Performance Driven Crm: How To Make Your Customer Relationship Management Vision A Reality

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This book picks up where Customer Relationship Management left off. Thatbook laid the foundation, the vision of CRM-what it is and what it can do for your organization-whereas this book shows clearly and quantifiably how to get there and how to ensure that you stay there. Many organizations have embraced CRM as the way of the future and have invested millions of dollars in CRM technology and processes. But how effective is that investment? What should you measure to determine the value your CRM initiatives are delivering to the organization? Performance-Driven CRM shows you how to apply a balanced scorecard approach to your customer care initiatives. It gives you the tools and techniques to measure and monitor, not for control purposes, but to help you make your vision of CRM a reality. About The Author Stanley A. Brown is a partner in Price water house Coopers' Global Customer Relationship Management Practice. He is a frequent speaker globally on topics of customer care and CRM, and writes regularly for Sales and Marketing Management Magazine and ICSA News, the newsletter of the International Customer Service Association. He is the author of: Customer Relationship Management, Strategic Customer Care, and What Customers Value Most, and editor of Breakthrough Customer Service. Moosha Gulycz isa Principal Consultant with PricewaterhouseCoopers' Customer Relationship Management Practice. She is responsible for the Canadian CRM Integrated Multi Channel Solutions services practice. She has spoken across the US and Canada on the topic of the relationship between CRM and Performance Measurement. Table Of Contents Preface: What is Performance Driven CRM? Part I: Determining and Aligning the CRM Vision Getting Started: The Need for a CRM Vision to Drive the Process The Myths and the Facts Surrounding CRM Part II: Creating Performance Driven CRM--The Three Critical Performance Programs Understanding Your Customer--The Customer Performance Program Understanding Your Organization--The Organizational Performance Program Committing to Continuous Improvement in Quality Service--The Quality Service Performance Program Part III: TheTools to Build and Enable the Performance Programs The Tools and Technology Required for Creating the Customer Performance Program The Tools and Technology Required for Creating the Organizational Performance Program The tools and Technology Required for the Quality Service Performance Program Part IV: Leading Practices in Creating Performance Driven CRM Linking the Customer Performance Program and the Quality Service Program Staying the Course--Focusing on Your People Conclusion--How to Ensure that Performance Driven CRM Becomes a Reality: Watch Out for these Pitfalls Appendix Appendix A: Glossary Appendix B. Building Your Performance Improvement Plan (PIP) Index