Synopses & Reviews
Barton Goldenberg shares his unparalleled practical expertise on everything from security to internationalization, helping you avoid disastrous misstepsand transform the potential of CRM into long-lasting competitive advantage.
- Identify your goals and customize a CRM strategy for your enterprise
- Understand the 8 key issues that will make or break your CRM initiative
- Learn about the top 30 CRM software offerings
- Find out what 12 crucial questions you should ask before selecting a software vendor
- Preview tomorrow's advances in CRMto better position yourself and take advantage of a ever-changing environment.
"This is the only book on CRM that has made it to my credenza."
Stan Davis, Author of Blur and Lessons from the Future
"CRM Automation is a blueprint for a successful CRM implementation."
Ken Blanchard, Coauthor, The One Minute Manager
"Barton Goldenberg's bottom-line approach to CRM makes this book a necessity to any company concerned with ROI."
VP general manager of food service and vendor sales,
a division of PepsiCo
"CRM Automation gets to the heart of what a successful CRM implementation is all about-People, Process, and Technology. You can save hundreds of hours and thousands of dollars by reading this book before launching a CRM initiative."
Bob McLaughlin, former vice-president, McGraw-Hill
"Goldenberg's 18 years of experience and 300 deployments are wrapped up between the two covers of CRM Automation."
Wolfgang Martin, independent analyst and research fellow,
"Barton Goldenberg understands the CRM marketplace and the needs of businesses seeking a competitive edge. CRM Automation is a valuable resource for companies pursuing truly customer-centric business strategies."
Carol Burch, senior vice president of global business development for CRM,
"Barton Goldenberg proves once again that he is ahead of the curve in understanding the direction and future of customer relationship management."
Patrick Bultema, CEO and president,
FrontRange Solutions, Inc.
In CRM Automation, one of the world's leading CRM experts delivers hands-on guidance for every phase of your CRM initiative: goal-setting, process review, vendor selection, implementation, rollout, support, and administration. Drawing on 18 years of experience with more than 300 enterprise deployments, Barton Goldenberg offers a start-to-finish implementation blueprint covering every customer-focused business function: marketing, sales, customer service, field support, and beyond.
About the Author
BARTON GOLDENBERG is President and Founder of ISM, Inc., one of the world's leading CRM consultancies. He is the co-founder and co-chair of the U.S. DCI, Canadian, British, German, and French conferences on CRM. Goldenberg teaches at Wharton and other well known schools, conducts executive seminars throughout the U.S., Europe, and Asia, and consults for many large clients, including ExxonMobil, Lucent Technologies, and Xerox. He is a regular columnist for CRM Magazine, e-Week, Cisco iQ, and Sales & Marketing Management.
Table of Contents
About the Author.
1. Customer Relationship Management (CRM)—An Overview
Butting Life Cycles. Why the Current Doom and Gloom? Summary.
2. CRM: A Working Definition.
Components of CRM. Summary.
3. Successful CRM: Getting the People, Process, and Technology Mix Right.
People. Process. Technology. Integrating People, Process, and Technology. Summary.
4. CRM Strategy Formulation.
The 10-Step Approach to Formulating a Successful CRM Strategy. Summary.
5. Determining CRM Business Processes.
The Eight-Step Process Review Procedure. Summary.
6. CRM Business Application Trends.
Increased Consolidation and Mergers among CRM Vendors. Increasing Product and Marketing Focus on the Small to Mid-Market Niche. Movement Toward CRM Solutions with Web-Based Architectures. Increased Use of Analytical Tools in CRM Solutions. Increased Integration with GIS in CRM Solutions. Increasing Availability of Customer Lifetime Value Tools. Increased Capability for Lead Management. Increasing Availability of Supply Chain Management Functionality. Summary.
7. CRM Technology Trends.
Client/Server to N-Tiered. Portal Architecture. Field Force Automation. Configuration Tools. Wireless Components. XML Is Playing a Major Role. Web Services. Enterprise Application Integration. Application Server/Framework Architecture. ASP-Enabled Applications. Enterprise/Satellite Server Architecture. CRM and CCC Modules. Multilingual/Multicurrency. Graphical Workflow Mapping Tools. Business Intelligence. Summary.
8. CRM: Benefits and Problems.
Benefits of CRM. Problems with CRM. Summary.
9. A Blueprint for Effective Customer Relationship Management.
Step 1: Organize Your Project Management Team. Step 2: Determine the Functions to Automate. Step 3: Gain Top Management Support and Commitment. Step 4: Employ Technology Smartly. Step 5: Secure User Ownership. Step 6: Prototype the System. Step 7: Train Users. Step 8: Motivate Personnel. Step 9: Administrate the System. Step 10: Keep Management Committed. Summary.
10. Creating Your CRM Business Case.
I. Executive Summary. II. Financials. III. Recommended Technical Solutions. IV. Key Risks and Mitigating Factors. V. Operational/Organizational Impact. VI. Appendices. Summary.
11. CRM Software Selection and Implementation Roadmap.
Avoid the Quick Fix—Do Your Homework. Components of an Effective CRM Software Selection Process.
12. CRM System: Requirements Analysis.
Business Functional Requirements for Your CRM System. Technical Features Requirements for Your CRM System. User Friendliness/Support Requirements for Your CRM System. Summary.
13. How to Write Your Systems Specifications Document.
Writing an RFP. Summary.
14. Sizing Up Your CRM Software Vendor.
The 12-Question Software Vendor Evaluation Test. Summary.
15. The Importance of CRM Project Communications.
Announce Your CRM Efforts Internally. Carefully Select Your Superuser Group. Manage Your Communications to All CRM Initiative Participants. Keep Your Project Champion Involved. Maintain a Long-Term Systems View. Summary.
16. Eight Key Implementation Issues for Effective CRM Systems.
Step 1: Prepare for Your CRM Implementation. Step 2: Set Up an Effective CRM Project Management Team. Step 3: Integrate Legacy and Third-Party Information Systems. Step 4: Customize Your CRM System. Step 5: Pilot Your CRM System. Step 6: Roll Out Your CRM System. Step 7: Support Your CRM System. Step 8: Grow Your CRM System. Summary.
17. The Necessity of Training, a Good Help Desk, and Effective Systems Administration.
Training. Help Desk. Systems Administration. Summary.
18. E-Business and CRM.
What Is E-Business? Where Is E-Business Going? Summary.
19. E-Service and CRM.
Why Is E-Service Important? Who Provides E-Service Solutions? Customer Self-Service. Summary.
20. Ensuring Consistent Customer Service across Channels.
Current State of the Art. Benefits of Consistent Customer Service Across Channels. Leading Vendors That Offer Consistent Customer Service Products. Key Issues Related to Consistent Customer Service across Channels. Summary.
21. E-Marketing and CRM.
The Emergence of E-Marketing. Summary.
22. Knowledge Management and CRM.
What Is Knowledge Management? Developing a Knowledge-Based CCC. Summary.
23. Application Service Providers (ASP): An Overview.
ASPs: A Brief History. Broad-Based ASPs. Small and Mid-Sized Business ASPs. Specialized CRM ASPs. ASP Conferences. Pricing Model. Things to Consider. Summary.
24. Addressing CRM System Security Risks.
Addressing Security Weaknesses. Becoming Aware of the Risks. Sizing Up the Situation. Developing the Security Policy. Summary.
25. The Importance of Data Integrity.
Introduction. Lessons Learned. Summary.
26. CRM: An International Perspective.
Similarities Between U.S. and International CRM Implementations. Differences Between U.S. and International CRM Implementations. Summary.
27. The Future Direction of CRM.
Increased Executive Attention. Customer Contact Centers and Self-Service. E-Customers (B2B). Supply Chain Integration. The Real-Time Enterprise. XML, Wireless, and Voice Recognition Technologies. Integration of CRM, E-CRM, and M-CRM Applications. Thin Client Applications. Metrics. Implementation. Security and Privacy. People, Process, and Technology. Summary.
Appendix A: ISM's Top 30 CRM Software Selections.
Appendix B: Sources to Assist in CRM Software Selection.
Publications. Trade Shows/Conferences. Web Sites and Web Forums. Research Companies. Support/Training References.
Appendix C: Software Categories, Vendors, and Pricing.
CRM Software Applications. CRM Software Vendors. Pricing.
Appendix D: Glossary of Terms.