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Customer Relationship Management Essentials Book

Customer Relationship Management Essentials
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Customer Relationship Management Essentials, A company's e-business prospects are often derailed by poor customer support because companies don't understand the frantic pace of Internet time. Procurement, fulfillment, and post-sale support can be severely crippled by poor communication channels. Cus, Customer Relationship Management Essentials
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  • Customer Relationship Management Essentials
  • Written by author John Gosney
  • Published by Prima Tech, 2000/10/01
  • A company's e-business prospects are often derailed by poor customer support because companies don't understand the frantic pace of Internet time. Procurement, fulfillment, and post-sale support can be severely crippled by poor communication channels. Cus
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Introduction
Part I: The Evolution of the E-Conomy Business Model of CRM
Chapter 1: Business Process Models and CRM
Why Consider CRM in Your E-Business Strategy?
What Is CRM?
CRM: Internal and External Considerations
Initial CRM Considerations
Preparing for Technical Implementation
Moving Forward with CRM
Chapter 2: Foundations of Customer-Centric Business
The Importance of Organization
Internal Processes and Your Customers
External Processes and Your Customers
The Benefits of Keeping Things Simple
Chapter 3: Pre-Order Customer-Support Issues
Online Visibility via Search Engines
Real-Time Access to Product Information
Inventory Integration
International Business
Shipping
Order Tracking
Chapter 4: Point-of-Order Customer-Support Issues
Understanding Point-of-Order Issues
Ensuring a Smooth Ordering Process
Personalizing the Order Process
Providing an Intuitive Site-Navigation Scheme
Providing Pricing Information
Addressing Customer-Security Concerns
Chapter 5: Post-Order Customer-Support Issues
Tracking Orders
Problem Resolution
Part II: Analysis of Successful CRM Sites
Chapter 6: CRM Case Study: Circuit City
Introduction to the Site
Providing Complete Product Information
Providing Outstanding Site Navigation
Ensuring a Smooth Ordering Process
Post-Order Confirmation and Follow-Up
Chapter 7: CRM Case Study: Marsh Supermarkets
Introduction to the Site
Primary Sections of the Site
Groceries Online: Pushing the CRM Envelope
CRM Portals: Encouraging Repeat Visits
Chapter 8: CRM Case Study: Amazon
Introduction to the Site
Business History
Business Model
Interface Designs
CRM Applications on Amazon.com
Chapter 9: CRM Case Study: The Gap
Introduction to the Site
CRM Style
E-Commerce with E-Style
CRM and Brand Recognition
Traditional Personalization Techniques
Part III: Appendixes
Appendix A: Mechanics of a Successful CRM Web Interface
Essential Design Considerations
Audience Considerations
Navigation Considerations
Customer Personalization
Sound, Video, and Other Special Design Considerations
Appendix B: Pushing the Support Envelope: Total Process Coordination
Customer Support as a Process
A Business-to-Business Example
Putting the Customer First with CRM
Appendix C: CRM Gallery
A CRM Overview
CRM in Action: Dell Computer
CRM in Action: Apple Computer
CRM in Action: Half.com
CRM in Action: Delta Airlines
CRM in Action: petSmart
CRM in Action: Microsoft
CRM in Action: Compaq Computer
CRM in Action: Kmart Corporation:
Appendix D: E-Commerce Essentials
E-commerce Considerations
The Evolution of E-Commerce
Essentials of Web Site Design
Knowing What You Want Versus What You Need
Gathering and Organizing Information
Index

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