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Index
Cover
Title
Copyright
Contents at a Glance
Contents
About the Authors
About the Technical Reviewer
Acknowledgments
Introduction
Chapter 1: Introduction
Defining CRM
Purpose of this Book
Sources of CRM Value
Supporting a Data-Driven, Learning Organization
Wringing out Inefficiencies and Increasing Employee Productivity
Providing a Better Customer Experience
Informing Business Decisions
Preparing for CRM
Chapter Summary
Chapter 2: Components of CRM Success
People
Process
Technology
Expectations
Pitfalls
Summary
Chapter 3: Building a CRM Roadmap
Why a Phased Approach to Your CRM Program?
It Takes Too Long
There Are No Opportunities to Incorporate Feedback
Building Your Initial Roadmap
Assess Your Current Situation
Developing a Roadmap Midstream
Summary
Chapter 4: Evaluating Software and Consultants
The CRM Software Market
Functional Scope: Full CRM Suites and Specialty Applications
Deployment Models
Application Access
Licensing Models
Selecting the Right CRM Software
Evaluation Criteria for CRM Applications
The Software Evaluation Process
Selecting the Right Consultants
Evaluation Criteria
Final Thoughts
Chapter 5: Planning the Initial CRM Implementation
Managing CRM Projects
Understanding the Phases of a Project
Change Management
Project Communication
Ongoing Project Management
Resource/Vendor Management
Executive Support
Summary
Chapter 6: Executing the Initial CRM Implementation
The Design Stage
“As Is” Process Definition
“To Be” Process Definition
Rules and Escalations
Use Case Definition
Functional Specification Development
Custom Development
Managing Custom Development As Part of Your CRM Project
Technical Specification Documentation
Integration
Provide a More Complete Customer Picture
Automate Business Processes
Types of Integration
Integration Tools
Managing Data-Level Integration in CRM Projects
Developing the Integration
Integration Testing
Managing User Interface Integration in CRM Projects
Linking Data Between Systems
Reporting
What Makes an Effective Report?
The Metric Is Specific
The Metric Is Clearly Owned by a Given Department or Group
The Metric Is Measurable
The Metric Can Be Produced in a Timely Manner
The Quantity of KPIs Must Be Limited to a Manageable Few Items for a Given Scorecard
KPIs Must Have Targets
KPIs Must Be Aligned with Overall Organizational Goals
Report Sources
Reporting Tools
Designing Reports
Report Training
Data Migration
Do You Need Data Migration for Your Project?
Assessing Data Sources
Designing the Data Migration
Data Migration Tools
Testing the Data Migration: The Mock Migration
Planning the Actual Data Migration
Data Migration Summary and Key Lessons
Implementation Testing
Types of CRM Application Testing
Developing Test Plans
Implementation Training
Launching the Solution
Cutover
Initial Application Management
Driving Adoption
Change Management
People Management: New Job Functions
Pulling It All Together: Sample CRM Implementation Project Plan
Common Project Issues and How to Avoid Them
Over-scoping
Overly Complicated Design
Software-Driven Projects
Lack of Executive Support
Managing Differing Priorities
Application Adoption
Summary
Chapter 7: Maintaining and Evolving CRM
Role of the Steering Committee
Maintaining CRM
Supporting Employees and Gathering Feedback
Enhancing CRM
Change Control Process
Roadmap Development and Execution
Managing Large Application Enhancements
New Application Versions and Upgrades
Monitoring the Vendor Ecosystem
Conferences
New Independent Software Vendors (ISVs)
User Groups
Blogs and Newsletters
Consultants
Final Thoughts on Maintaining and Evolving CRM
Conclusion
Index
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