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Knowledge Management and CRM
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Knowledge Management and CRM
by Barton J. Goldenberg
CRM Automation
Copyright
~ Reviews ~
Preface
About the Author
Customer Relationship Management (CRM)—An Overview
Butting Life Cycles
Why the Current Doom and Gloom?
Summary
CRM: A Working Definition
Components of CRM
Summary
Successful CRM: Getting the People, Process, and Technology Mix Right
People
Process
Technology
Integrating People, Process, and Technology
Summary
CRM Strategy Formulation
The 10-Step Approach to Formulating a Successful CRM Strategy
Summary
Determining CRM Business Processes
The Eight-Step Process Review Procedure
Summary
CRM Business Application Trends
Increased Consolidation and Mergers Among CRM Vendors
Increasing Product and Marketing Focus on the Small to Mid-Market Niche
Movement Toward CRM Solutions with Web-Based Architectures
Increased Use of Analytical Tools in CRM Solutions
Increased Integration with GIS in CRM Solutions
Increasing Availability of Customer Lifetime Value Tools
Increased Capability for Lead Management
Increasing Availability of Supply Chain Management Functionality
Summary
CRM Technology Trends
Client/Server to N-Tiered
Portal Architecture
Field Force Automation
Configuration Tools
Wireless Components
XML Is Playing a Major Role
Web Services
Enterprise Application Integration
Application Server/Framework Architecture
ASP-Enabled Applications
Enterprise/Satellite Server Architecture
CRM and CCC Modules
Multilingual/Multicurrency
Graphical Workflow Mapping Tools
Business Intelligence
Summary
CRM: Benefits and Problems
Benefits of CRM
Problems with CRM
Summary
A Blueprint for Effective Customer Relationship Management
Step 1: Organize Your Project Management Team
Step 2: Determine the Functions to Automate
Step 3: Gain Top Management Support and Commitment
Step 4: Employ Technology Smartly
Step 5: Secure User Ownership
Step 6: Prototype the System
Step 7: Train Users
Step 8: Motivate Personnel
Step 9: Administrate the System
Step 10: Keep Management Committed
Summary
Creating Your CRM Business Case
Executive Summary
Financials
Recommended Technical Solutions
Key Risks and Mitigating Factors
Operational/Organizational Impact
Appendices
Summary
CRM Software Selection and Implementation Roadmap
Avoid the Quick Fix—Do Your Homework
Components of an Effective CRM Software Selection Process
Summary
CRM System: Requirements Analysis
Business Functional Requirements for Your CRM System
Technical Features Requirements for Your CRM System
User Friendliness/Support Requirements for Your CRM System
Summary
How to Write Your Systems Specifications Document
Writing an RFP
Summary
Sizing Up Your CRM Software Vendor
The 12-Question Software Vendor Evaluation Test
Summary
The Importance of CRM Project Communications
Announce Your CRM Efforts Internally
Carefully Select Your Superuser Group
Manage Your Communications to All CRM Initiative Participants
Keep Your Project Champion Involved
Maintain a Long-Term Systems View
Summary
Eight Key Implementation Issues for Effective CRM Systems
Step 1: Prepare for Your CRM Implementation
Step 2: Set Up an Effective CRM Project Management Team
Step 3: Integrate Legacy and Third-Party Information Systems
Step 4: Customize Your CRM System
Step 5: Pilot Your CRM System
Step 6: Roll Out Your CRM System
Step 7: Support Your CRM System
Step 8: Grow Your CRM System
Summary
The Necessity of Training, a Good Help Desk, and Effective Systems Administration
Training
Help Desk
Systems Administration
Summary
E-Business and CRM
What Is E-Business?
Where Is E-Business Going?
Summary
E-Service and CRM
Why Is E-Service Important?
Who Provides E-Service Solutions?
Customer Self-Service
Summary
Ensuring Consistent Customer Service Across Channels
Current State of the Art
Benefits of Consistent Customer Service Across Channels
Leading Vendors That Offer Consistent Customer Service Products
Key Issues Related to Consistent Customer Service Across Channels
Summary
E-Marketing and CRM
The Emergence of E-Marketing
Summary
Knowledge Management and CRM
What Is Knowledge Management?
Developing a Knowledge-Based CCC
Summary
Application Service Providers (ASP): An Overview
ASPs: A Brief History
Broad-Based ASPs
Small and Mid-Sized Business ASPs
Specialized CRM ASPs
ASP Conferences
Pricing Model
Things to Consider
Summary
Addressing CRM System Security Risks
Addressing Security Weaknesses
Becoming Aware of the Risks
Developing the Security Policy
Summary
The Importance of Data Integrity
Introduction
Lessons Learned
Summary
CRM: An International Perspective
Similarities Between U.S. and International CRM Implementations
Differences Between U.S. and International CRM Implementations
Summary
The Future Direction of CRM
Increased Executive Attention
Customer Contact Centers and Self-Service
E-Customers (B2B)
Supply Chain Integration
The Real-Time Enterprise
XML, Wireless, and Voice Recognition Technologies
Integration of CRM, E-CRM, and M-CRM Applications
Thin Client Applications
Metrics
Implementation
Security and Privacy
People, Process, and Technology
Summary
ISM's Top 30 CRM Software Selections
Sources to Assist in CRM Software Selection
Publications
Trade Shows/Conferences
Web Sites and Web Forums
Research Companies
Support/Training References
Software Categories, Vendors, and Pricing
CRM Software Applications
CRM Software Vendors
Pricing
Glossary of Terms
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Summary
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Next Chapter
What Is Knowledge Management?
Chapter 22. Knowledge Management and CRM
What Is Knowledge Management?
Developing a Knowledge-Based CCC
Summary
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