Customer Relationship Management

Build a winning CRM program--one step at a time.

This book presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. The former Director of HP's enterprise-wide CRM initiative shows how to identify the elements of CRM most crucial to your organization, then implement infrastructure to deliver on your key priorities, whatever they are. Through real-world case studies drawing on her extensive experience as a CRM leader and consultant, Judith W. Kincaid addresses both the managerial and technical challenges of CRM. Kincaid's authoritative process examples and detailed templates make it easier to get started--and get results.

• Developing realistic strategic plans and roadmaps customized to your organization
• Getting started fast, and iterating small steps to powerful success
• Addressing all customer touchpoints: Web, e-mail, call centers, direct mail, sales contacts, tech support, and more
• Establishing realistic expectations and metrics
• Translating your CRM objectives into essential organizational changes
• Designing integrated customer databases and infrastructure
• Understanding the crucial interactions between the technical and management aspects of CRM