Driven by rapidly changing business environments and increasingly demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and CRM. In this context, new strategic frameworks and cooperation with everybody along the whole value chain are needed to allow managers to deal with the changes in shopping patterns of consumers. This book presents a new strategic framework that has been tested successfully with various global companies. New management concepts such as Collaborative Forecasting and Replenishment, CRM, Category…mehr
Driven by rapidly changing business environments and increasingly demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and CRM. In this context, new strategic frameworks and cooperation with everybody along the whole value chain are needed to allow managers to deal with the changes in shopping patterns of consumers. This book presents a new strategic framework that has been tested successfully with various global companies. New management concepts such as Collaborative Forecasting and Replenishment, CRM, Category Management, and Mass Customization are integrated into one holistic approach with a view to jointly develop customer bonding and loyalty. Experts from companies like McKinsey, Procter&Gamble, Accenture, and AC Nielsen, as well as authors from renowned academic institutions, offer valuable insights on how to redesign organizations for the future.
Dr. Dirk Seifert (geb. 1970) ist Direktor bei der Bertelsmann e-Commerce Group. Zuvor war er Leiter der Strategie-Beratung von Valtech Deutschland. Weitere berufliche Stationen waren das Category Management der Procter&Gamble GmbH und das internationale Pharma-Marketing der Bayer AG, Leverkusen. Studium der Betriebswirtschaftslehre, Schwerpunkt Marketing und Unternehmensführung, an der Universität Lüneburg und der University of California at Berkeley.
Prof. Dr. Dirk Seifert ist Visiting Scholar an der Harvard Business School. Zuvor war er Direktor bei der Bertelsmann AG. Seine Arbeitsschwerpunkte sind Efficient Consumer Response, Collaborative Planning, Forecasting and Replenishment (CPFR), Multi-Channel-Management und Strategic Retail Management.
Inhaltsangabe
1: Customer Relationship Management: The Basics.- 1: Customer Management as the Origin of Collaborative Customer Relationship Management.- 2: What Have We Learned so Far? Making CRM Make Money - Technology Alone Won't Create Value.- 2: Collaborative Customer Relationship Management - How to Win in the Market with Joint Forces.- 3: Collaborative Customer Relationship Management (CCRM).- Case Study: Implementation of Collaborative Customer Relationship Management at Procter & Gamble.- 4: The Integration of Supply Chain Management and Customer Relationship Management.- Case Study: ISCRM - A Study of the Business Benefits Achieved through Integrated Supply and Customer Relationship Management.- 5: The Future of Collaborative Customer Relationship Management: Integrating Demand and Supply Chains.- 3: The Demand Side: Collaborative Customer Relationship and Category Management.- 6: Collaboration in CRM: Potentials and Challenges of an Individualization Based Approach.- 7: Building Customer Loyalty with Collaboration Nets: Four Models of Individualization Based CCRM.- 8: Collaborative Customer Relationship Management from a Market Research Viewpoint.- 9: Category Management: Why Now?.- 4: The Supply Side: Collaborative Planning, Forecasting and Replenishment (CPFR) as a Tool to Support CCRM.- 10: CPFR - Views and Experiences at Procter & Gamble.- 11: How to Scale Your CPFR-Pilot.- 5: What's Next? - Future of Collaborative Customer Relationship Management.- 12: New Ways of Category Management.- 13: Collaborative Category Management on the Internet - Basics to Create and Manage Consumer-Focused Assortments in Online-Shops.- 6: Conclusions and Key Takeaways.- Editors.- Contributing Authors.
1: Customer Relationship Management: The Basics.- 1: Customer Management as the Origin of Collaborative Customer Relationship Management.- 2: What Have We Learned so Far? Making CRM Make Money - Technology Alone Won't Create Value.- 2: Collaborative Customer Relationship Management - How to Win in the Market with Joint Forces.- 3: Collaborative Customer Relationship Management (CCRM).- Case Study: Implementation of Collaborative Customer Relationship Management at Procter & Gamble.- 4: The Integration of Supply Chain Management and Customer Relationship Management.- Case Study: ISCRM - A Study of the Business Benefits Achieved through Integrated Supply and Customer Relationship Management.- 5: The Future of Collaborative Customer Relationship Management: Integrating Demand and Supply Chains.- 3: The Demand Side: Collaborative Customer Relationship and Category Management.- 6: Collaboration in CRM: Potentials and Challenges of an Individualization Based Approach.- 7: Building Customer Loyalty with Collaboration Nets: Four Models of Individualization Based CCRM.- 8: Collaborative Customer Relationship Management from a Market Research Viewpoint.- 9: Category Management: Why Now?.- 4: The Supply Side: Collaborative Planning, Forecasting and Replenishment (CPFR) as a Tool to Support CCRM.- 10: CPFR - Views and Experiences at Procter & Gamble.- 11: How to Scale Your CPFR-Pilot.- 5: What's Next? - Future of Collaborative Customer Relationship Management.- 12: New Ways of Category Management.- 13: Collaborative Category Management on the Internet - Basics to Create and Manage Consumer-Focused Assortments in Online-Shops.- 6: Conclusions and Key Takeaways.- Editors.- Contributing Authors.
Rezensionen
From the reviews: "This is a book that offers much educational benefit to practitioners and academics alike. ... Collaborative Customer Relationship Management consists of six parts and 13 chapters, each contributed by experts ... . is full of detailed information on customer relationship management and on category management. It is excellent for retail training, including some of the schools with programs in retail management. ... is an excellent book for use in large consumer products firms as it has something for everyone engaged in commerce." (Janis Dietz, Journal of Consumer Marketing Vol. 22(2), 2005)
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