Customer relationship management : concepts and technologies

This much-anticipated new edition of the bestseller Customer Relationship Management provides a comprehensive and balanced review of CRM, now with substantial revisions responding to the recent changes in CRM practice. The book explains what CRM is, the benefits it delivers, the contexts in which it is used, the technologies that are deployed, and how it can be implemented. Both theoretically sound and managerially relevant, the book draws on academic and independent research from a wide range of disciplines including IS, HR, project management, finance, strategy and more. Buttle and Maklan, clearly and without jargon, explain how CRM can be used throughout the customer life cycle stages of customer acquisition, retention and development. The book is illustrated liberally with screenshots from CRM software applications and case illustrations of CRM in practice. NEW TO THIS EDITION: - Updated instructor support materials online - Full colour interior - Brand new international case illustrations from many industry settings - Substantial revisions throughout, including new content on: o Social media and social CRM o Big data and unstructured data o Recent advances in analytical CRM including next best action solutions o Marketing, sales and service automation o Customer self-service technologies o Making the business case and realising the benefits of investment in CRM Ideal as a core textbook by students on CRM or related courses such as relationship marketing, database marketing or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management1.Introduction to CRM -- Chapter objectives -- Introduction -- Strategic CRM -- Operational CRM -- Analytical CRM -- Where does social CRM fit? -- Misunderstandings about CRM -- Defining CRM -- CRM constituencies -- Commercial contexts of CRM -- The not-for-profit context - the 'third sector' -- Models of CRM -- Summary -- Notes and references -- 2.Understanding relationships -- Chapter objectives -- What is a relationship? -- Relationship quality -- Why companies want relationships with customers -- Customer lifetime value -- When might companies not want relationships with customers? -- Why customers want relationships with suppliers -- Customer satisfaction, loyalty and business performance -- Relationship management theories -- Summary -- Notes and references -- 3.Managing the customer lifecycle - customer acquisition -- Chapter objectives -- Introduction -- What is a new customer? -- Portfolio purchasing -- Prospecting -- Key performance indicators of customer acquisition programmes -- Making the right offer -- Operational CRM tools that help customer acquisition -- Summary -- Notes and references -- 4.Managing the customer lifecycle - 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 programmes -- The role of research in reducing churn -- Strategies for customer development -- Strategies for terminating customer relationships -- Summary -- Notes and references -- 5.Customer portfolio management -- Chapter objectives -- What is a portfolio? -- Who is the customer? -- Basic disciplines for CPM -- CPM in the business-to-business context -- Customer portfolio models -- Additional customer portfolio management tools -- Strategically significant customers -- The seven core customer management strategies -- Summary -- Notes and references -- 6.How to deliver customer-experienced value -- Chapter objectives -- Introduction -- Understanding value -- When do customers experience value? -- Modelling customer-perceived value -- Sources of customer value -- Customization -- Value through the marketing mix -- Summary -- Notes and references -- 7.Managing customer experience -- Chapter objectives -- Introduction -- What is customer experience? -- Customer experience concepts -- How to manage customer experience -- What distinguishes customer experience management from customer relationship management? -- How CRM software applications influence customer experience -- Summary -- Notes and references -- 8.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 -- 9.Marketing automation -- Chapter objectives -- Introduction -- What is marketing automation? -- Benefits of marketing automation -- Software applications for marketing -- Summary -- Notes and references -- 10.Service automation -- Chapter objectives -- Introduction -- What is customer service? -- Modelling service quality -- Customer Service Excellence certification -- What is service automation? -- Benefits from service automation -- Software applications for service -- Summary -- Notes and references -- 11.Developing and managing customer-related databases -- Chapter objectives -- Introduction -- Corporate customer-related data -- Structured and unstructured data -- Developing a customer-related database -- Data integration -- Data warehousing -- Data marts -- Knowledge management -- Summary -- Notes and references -- 12.Using customer-related data -- Chapter objectives -- Introduction -- Analytics for CRM strategy and tactics -- Analytics throughout the customer lifecycle -- Analytics for structured and unstructured data -- Big data analytics -- Analytics for structured data -- Three ways to generate analytical insight -- Privacy issues -- Summary -- Notes and references -- 13.Planning to succeed -- Chapter objectives -- The logic of the business case -- Organizing for benefits -- Network and virtual organizations -- Person-to-person contacts -- Key account management -- Summary -- 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 -- Summary -- Notes and references -- 15.The future -- Notes and references.400 page(s)3rd ed