Customer Relationship Management: Getting It Right!

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

This book focuses on the math and science fundamentals of the information revolution and shows readers how engineers create and design the technology around them. Applications are drawn from a wide array of modern devices and systems seen today. Chapter topics include the world of modern engineering, creating digital music, designing digital instruments, making digital images, math you can see, digitizing the world, networks and the Internet, compressing information, correcting digital errors, keeping data private, digital processing of signals, communication channels, the wireless world, bandwidth, designing networks, and hardware for digital storage and imaging. For individuals trying to realize the relevance of technology in the 21st century and related career opportunities.