How to Win at CRM

By: Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: Philadelphia, PA : CRC Press, 2017Edition: 1Description: 1 Online-Ressource (218 p)Subject(s): Additional physical formats: 1498714706 | 1351646028 | 1498714722. | 9781498714723. | Erscheint auch als: No title Druck-AusgabeLOC classification:
  • HF5415.5
Online resources: Summary: Cover; Half Title; Title Page; Copyright Page; Dedication; Contents; Preface; ACKNOWLEDGMENTS; ABOUT THE AUTHOR; PART I STRATEGY; CHAPTER 1 THERE'S SOMETHING ABOUT CRM; What Is CRM?; Why Pursue CRM Success?; Customer Centricity; Chapter Summary; References; CHAPTER 2 SALES PERSON RESISTANCE; Resistance and Cynicism; Control; Perceived Goal Conflict; Perceptions on Necessity; Implications of Role Conflict; Managing Resistance; Chapter Summary; References; CHAPTER 3 CULTURE OF SUCCESS; Success Defined; Organizational Cultural Structures; Adhocracy; Hierarchy Culture; Clan Culture; AnalysisSummary: Chapter SummaryReferences; CHAPTER 5 BUSINESS-IT ALIGNMENT; Core Alignment Components; Employee Alignment; Communication; Trust; Knowledge; Perceptions on Organizational Alignment; Chapter Summary; References; CHAPTER 6 POSITIONING THE TECHNOLOGY DIVISION; IT Maturity Model; Internal Customer Definition; Chapter Summary; References; CHAPTER 7 DEVELO PING A CRM GOVERNANCE MODEL; Practical Importance and Efficacy; Governance Models; Actors; Top Management; Support Team; Marketing Management; Sales Management; Technology; Chapter Summary; References; PART II: IMPLEMENTATIONSummary: CHAPTER 8 PARTNERS, VENDORS, AND HOSTED SOLUTIONSPsychological Considerations; The Partner-Vendor Paradigm; Parallels to Business-IT Alignment and Technology Positioning; Technical Considerations and Hosted Solutions; Financial and Managerial Considerations; Chapter Summary; References; CHAPTER 9 THE BUSINESS ANALYSIS FUNCTION; Competency Alignment; Positioning; Project Management Office; Business Units; The Technology Division; Requirements; Requirements versus Requests; Chapter Summary; References; CHAPTER 10 THE CUSTOMIZATION DEBATE; Understanding MistfisSummary: Opportunities for Process ImprovementSystem Controls and Process Discipline; Adoption Risks-Explicit and Implied; Reduced Technical Agility and Ability to Educate Users; Chapter Summary; References; CHAPTER 11 INTEGRATION; Contextual Factors: Market Differentiation; Understanding Risks and Alternatives; Content and Knowledge Management Systems; Chapter Summary; References; CHAPTER 12 KEE PING THE MIND IN MIND; Design Hierarchy of Needs; Functionality; Reliability; Usability; Errors; Proficiency; Creativity; Hick's Law; Performance Load and Required Fields; Data Quality ReductionSummary: The Learning EnterpriseOrganizational Readiness and Barriers to Entry; Organizational Climate; Training; Encouragement; Facilitative Leadership; Organizational Support; Selected Key Risk Factors; Top Management Support; Company Size; CRM Maturity; Collaboration; Readiness Methodology; Chapter Summary; References; CHAPTER 4 UNDERSTANDING CRM ADOPTION; What Is Adoption?; Adoption's Theoretical Frameworks and Foundations; The Technology Acceptance Model; TAM's Major Constructs; Initiation and Reception; Critique; Peer Pressure and Subjective Norm; Individual Innovativeness and TAM VariablesSummary: "This book provides clarity and guidance on effective strategy, implementation and management of CRM. It explores both the conceptual and cultural context of CRM initiatives along with the particulars of CRM system implementation and management. In order to provide this clarity, it surveyed the existing academic publications surrounding CRM, sales force automation, and related topics within information systems literature. The book supplements this research with insights from CRM experts to provide a robust picture of the CRM landscape and how to improve it no matter what role you play within your organization. This book is for everyone who wants to achieve CRM success."--Provided by publisherPPN: PPN: 898096731Package identifier: Produktsigel: ZDB-4-NLEBK
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