Author Profile

Acknowledgements

Preface

Chapter 1: The Drivers of e-CRM
Executive Summary
Introduction
Why Introduce CRM?
Core Activities of CRM
The Role of e-CRM
Putting the ‘e’ into Business
- Technology Ahead of Process
- Waiting for the Future
- Listening to the e-Market
Predictions for On-line Purchasing
- Scenarios for e-Commerce Growth
- ‘Explosive’ Scenario
- ‘Dynamic’ Scenario
- ‘Active’ Scenario
- ‘Sluggish’ Scenario
Impact of Technology on e-Commerce Growth
The Culture Gap
Key Learning Points

Chapter 2: Channels and Activities for e-CRM
Executive Summary
Introduction
Putting the ‘e’ into Customer
From e-Commerce to e-Customer Relationship Management
Case Study: The Woolwich
- Background
- Innovating on Product
- Multi-channel Money Management
- Customer Information and Information Technology
- Results and Outcomes
Key Learning Points

Chapter 3: Organizational Structures for e-CRM
Executive Summary
Introduction
Channels and Customers
Customer then Channel
- Case Report: ABN Amro
Organizing for e-CRM
Old Business, New Channels
- Case Report: Travelocity.com
- Case Report: First Call
New Business Models for B2B
- Case Report: British Telecom
Potential Problems with Virtual Supply Chains
Key Learning Points

Chapter 4: Key Technology Components of e-CRM
Executive Summary
Introduction
Assembling the Building Blocks
- Software Vendors Converge
- Tracking the e-CRM Software Market
Analytical E-CRM Tools
- Understand the e-Customer’s Needs
- Analytical e-CRM Software Vendors Converge
Case Study: Allied Irish Bank
E-mail Marketing and Automation
- The Need for an E-mail Process
- The E-mail Service Gap
Pulling it all Together
Key Learning Points

Chapter 5: Collecting and Managing Data for e-CRM
Executive Summary
Introduction
Data Everywhere
- Conflicting Data Requirements
Integrated Data Infrastructures
- Case Report: British Telecom
Data Mining and Analytical e-CRM
- The New Data Sets
- Banking on Data Analysis
Case Study: Freeserve
Key Learning Points

Chapter 6: Permission and Personalization
Executive Summary
Introduction
Website Personalization
Permission Marketing and Data Protection
Permission to E-mail
Defining Service Levels for e-CRM
Co-ordinating Service Levels
Key Learning Points

Chapter 7: Change Management and e-CRM
Executive Summary
Introduction
Understanding the Scope of Change
Approaches to Change Management
The Roots of Failure are the Roots of Success
People, Culture and Change
- Resistance is Usual
- Creating a Customer Culture
- Notes from the Underground
Communication, Training and Buy-in
Seeing it Through
Case Study: ARM
- Background
- The Role of Support Services
- Changing the Support Model
- Using Technology to Support Technical Support
- Driving Business Results through Service
Key Learning Points

Chapter 8: New Measures for e-CRM
Executive Summary
Introduction
The Changing Nature of Management Metrics
New Measurement Frameworks
- Case Report: Bank of Ireland
Pushing for New Measures
New Channel Metrics
Evolving Measures of Website Performance
Developing Channel Strategies
Key Learning Points

References

Index