Customer Relationship Management Ed Peelen Pdf

The challenge and leadership Mission Culture Structure People Communication and information Systems Where do we stand? ConclusionĬase study: A personal experience: customer focus in healthcare insurance Questions Referencesĥ Customer knowledge strategy 5.1 The value of customer knowledge 5.2 The utilisation of data as an asset 5.3 From data to customer knowledge 5.4 Privacy 5.5 Personal Data Protection Act 5.6 Information policy 5.7 ConclusionĬase study: Customer knowledge at Center Pares: a life-long holiday I Questions ReferencesĦ Customer data management 6.1 Customer identification 6.2 Expanding the size of the customer database 6.3 Customer profiling 6.4 Customer data integration 6.5 ConclusionĬase study: Optimisation of addresses for European football Questions References 7 Data analyses and data mining 7.1 Experiences with data analysis 7.2 The analysis process 7.3 Data mining 7.4 ConclusionĬontents Case study: SNS Bank wins CRM Innovator Award Questions References 8 Segmentation and selection 8.1 Segmentation study as input for the formulation of marketing strategy 8.2 Segmentation research used in compiling the list 8.3 Conclusion Case study: Alpe d'HuZes Questions References 9 Retention and cross-sell analyses 9.1 Retention 9.2 Cross-selling 9.3 Conclusion Case study: Cross-selling within a fully automated convenience store Questions References 10 Management reporting: measuring, learning and optimisingġ44 145 146 147 148 152 157 158 159 159 161 162 167 174 174 176 177ġ0.1 Evaluating the effect of marketing activities on the customer value 10.2 Relating marketing investments to life-time value 10.3 Experiments 10.4 The learning organisation 10.5 ConclusionĬase study: Carglass wins CRM Award Questions References

The nature of the CRM strategy The context of the CRM strategy The results of a successful CRM strategy ConclusionĬase study: Starbucks in the US Questions Referencesģ 4 5 15 19 26 26 28 29 32 33 36 40 41 43 43 45 46 Part II Strategy and organisation 3 CRM as an integral business strategy 3.1 3.2 3.3 3.4 Preface Acknowledgements About the authors Publisher's acknowledgementsġ Customer-supplier relationships 1.1 History 1.2 Description of customer-supplier relationships 1.3 The dynamic in relationships 1.4 Networks 1.5 Conclusion Case study: Collateral trust obligations Questions References 2 Customer relationship management 2.1 The definition of CRM 2.2 CRM building blocks 2.3 Entrance, applications and success of CRM 2.4 Contents of this book 2.5 Conclusion Case study: CRM at C.

Customer Relationship Management Ed Peelen Pdf