues for Effective CRM Systems.
17. The Necessity of Training, a Good Help Desk, and Effective Systems Administration.
18. E-Business and CRM.
19. E-Service and CRM.
20. Ensuring Consistent Customer Service across Channels.
21. E-Marketing and CRM.
22. Knowledge Management and CRM.
23. Application Service Providers (ASP): An Overview.
24. Addressing CRM System Security Risks.
25. The Importance of Data Integrity.
26. CRM: An International Perspective.
27. The Future Direction of CRM.
Appendix A: ISM's Top 30 CRM Software Selections.
Appendix B: Sources to Assist in CRM Software Selection.
Appendix C: Software Categories, Vendors, and Pricing.
Appendix D: Glossary of Terms.
Index

商品描述(中文翻譯)

Barton Goldenberg分享了他在安全性到國際化等方面的無與倫比的實踐經驗,幫助您避免災難性的錯誤,並將CRM的潛力轉化為持久的競爭優勢。

- 確定您的目標並為您的企業定制CRM策略
- 了解將決定您的CRM計劃成敗的8個關鍵問題
- 了解前30個CRM軟件提供商
- 在選擇軟件供應商之前,了解應該提出的12個關鍵問題
- 預覽CRM的未來發展,以更好地定位自己並利用不斷變化的環境的機會

“這是唯一一本放在我的書架上的CRM書。” - Stan Davis,《模糊》和《未來的教訓》的作者

“CRM自動化是成功CRM實施的藍圖。” - Ken Blanchard,《一分鐘經理》的合著者

“Barton Goldenberg對CRM的底線方法使這本書成為任何關心投資回報率的公司的必讀之物。” - Beth Struckell,百事公司食品服務和供應商銷售部門副總經理

“CRM自動化深入探討了成功CRM實施的核心-人、流程和技術。在啟動CRM計劃之前閱讀這本書,您可以節省數百個小時和數千美元。” - Bob McLaughlin,前麥格羅希爾副總裁

“Goldenberg的18年經驗和300個部署都包含在CRM自動化的兩個封面之間。” - Wolfgang Martin,獨立分析師和METAGroup研究員

“Barton Goldenberg瞭解CRM市場和追求競爭優勢的企業的需求。CRM自動化對於追求真正以客戶為中心的業務策略的公司來說是一個寶貴的資源。” - Carol Burch,SAP AG全球業務發展高級副總裁

“Barton Goldenberg再次證明他在理解客戶關係管理的方向和未來方面處於領先地位。” - Patrick Bultema,FrontRange Solutions, Inc.的首席執行官和總裁

目錄:
- 前言
- 關於作者
- 1. 客戶關係管理(CRM)-概述
- 2. CRM:一個工作定義
- 3. 成功的CRM:正確地結合人、流程和技術
- 4. CRM戰略制定
- 5. 確定CRM業務流程
- 6. CRM業務應用趨勢
- 7. CRM技術趨勢
- 8. CRM:益處和問題
- 9. 有效客戶關係管理的藍圖
- 10. 創建您的CRM業務案例
- 11. CRM軟件選擇和實施路線圖
- 12. CRM系統:需求分析
- 13. 如何撰寫系統規格文件
- 14. 評估CRM軟件供應商
- 15. CRM項目溝通的重要性
- 16. 有效CRM系統實施的八個關鍵問題
- 17. 培訓、良好的幫助台和有效的系統管理的必要性
- 18. 電子商務和CRM
- 19. 電子服務和CRM
- 20. 確保跨渠道提供一致的客戶服務
- 21. 電子營銷和CRM
- 22. 知識管理和CRM
- 23. 應用服務提供商(ASP):概述
- 24. 解決CRM系統安全風險
- 25. 數據完整性的重要性
- 26. CRM:國際視角