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Building The Customer-Centric Enterprise
Strategies for leveraging information technologies to improve customer relationships
With E-business comes the opportunity for companies to really get to know their customers--who they are and their buying patterns. Business managers need an integrated strategy that supports customers from the moment they enter the front door--or
Web site--right through to fulfillment, support, and promotion of new products and services. Along the way, IT managers need an integrated set of technologies--from Web sites to databases and data mining tools--to make all of this work. This book shows both IT and business managers how to match business strategies to the technologies needed to make them work. Claudia Imhoff helped pioneer this set of technologies, called the Corporate Information Factory (CIF). She and her coauthors take readers step-by-step through the process of using the CIF for creating a customer-focused enterprise in which the end results are increased market share and improved customer satisfaction and retention. They show how the CIF can be used to ensure accuracy, identify customer needs, tailor promotions, and more.
CONTENTS:
Acknowledgments.
Foreword.
Introduction.
INTRODUCING CRM.
The Customer Becomes the Center of the Business Universe.
The Customer and the Corporate Information Factory (CIF).
Understanding the Customer Life Cycle.
PLANNING FOR CRM.
Are You Ready? Tuning the Organization for CRM.
Getting Underway.
Developing an Integrated CRM Technology Environment.
Capturing Customer Information.
Quality Relationships Start with Quality Customer Data.
IMPLEMENTING CRM.
Business Intelligence: Technologies for Understanding Your Customers.
Facilitating Customer Touches with the Customer ODS.
Automating the Sales and Service Process.
Interacting with Customers Online.
Putting It All Together with Enterprise Portals.
Preserving Customer Trust -
The Role of Privacy.
The Future of CRM.
Glossary.
Recommended Reading.
Index.
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