CRM Unplugged (PDF)

Foreword. Preface. Acknowledgments. 1. A New, More Strategic Approach to CRM. Industry Leaders Show the Way. A Clearer Definition of CRM Is Required. Three Lessons from Leaders. Key Points. 2. A Review of CRM Failures. What Went Wrong with CRM. CRM Contributes to a Scary Halloween for Hershey. Why CRM Projects Fail. Key Points. 3. Strategy First: Aligning CRM with Company Strategy. Using an Analytical Framework for Defining Strategy. Distinguishing Competitive Advantage from Other Types of Benefits. How Competitive Advantage Manifests Itself in Operations. Identify CRM Initiatives That Fortify Competitive Advantage. Key Points. 4. Customer Intelligence: The Science of Customer Insight. How Harrah's Used Customer Insight to Turn the Tables on the Gaming Industry. Seven Dimensions of Customer Insight. Define a Scientific Process for Leveraging Customer Insight. Building Blocks Required to Implement a Customer Insight Infrastructure. Key Points. 5. Demand Visibility and Response. Demand Visibility. Best Practices for Increased Visibility. Responding to Market Demand. Best Practices for Demand Responsiveness. Science of Revenue Management. Power of Pricing. Key Points. 6. An Enterprise-Wide Approach to CRM. What Is Customer Strategy and How Does It Help? How Customer Strategy Relates to Corporate and Functional Strategy. Key Components of an Effective Customer Strategy. Enterprise Marketing Management: How Customer Strategy Integrates with Marketing Strategy. Key Points. 7. Implementing CRM Successfully. Implementation Guidelines for Success. Key Points. Epilogue: The Future of CRM. New Marketing Approaches. Understanding Financial Metrics Related to Customers. New Management Approaches Based on Predictive Analysis. Continuous Optimization of Operations. Leveraging Emerging and Specialized Technologies. Harnessing the Benefits of Outsourcing. Index.

PHILIP BLIGH is the founder, Chairman, and CEO of theInforte Corp., a customer strategy and solutions consultancy basedin Chicago. His extensive experience in customer change, sales, andmarketing strategy has established Inforte as one of thenation's leading and fastest growing strategic consultancies,with an enviable Wall Street reputation. An author and respectedspeaker, Bligh has contributed to Harvard Business School ProfessorMichael Porter's articles in the Harvard Business Review andserves as a source for numerous media outlets on topics relating tocustomer strategy and management. In addition, he is an adjunctprofessor in management at DePaul University's KellstadtGraduate School of Business and is also on the Board of Directorsfor the Lyric Opera of Chicago.

DOUGLAS TURK is Executive Vice President at Inforte Corp.He has conducted many ROI analyses for customer relationshipmanagement and e-marketplace systems and is a leading speaker andwriter on the topic of CRM profitability. His contributions havehelped Inforte remain profitable as a public company for twentyconsecutive quarters and garnert he honor of being named one ofForbes Top 200 Small Businesses.

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