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1、CRM Handbook -The A Business Guide to Customer Relationship Management CRM Handbook, The: A Business Guide to Customer Relationship ManagementJill Dych Publisher: Addison Wesley Copyright ? 2001 Addison Wesley CRM Handbook, The: A Business Guide to Customer Relationship Management | 2 Acknowledgment
2、s.4 About the Author.4 Introduction.4 How to Read This Book.5 Part I: Defining CRM.8 Chapter 1. Hello, Goodbye: The New Spin on Customer Loyalty.8 The Cost of Acquiring Customers.8 From Customer Acquisition to Customer Loyalty.9 to Optimizing the Customer Experience.10 Scenario.10 How the Internet C
3、hanged the Rules.12 What's In a Name?.13 The Manager's Bottom Line.16 Chapter 2. CRM in Marketing.16 From Product to Customer: A Marketing Retrospective.17 Campaign Management.21 CRM Marketing Initiatives.24 Customer PrivacyOne-to-One's Saboteur?.30 A Marketing Automation Checklist fo
4、r Success.31 Case Study: Eddie Bauer.32 The Manager's Bottom Line.34 Chapter 3. CRM and Customer Service.35 Scenario.35 The Call Center and Customer Care.35 The Contact Center Gets Automated.37 A Customer Service Checklist for Success.44 Scenario.44 Case Study: Juniper Bank.46 The Manager's Bottom Line.48 Chapter 4. Sales Force Automation.48 Scenario Number One.49 Scenario Number Two.49 Sales Force Automation: The Cradle of CRM.50 Today's SFA.51 SFA and Mobile CRM.55 Field Force Automation.57 An SFA Checklist for Success.59 Case Study: Hewlett Packard.
