Publisher
: Prentice Hall PTR
Pub Date
: February 24, 2003
ISBN :
0-13-101017-4
Pages :
400
Copyright
Selected Titles from the Yourdon Press
Series
About the Series
About the Series Editor
Preface
What's the Book About?
How Do I Use the Book?
Acknowledgments
Chapter 1.
What is CRM and Why is it Important?
Express Version
What is CRM?
Elements of CRM
The Benefits of CRM
Can CRM Technology Conquer All CRM
Challenges?
CRM Nirvana—What Is It and Is It a
Worthwhile Goal?
Why Does CRM Fail So Often?
Is CRM Just for the Big Guys?
Can CRM Work If It's Not Integrated?
Does CRM Deliver Applications or a Tool
Kit?
What's the Place of IT in CRM
Initiatives?
Chapter 2.
Auditing your CRM System
Express Version
The Big Question: Do You Need A New CRM
System?
The 5-Minute CRM Test
Detailed CRM Inventory
Bad Reasons to Get a New Tool
Good Reasons to Get a New Tool
Chapter 3.
Overview of CRM Selection and Implementation
Express Version
A High-Level View of the Entire Process
Success Factors
The Three Phases of CRM Projects
How Long Will it Take?
How Much Will It Cost?
Chapter 4.
The CRM Project Team
Express Version
What's a Good CRM Project Team?
The Executive Sponsor
The Project Manager
The Business Owners
The Super-Users
The IT Owner
The Technical Staffers
How Many Resources Does It Really Take?
Chapter 5.
Requirements Definition
Express Version
Why Define Requirements?
Creating a Requirements List
Structure of the Requirements List
The Vendor
Technical Architecture
Functionality
Implementation and Maintenance
Budget
Template Requirements Checklist
Chapter 6.
Shopping for CRM Systems
Express Version
Shopping with a Purpose
Creating the Long List
Evaluating Candidates
Creating the Short List
Sample RFP
Chapter 7.
Buying CRM Systems
Express Version
The Home Stretch
Checking References
Negotiating the Contract
Getting the Best Price
Preparing an ROI Justification
Chapter 8.
Selecting an Integrator
Express Version
What's An Integrator And Do I Need One?
When Do I Start Looking for an
Integrator?
Tool Vendor or Third Party?
Finding Integrators
Evaluating Integrators
Negotiating With Integrators
Chapter 9.
Implementing CRM Systems
Express Version
Implementation Overview
The Kickoff Workshop
A
Few Technical Notes on the Implementation
Testing
Training
The Rollout
Successfully Managing an Implementation
Care and Feeding of the Integrator
Involving the Users
Internal Promotion
Customer Promotion
Handling Implementation Problems
Post-mortem Review
Chapter 10. Measuring Success
Express Version
Why Metrics Matter
Types of Metrics
Garbage In…
Don't Be Average
Slicing and Dicing, Babushka-Style
More is Not Better
The Dashboard Concept
Streamline Delivery
Suggested Metrics
Where do I Go From Here?
Chapter 11. Rescuing a Failing CRM Project
Express Version
Project Failures
Step 1: Assess
Step 2: Restructure
Step 3: Restart
Chapter 12. CRM Resources
Web Sites
Magazines and Trade Publications
Books
