David Finnegan, Leslie P. Willcocks

Implementing CRM

• Gebundenes Buch

Produktbeschreibung

Firms are continually seeking new ways to forge close relationships with their most valuable customers. With recent advances in networking and database management, firms have both the motivation and the means for improving their Customer Relationship Management (CRM) strategies.

This book focuses on the actuality of implementing CRM. It is about the organization's ability to provide a seamless and personalized experience to each customer rather than a transactional or product-focused approach where the future of the relationship is not an over-riding consideration. This book connects CRM systems implementation with organizational change for the first time. It looks into the factors that distinguish firms which connect with their customers and gain customer loyalty with firms that are not as successful. It also describes the micro-processes that occur on a daily basis in a company and all the small decisions managers and employees take during the implementation of change and the creation of knowledge.

Finnegan and Willcocks note that CRM implementation is not the straightforward process that many of the trade publications would have us believe. They state the failure rate of large CRM projects may be as high at 70%. Through the lens of two detailed case studies, the authors investigate why CRM is no panacea.

Produktdetails

• Wiley Series in Information Systems
• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 346
• Erscheinungstermin: Mai 2007
• Englisch
• Abmessung: 235mm x 157mm x 24mm
• Gewicht: 625g
• ISBN-13: 9780470065266
• ISBN-10: 0470065265
• Artikelnr.: 22580552

Autorenporträt

David Finnegan, MBA, PhD, has twelve years senior management experience and is a CRM and Systems Integration Specialist. He works internationally as an integration consultant and trainer, while developing postgraduate academic programmes for several universities in the UK and USA. He is also presently working as an Assistant Professor at Warwick Business School. He has worked in a range of roles, including with the Swedish Home Office, and has over 10 years experience in leadership training, system integration, business analyses and business process re-engineering in B2B and B2C environments. Leslie P. Willcocks, BA, MA, PhD, has an international reputation for his work on outsourcing, information systems, IT strategies, evaluation and organizational change. He is Professor in Technology, Work and Globalization at London School of Economics and Visiting Professor at the Universities of Erasmus and Melbourne. He has co-authored 28 books and published over 150 papers in journals ranging from Harvard Business Review and Sloan Management Review to MIS Quarterly and Journal of Management Studies. He is a regular keynote speaker and retained as adviser and educator by corporations worldwide.

Inhaltsangabe

About the Authors Series Preface Preface Chapter 1 Introduction and CRM
Overview Chapter 2 Positioning CRM as IT -Enabled Business Change Chapter 3
CRM Implementation: The Neglected Roles of Culture, Knowledge and
Psychological Contracts Chapter 4 Tools for Investigation: Methods, Pilot
Study and Frameworks Chapter 5 CRM Implementation Case: A UK City Council
Case Study (UKCC) Chapter 6 CRM Implementation Case: An International
Enterprise (IE) Chapter 7 Cross-Case and Cross-Sector Analysis: What Can We
Learn? Chapter 8 Conclusion: CRM Developments References Appendix A -
Interview Guidelines for the Pilot / Initial Analysis Appendix B -
Interview Guidelines for final data collection Appendix C - A Note on
Processual Analysis References Index

Rezensionen

"...Unternehmen, die mit ihrem Customer-Relationship-Management-System nicht zufrieden sind, finden in diesem Buch viele Anregungen für Verbesserungen." (Managementkompass, Broschüre mit dem Titel: Wachstumstreiber Technologie, 2008)