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Sommaire : Contents

Preface
About the author

1 Introduction
Case study: We have got a huge success on our hands
Questions
References


Part I Strategy and Organisation of CRM

2 Customer-supplier relationships
Case study: The relation between a logistics service provider
and its new client
Questions
References

3 CRM as an integral business strategy
Case study: Orange Line
Questions
References

4 The relationship-oriented organisation
Case study: Telecom Italia Mobile cuts churn and increases value
Questions
References


PART II CRM Marketing Aspects

5 Customer knowledge
Case study: Customer knowledge at Center Parcs: a life-long holiday!
Questions
References

6 Communications and multichannels
Case study: Secrets of success for going mobile
Questions
References

7 The individualised customer proposition
Case study: Fokker Services: total integrated solutions
Questions
References

8 The relationship policy
Case study: In-House Gifts launches customer loyalty portal for financial services industry
Questions
References


PART III Analytical CRM

9 Relationship data management
Case study: Optimisation of addresses for EURO 20
Questions
References

10 Data analyses and datamining
Case study: Reaping the benefits of customer insight
Questions
References

11 Segmentation and selections
Case study: Garnier, The Beauty Bank (IDM Business Performance Award 2003 - silver winner)
Questions
References

12 Retention and cross-sell analyses
Case study: Cross-selling within a fully automated convenience store
Questions
References

13 The effects of marketing activities
Case study: Proteq Direct: testing e-mail marketing is effective
Questions
References

14 Reporting results
Case study: A different ending to the end-of-year promotion of fitness centre, Yacht
Questions
References


PART IV Operational CRM

15 Call centre management
Case study: Life of a novice call centre agent
Questions
References

16 Internet and the website
Case study: Wolters J. Thomson and the Internet
Questions
References

17 Direct mail
Case study: Pampers: relationship building using multiple
channels (IDM Business Performance Award 2002: bronze winner)
Questions
References


PART V CRM Systems and their Implementation

18 CRM systems
Case study: Canada Post delivers on its CRM strategy
Questions
References

19 Implementation of CRM systems
Case study: Shell and CRM: one database for 20 million customers
Questions
References

20 The future
Questions
References

Index

Langue : Anglais

Lieu d'édition : CAMBRIDGE

Illustration(s) : Tableau(x) ; Schémas

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque