Product Type: Market Research Report
Published by: Business Intelligence
Product Code: R125-52Description The web is a great for winning new customers - but it's fantastic for keeping them! e-CRM: Customer Management Strategies for e-Business is packed with advice and techniques to keep your customers with you and increase their spend through an integrated traditional and web-based approach. Find out where and how e-CRM can boost your organization's profitability, how to leverage customer value through on-line customer management, and how to ensure e-CRM is an integrated part of your customer management strategy - not an add-initiative.Table of Contents Author Profile
Acknowledgements
Preface
Chapter 1: The Drivers of e-CRM
Executive Summary
Introduction
Why Introduce CRM?
Core Activities of CRM
The Role of e-CRM
Putting the 'e' into Business
Technology Ahead of Process
Waiting for the Future
Listening to the e-Market
Predictions for On-line Purchasing
Scenarios for e-Commerce Growth
'Explosive' Scenario
'Dynamic' Scenario
'Active' Scenario
'Sluggish' Scenario
Impact of Technology on e-Commerce Growth
The Culture Gap
Key Learning Points
Chapter 2: Channels and Activities for e-CRM
Executive Summary
Introduction
Putting the 'e' into Customer
From e-Commerce to e-Customer Relationship Management
Case Study: The Woolwich
Background
Innovating on Product
Multi-channel Money Management
Customer Information and Information Technology
Results and Outcomes
Key Learning Points
Chapter 3: Organizational Structures for e-CRM
Executive Summary
Introduction
Channels and Customers
Customer then Channel
Case Report: ABN Amro
Organizing for e-CRM
Old Business, New Channels
Case Report: Travelocity.com
Case Report: First Call
New Business Models for B2B
Case Report: British Telecom
Potential Problems with Virtual Supply Chains
Key Learning Points
Chapter 4: Key Technology Components of e-CRM
Executive Summary
Introduction
Assembling the Building Blocks
Software Vendors Converge
Tracking the e-CRM Software Market
Analytical e-CRM Tools
Understand the e-Customer's Needs
Analytical e-CRM Software Vendors Converge
Case Study: Allied Irish Bank
E-mail Marketing and Automation
The Need for an E-mail Process
The E-mail Service Gap
Pulling it all Together
Key Learning Points
Chapter 5: Collecting and Managing Data for e-CRM
Executive Summary
Introduction
Data Everywhere
Conflicting Data Requirements
Integrated Data Infrastructures
Case Report: British Telecom
Data Mining and Analytical e-CRM
The New Data Sets
Banking on Data Analysis
Case Study: Freeserve
Key Learning Points
Chapter 6: Permission and Personalization
Executive Summary
Introduction
Website Personalization
Permission Marketing and Data Protection
Permission to E-mail
Defining Service Levels for e-CRM
Co-ordinating Service Levels
Key Learning Points
Chapter 7: Change Management and e-CRM
Executive Summary
Introduction
Understanding the Scope of Change
Approaches to Change Management
The Roots of Failure are the Roots of Success
People, Culture and Change
Resistance is Usual
Creating a Customer Culture
Notes from the Underground
Communication, Training and Buy-in
Seeing it Through
Case Study: ARM
Background
The Role of Support Services
Changing the Support Model
Using Technology to Support Technical Support
Driving Business Results through Service
Key Learning Points
Chapter 8: New Measures for e-CRM
Executive Summary
Introduction
The Changing Nature of Management Metrics
New Measurement Frameworks
Case Report: Bank of Ireland
Pushing for New Measures
New Channel Metrics
Evolving Measures of Website Performance
Developing Channel Strategies
Key Learning Points
References
Index
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