CRM: Redefining Customer Relationship Management
In CRM, Jeffrey Peel defines Customer Relationship Management in a radical new way by putting communications at the center. In the past, CRM was mostly about the technology, not about the customer. In this book, Peel talks about a new ethos that is beginning to fundamentally change the way organizations do business. At a technology level, CRM is increasingly about conjoined best-of-breed applications delivered via portal technologies. At a business level, it is beginning to invade traditional...
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The book also defines the nature of new CRM niche solutions providing entirely new types of functionality, but interworking seamlessly. The ultimate objective is to provide CRM solutions that are focused entirely on the needs of organizations' customers or stake-holders. This allows CRM software vendors to become associated with technologies that are perceived to truly enhance how customers feel about the way they are treated by companies. In the past, customers have perceived some CRM technologies as a barrier to receiving good customer service. Peel shows companies how to make the paradigm shift to the new CRM.
PrefaceAcknowledgments1The New Customer Challenge12CRM Technology and CRM: The Need for a Communication-Centric Approach173The Analyst's View of CRM354The Application Revolution and Its Implications for CRM535Analytical CRM716Dot-Com CRM Red Herrings and Introducing CMR (and DCM)897A Role for Marketing-Oriented CRM Technologies1038Selecting Vendor Solutions1199Defining CRM Processes13710A Researched Approach to CRM15511Conclusion169Glossary of CRM-Related Terms173Vendor Directory187About the Author201Index203
\ From the Publisher"I have long maintained that in a global market liberalized by free trade policies and advanced communications technology, there remains just one powerful regulatory force—the customer. In this book, Jeffrey Peel has taken a close look at customer relationship management from the perspective of large distributed companies. This is a novel approach, not really covered by dot-com/IT-based definitions. The refreshing difference is that Peel appears to understand the difficulties and suggests practical methods to do things better."—Lord Marshall of Knightsbridge, Chairman, British Airways Plc\ "In this book, Jeff Peel combines the deep insights of an experienced market researcher with the practical understanding of how technology can be applied to CRM to provide a truly original work. He provides a wholly new focus on how CRM impinges on marketing processes, which provides a particular challenge for marketeers and CRM practitioners to review the way they look at their separate disciplines. This book is for those marketeers, CRM practitioners, students, and academics who want to challenge the established preconceptions of what CRM is about."—Peter Hutton, Deputy Managing Director, Market & Opinion Research International (MORI), London\ \ \
