DOUGLAS TURK is Executive Vice President at Inforte Corp. He has conducted many ROI analyses for customer relationship management and e-marketplace systems and is a leading speaker and writer on the topic of CRM profitability. His contributions have helped Inforte remain profitable as a public company for twenty consecutive quarters and garnert he honor of being named one of Forbes Top 200 Small Businesses.
Preface.
Acknowledgments.
1. A New, More Strategic Approach to CRM.
Industry Leaders Show the Way.
A Clearer Definition of CRM Is Required.
Three Lessons from Leaders.
Key Points.
2. A Review of CRM Failures.
What Went Wrong with CRM.
CRM Contributes to a Scary Halloween for Hershey.
Why CRM Projects Fail.
Key Points.
3. Strategy First: Aligning CRM with Company Strategy.
Using an Analytical Framework for Defining Strategy.
Distinguishing Competitive Advantage from Other Types of Benefits.
How Competitive Advantage Manifests Itself in Operations.
Identify CRM Initiatives That Fortify Competitive Advantage.
Key Points.
4. Customer Intelligence: The Science of Customer Insight.
How Harrah s Used Customer Insight to Turn the Tables on the Gaming Industry.
Seven Dimensions of Customer Insight.
Define a Scientific Process for Leveraging Customer Insight.
Building Blocks Required to Implement a Customer Insight Infrastructure.
Key Points.
5. Demand Visibility and Response.
Demand Visibility.
Best Practices for Increased Visibility.
Responding to Market Demand.
Best Practices for Demand Responsiveness.
Science of Revenue Management.
Power of Pricing.
Key Points.
6. An Enterprise-Wide Approach to CRM.
What Is Customer Strategy and How Does It Help?
How Customer Strategy Relates to Corporate and Functional Strategy.
Key Components of an Effective Customer Strategy.
Enterprise Marketing Management: How Customer Strategy Integrates with Marketing Strategy.
Key Points.
7. Implementing CRM Successfully.
Implementation Guidelines for Success.
Key Points.
Epilogue: The Future of CRM.
New Marketing Approaches.
Understanding Financial Metrics Related to Customers.
New Management Approaches Based on Predictive Analysis.
Continuous Optimization of Operations.
Leveraging Emerging and Specialized Technologies.
Harnessing the Benefits of Outsourcing.
Index.