دانلود کتاب Customer Relationship Management: Concepts and Technologies

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Cover
Half Title
Title
Copyright
Contents
List of figures
List of tables
Preface
Acknowledgements
Section A Understanding customer relationships
1 Introduction to CRM
Chapter objectives
Introduction
Three forms of CRM
Strategic CRM
Operational CRM
Analytical (or analytic) CRM
Where does social CRM fit?
The changing face of CRM
Misunderstandings about CRM
Defining CRM
CRM constituencies
Commercial contexts of CRM
The not­for­profit context – the “third sector”
Models of CRM
Conclusion
Notes and references
2 Understanding relationships
Chapter objectives
What is a relationship?
Relationship quality
When do companies want relationships with customers?
Customer life­time value
When do companies NOT want relationships with customers?
When do customers want relationships with suppliers?
When do customers NOT want relationships with suppliers?
Customer satisfaction, loyalty and business performance
Relationship management theories
Conclusion
Notes and references
3 Managing the customer journey: customer acquisition
Chapter objectives
Introduction
Customer journey: the basics
Customer acquisition
What is a new customer?
Portfolio purchasing
Prospecting
Making the right offer
Key performance indicators of customer acquisition programs
Operational CRM tools that help customer acquisition
Conclusion
Notes and references
4 Managing the customer journey: customer retention and development
Chapter objectives
Introduction
What is customer retention?
Economics of customer retention
Which customers to retain?
Strategies for customer retention
Positive customer retention strategies
Context makes a difference
Key performance indicators of customer retention programs
The role of research in reducing churn
Strategies for customer development
Strategies for terminating customer relationships
Conclusion
Notes and references
Section B Strategic CRM
5 Customer portfolio management
Chapter objectives
What is a portfolio?
Who is the customer?
Basic disciplines for CPM
CPM in the business­to­business context
Additional customer portfolio management tools
Strategically significant customers
The seven core customer management strategies
Conclusion
Notes and references
6 Managing customer­experienced value
Chapter objectives
Introduction
Understanding value
When do customers experience value?
Modeling customer­perceived value
Sources of customer value
Customization
Value through the marketing mix
Conclusion
Notes and references
7 Managing customer experience
Chapter objectives
Introduction
What is customer experience?
The experience economy
Why the corporate interest in CX?
Service marketing
Total quality management
Customer experience concepts
Data sources for CX research
What distinguishes customer experience management from customer relationship management?
CRM’s influence on CX
How CRM software applications influence customer experience
Conclusion
Notes and references
Section C Operational CRM
8 Marketing automation
Chapter objectives
Introduction
What is marketing automation?
Benefits of marketing automation
Software applications for marketing
Conclusion
Notes and references
9 Sales force automation
Chapter objectives
Introduction
What is SFA?
The SFA eco-system
SFA software functionality
SFA adoption
How SFA changes sales performance
Summary
Notes and references
10 Service automation
Chapter objectives
Introduction
What is customer service?
Modeling service quality
Customer service standards
What is service automation?
Benefits from service automation
Software applications for service
Conclusion
Notes and references
Section D Analytical CRM
11 Developing and managing customer­related databases
Chapter objectives
Introduction
Corporate customer­related data
Structured and unstructured data
Developing a customer­related database
Data integration
Data warehousing
Data marts
Knowledge management
Conclusion
Notes and references
12 Using customer­related data
Chapter objectives
Introduction
Analytics for CRM strategy and tactics
Analytics throughout the customer journey
Analytics for structured and unstructured data
Big data analytics
Analytics for structured data
Three ways to generate analytical insight
Data­mining procedures
Artificial intelligence (AI), machine learning (ML) and deep learning (DL)
Privacy issues
Conclusion
Notes and references
Section E Realizing the benefits of CRM
13 Planning to succeed
Chapter objectives
The logic of the business case
Organizing for benefits
Network and virtual organizations
Person­to­person contacts
Key account management
Conclusion
Notes and references
14 Implementing CRM
Chapter objectives
Introduction
Phase 1: develop the CRM strategy
Phase 2: build CRM project foundations
Phase 3: needs specification and partner selection
Phase 4: project implementation
Phase 5: performance evaluation
Conclusion
Notes and references
Section F Looking to the future
15 The future
Chapter objectives
Introduction
Data and technology
Supply­side innovation
Data science
Notes and references
Index