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Marketing - Customer Relationship Management

Related Information
Knowledgebase - Marketing - Understanding and Managing your Customer
with information on Customer Lifetime Management, Customer Retention and more

Directory

Introduction

1to1 Glossary	Provided by the marketing Gurus Don Peppers and Martha Rogers
Culture and CRM	What Role Does Culture Play in CRM?
Daily News	CRM real-time news service
The Eight Building Blocks of CRM	CRM initiatives need a framework to ensure that programs are approached on a strategic, balanced and integrated basis. We introduce such a framework to help enterprises implement “true” CRM and maximize benefits. Pdf-file
What is CRM	CRMguru.com provides its own definition along with 12 definitions of contributors

Implementing CRM

Mastering the CRM Process	It's no use trying to get CRM right in one pass - no one ever does. Organizations looking to get CRM right must apply a highly iterative process to achieve customer centricity. Online Audio presentation
Organizing for CRM	According to recent surveys, more than half of all companies investing in CRM programs consider them to be a disappointment. Our experience has shown that to overcome organizational roadblocks (the core of the problem), companies should establish a structure that mimics a market in which constituencies take on the role of "sender" (delivering the solution) and "receiver" (implementing it). pdf-file 2.9 MB, 2004
People Issues	Case study of a successful CRM implementation
The Goldilocks Syndrome	Organizations completing three rollouts are so common that we call the experience the Goldilocks Syndrome, taking our cue from the children's story, Goldilocks and the Three Bears: The first time the system was too big, the second time too small, and finally the third time is just right. 2004

E-CRM

Building a One-to-One Website	This report documents the year-long process behind the relaunch of 1to1.com. By sharing the company’s experience – both missteps and successes – Peppers and Rogers Group intends to lead by the example of how to build a one-to-one Web site. Pdf-file
Customer Relationships go Digital	White paper on the results of a survey of 352 senior managers on the impact of the internet on their ability to manage customer relationships. February 2002. Pdf-file
Exit Barriers	Building Exit Barriers around Customer Patterns. E-business is eroding traditional customer exit barriers, posing new challenges to companies' customer retention efforts and long-term profitability. Online Audio presentation
How to Choose CRM Software	Don't let vendor hype or the CFO's golf buddy drive your CRM decision. You need a plan based on business requirements.
Managing the ROI on eCRM	In uncertain economic times, companies focus their discretionary spending on business fundamentals - and few aspects of business are more fundamental than winning and keeping customers.

Miscellaneous

A Shocking, but True, View of CRM	The current state of CRM today is abysmal. It looks a little like the days of ERP. Pdf-file
Achieving Success in Customer Relationship Management through the ASP Model	As trade barriers fall and technology facilitates 24 X 7 operations, companies face a proliferation of competition and eroding margins. For many companies, that creates a hectic business environment -- unprepared sales reps and improperly managed sales cycles; back-of-envelope sales forecasts; inefficient customer service; and ineffective marketing campaigns. pdf file
Bad Data In, Bad Decisions Out	When it comes to CRM or any company initiative, your decisions will only be as good as the data they're based on. Here's how to define and manage your data for quality results.
Boosting the Value of CRM	While many companies have adopted CRM software, few are using those systems to maximum advantage or achieving the desired ROI.
Building Profitable Customer Relationships with Data-Mining	This white paper will describe the various aspects of ananlytic CRM and show how it is used to manage the customer life cycle more cost-efficiently. Pdf-file
Capabilities for Forging Customer Relationships	This paper provides a structured framework for addressing the question of what accounts for differences in the ability of competitors to manage customer relationships. Pdf-file
Companies are from Mars, Customers are from Venus	Despite all the money and effort poured into them, customer-relationship-management systems often misunderstand or even ignore the customer and do more harm than good—as these three cautionary tales show. 2002
Creating Customer Loyalty	The Customer Loyalty Grid™
CRM Applications	Know thy place; article by David Sims
CRM Climbs to Higher Ground	Today, best-practice companies are integrating the operational aspects of CRM with powerful analytics to boost performance and ROI. 2006
CRM in Financial Services	Overcoming CRM Failure in Financial Services: What's (Not) Working. 2003
CRM Success	Are there really any secrets for CRM success? Well, yes, but only until you read this article and learn about the 4 P's (planning, people, process and platform). pdf-file
CRM Success II	Not all CRM initiatives work. If you want your CRM program to be successful, read about it here. Pdf-file
Despite failed implementations, CRM is making a comeback	CRM’s fine reputation has fallen considerably from when it seemed the magic solution to all customer relationship problems. Like any tool, however, the value of CRM depends on how you use it. Strategic intent is key. 2007.
Employee Incentives Lead to CRM Failure?	Have you set up your customer accounting system?
Evaluating Investments in CRM with Real Options	This article questions the basis upon which the business case for CRM investments is traditionally made, highlighting the shortcomings of focusing only upon discounted cash flows, and points towards a strategic approach that accounts for such investments in asset value terms. pdf-file
Four Smart CRM Decisions	Article by David Sims
Making CRM make money	Many firms have failed to create value from CRM, largely because they have expected technology to do the job. Winning companies, by contrast, think about business issues first, linking CRM capabilities to a focus on creating customer value. Pdf-file 200 KB
Measuring Customer Relationships - What gets measured really does get managed	Sophisticated as they may be, investments in CRM technologies and processes may never produce the desired return on investment until companies have measurements and plans. Pdf-file 542 KB. 2003
Organizing for CRM	According to recent surveys, more than half of all companies investing in CRM programs consider them to be a disappointment. McKinsey's experience has shown that to overcome organizational roadblocks (the core of the problem), companies should establish a structure that mimics a market in which constituencies take on the role of "sender" (delivering the solution) and "receiver" (implementing it). pdf-file 2004
Relationship demarketing: Managing wasteful or worthless customer relationships	Believe it or not, the “customer from hell” does exist. Showing that customer the door, as this article describes, will make managers’ breathe easier and allow them to focus on the customers that really matter.
Relationship Marketing: A Paradigm Shift or Shaft?	A chapter from the 'Handbook of Relationship Marketing'. pdf-file
Seeing the Whole Elephant	It's time companies understand what customers are really worth. by Mohanbir Sawhney
Staying Ahead the CRM Curve	The lesson: when a customer-relation mechanism is inadequate and unresponsive, something's profoundly wrong-and it's about a lot more than just the Web site. So-how many customers can your company afford to lose?
Superiority in Customer Relationship Management	Consequences for Competitive Advantage and Performance. Pdf-file September 2002
The ABCs of CRM Success	The focus of many CIOs is now turned to gaining competitive advantage through customer-facing strategies.  But it's also well-known that many companies faltered in their CRM initiatives, and satisfaction levels are still abysmal. January 2006
The Domain And Conceptual Foundations of Relationship Marketing	A synthesis of the existing knowledge in relationship marketing, perspectives and definition, typology of relationship marketing programs, process model to better delineate the challenges of relationship formation. A chapter from the 'Handbook of Relationship Marketing'. pdf-file
The Future of CRM	Same but different; article by David Sims
The Innovator's Advantage: A Customer Relationship Management Perspective	Accenture Our research identified several key emerging innovations in customer relationship management that leading companies are embracing to dramatically boost their performance. Pdf-file 114 KB. 2004
The Truth about CRM	It's expensive, hard to implement, time consuming and it may not work. It's time to forget the hype and take a hard look at the reality of CRM. How CIOs are rethinking their CRM investments.
Top CRM Trends For 2002	Looking for clarity beyond the hype of 2001 (January 2002)
Trends and Directions in CRM	Results of research conducted August 2001 by crmindustry.com and supportindustry.com
Unlock the Hidden Value in your CRM Investments	Capturing value from investment in CRM technologies has eluded many companies in the last few years. In this article we highlight an approach to capturing value that focuses on the highest impact levers, redesigns key processes, leverages existing technology, and motivates organizations to adopt a new customer approach. pdf-file
Winning customer loyalty is the key to a winning CRM strategy	Form follows function, and the one practice that illustrates this truism best of all, perhaps, is customer relationship management. For example, when choosing a CRM technology, realign your organization and processes to fit your customer strategy, and then choose the appropriate technology. pdf-file 513 KB

Literature

Managing Customer Relationships : A Strategic Framework
by Don Peppers, Martha Rogers
Presenting a comprehensive framework for customer relationship management, Managing Customer Relationships provides CEOs, CFOs, CIOs, CMOs, privacy officers , human resources managers, marketing executives, sales teams, distribution managers, professors, and students with a logical overview of the background, the methodology, and the particulars of managing customer relationships for competitive advantage. Here, renowned customer relationship management pioneers Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, including a complete overview of the background and history of the subject, relationship theory, IDIC (Identify-Differentiate-Interact-Customize) methodology, metrics, data management, customer management, company organization, channel issues, and the store of the future.