CRM Automation

Barton J. Goldenberg

• 01 februari 2002
• 9780130088512

Samenvatting:

In CRM Automation, one of the world's leading CRM implementers gives business and technical decision-makers the hands-on guidance they've been searching for. Drawing on his experience with over 300 enterprise-class deployments, CRM Magazine columnist Barton Goldenberg offers a start-to-finish implementation blueprint that encompasses every area of the business that touches the customer: marketing, sales, customer service, field support, and beyond. Goldenberg starts with a clear, useful overview of CRM's goals, and the key people, process, and support elements associated with successful deployments. You'll walk through customizing a CRM strategy for your enterprise and evaluating today's latest CRM technologies; reviewing your existing customer-related business processes; identifying goals; and more. Goldenberg next offers a detailed 10-step blueprint for effective CRM, covering software selection, specifications, vendor choice, project management, implementation challenges, training, support, system administration, and more. He demonstrates how CRM can be used to promote e-Business, e-Services, and e-Marketing; how to cleanse customer data and integrate CRM with knowledge management systems; how to leverage ASPs to solve CRM problems; and much more. The book also includes detailed chapters on security, international deployments, and on CRM's future directions -- as well as a detailed analysis of 15 leading CRM packages.