CRM in Real Time : Empowering Customer Relationships
Contents: Preface. Introduction. I. An introduction to CRM: 1. A CRM primer. 2. CRM: the right mix of people, process, and technology. II. People issues: 3. Understanding the people component. 4. Executive support: the single-most important CRM success factor. 5. Securing executive alignment for your CRM initiative. 6. Executive take charge. 7. Tips for improving user adoption. 8. CRM project communications. 9. CRM strategy foundation. 10. Putting the "customer" back into CRM. 11. The necessity of training. 12. Ensuring consistent customer service. III. Process issues: 13. Realizing effective process change. 14. Understanding business process review. 15. Why business processes must precede technology. 16. The importance of data integrity. 17. CRM and the evolution of business. IV. Business application and technology issues: 18. CRM business application trends. 19. The technology component. 20. Key CRM technology trends. 21. A wireless world. 22. CRM software selection tips. V. Critical issues: 23. Using people, process, and technology to differentiate. 24. Ten steps to effective CRM implementation. 25. Creating a CRM business case. 26. Getting your ?CRM business prioritization right. 27. Outsourcing CRM. 28. Addressing CRM security risks. 29. Eight key implementation issues. 30. CRM on a global basis. 31. CRM in Government. VI. The future: 32. The evolving real time enterprise. 33. Ten steps for creating a real time enterprise. 34. The future of CRM: real time. 35. Web 2.0 and the digital client. Appendices. Index.
"This comprehensive guide to customer relationship management (CRM) draws on Barton Goldenberg\'s 20 years of experience guiding firms to a successful implementation of CRM solutions and techniques. Goldenberg demonstrates how the right mix of people, process, and technology can help firms achieve a superior level of customer satisfaction, loyalty, and new business.
Beginning with a primer for executives who need to get quickly up-to-speed on CRM, Goldenberg covers a full range of critical issues including integration challenges and security concerns, and illuminates CRM\'s key role in the 24/7/365 real-time business revolution.
CRM in Real Time is an essential guide for any organization seeking to maximize customer relationships, coordinate customer-facing functions, and leverage the power of the Internet as business goes real time."
