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Customer Relationship Management (Briefcase Books Series) (Paperback)
By: Carol Kerr (Author) and Kristin Anderson (Author)

رئوس مطالب کتاب:

1. Customer Relationship Management Is Not an Option
Customer Relationship Management Defined
Technology Does Not Equal Strategy
The Power of CRM
CRM Success Factors
CRM Is Here to Stay
2. The Customer Service/Sales Profile
Why Call It the Customer Service/Sales Profile?
The Three Levels of Service/Sales
The Shape of Your Customer Service/Sales Profile
Pitfalls of the Customer Service/Sales Profile
CRM and Your Profile
3. Managing Your Customer Service/Sales Profile
Sonjia's Contact Center
Maurice's Food Brokerage
Managing Initial or Stand-Alone Transactions
Managing for Repeat Business
Managing for Customer Advocacy
4. Choosing Your CRM Strategy
CRM Strategy Starting Points
Picking the Player
Preparing for Your First Meeting
The CRM Strategy Creation Meeting(s)
Identify Potential Strategies
CRM Strategy Selection
5. Managing and Sharing Customer Data
Return to Your Strategies
Data vs. Information
Managing Customer Information—Databases
Ethics and Legalities of Data Use
6. Tools for Capturing Customer Information
Where to Get the Data and Information
The Computer Is Your Friend (but Not Always Your Best Friend)
Believe It or Not 82
7. Service-Level Agreements
Service-Level Agreements Defined
Three Keys to Effective SLAs
Creating an SLA
Using SLAs to Support Internal Customer Relationships
Making SLAs Work
8. E-Commerce: Customer Relationships
on the Internet
CRM on the Internet
Choosing the Right Vehicle
Three Rules for Success on the Road to E-Commerce
What Does the Future Hold?
9. Managing Relationships Through Conflict
Managing the Moment of Conflict
“But ‘Nice’ Never Bought Me a Customer”
Customer Relationship Management Is an Early Warning System
What if the Customer Is the Problem?
10. Fighting Complacency: The “Seven-Year Itch” in Customer Relationships
But They Love Me!
The Illusion of Complacency
Customer Needs Change
Make Parting Such Sweet Sorrow
Renew Your Vows
11. Resetting Your CRM Strategy
Ready, Set, Reset!
Phase 1. Are You Hitting Your Target?
Phase 2. Does Your CRM Strategy Work for Your People?
Phase 3. Time for Change
Closing Words

 

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