Customer Obsession: Your Roadmap To Profitable CRM, by Ad Nederlof and Dr. Jon Anton, softcover, 246 pages, 2002, $24.95

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Overview

Ad Nederlof and Dr. Jon Anton have done the near impossible: to position CRM in such a way that it makes practical sense to C-level executives. Beginning with the title of the book, "Customer Obsession," on through the last chapter, this book positions CRM for what it really is, namely a complete change in corporate strategy, from the top down, that brings the customer into focus.  The customer has many faces, and the question is "can you recognize your customer" with your current information technology systems in place?  Many can not.  After you read this book, you will definitely know where to begin.

Table of Contents

1. Introduction to the CRM Journey
   • Accessibility Is The Key
   • Definition of CRM
   • Why CRM Is a Journey, Not a Destination
   • Ten Characteristics of World Class CRM Centers
   • Customer Care Center Strategy
   • CRM Stakeholders
2. CRM as a Corporate Strategy
   • CRM Spending versus Business Results
   • CRM History
   • Introduction to Our Magic Squares
   • Keep It Super Simple (KISS)
   • CRM Begins With th Top Management
   • Managing Expectations
   • Decreasing the Failure Rate
   • Loyality-based CRM Management
   • CRM as a Corporate Differentiator
3. Adapting Your People to an Enterprise-wide CRM Strategy
   • The People Part of "People, Process and CRM Technology"
   • Customer Satisfaction versus Agent Performance
   • Where to Spend Money
   • Getting the People On Board with the CRM Journey
   • Implementing Change Management from the Beginning
   • Leadership Training to Reduce the Valley of the Tears
4. Applying CRM to Business Process Design
   • Understanding the Reasons for Business Process Design
   • Discovering the Changes That Need to be Made in How Things Are Done
   • Accessibility versus Business Process Mapping
   • Functionality Point Analysis
   • Defining your Vision for the "Could Be" CRM Center
   • Service Level Agreements
5. Phases in Implementing Technology to Enable CRM
   • Introduction to Technology Strategy
   • Starting With What You Have
   • Inventory Existing Technology
   • CRM Center Reengineering
   • Premises Versus Network
   • Customer Relationship Management
   • Reporting and Analysis
   • CRM Center Architecture
   • Consistent Contact Handling
   • Understanding Urgency Versus Importance When Deciding What To Do First
   • Understanding the Ease of Implementation Versus the Impact When Deciding the Order of CRM-enabling Technology Implementation
   • A Roadmap of CRM-enabling Technology Implementation
   • Minimizing the Risk of a CRM-enabling Technology Implementation
   • Routing as an Enabler of Superior Customer Service
   • How Routing Helps Self-Service
   • How Routing Helps Channel Integration
   • Open Technology Platforms
   • Various Types of Technology and Issues to Consider
   • Computer Telephony Integration
   • Self-service
   • Self-service Web-based Solution
   • Online Agent-Assisted Service
   • E-mail
   • Own and Operate Versus Using a Service Provider
   • Outsourcing CRM Versus Operating Your Own CRM Center
6. Using CRM Analytics to Produce Business Intelligence
   • Deciding to Collect Customer Contact Data
   • Better Interactions Means Better Profits
   • Connecting Customer Data to Customer Lifetime Value
   • Operationalizing Business Decisions With Data
   • Customer Revenue
   • Customer Profitability
   • Customer Loyalty
   • Customer Growth
   • Designing How to Warehouse Customer Contact Data for Later Analysis
   • Crafting the Customer Experience
   • Customer-Touchpoints
   • Selecting the Best CRM Analytic Tools for Data Processing and Report Preparation
   • Understanding the Need for Seamless, Intuitive, and Just-in-time Ad Hoc Queries by Line Management
   • Computing Customer Lifetime Value
   • Operational Databases
   • The Importance of Data Warehouses
   • Data Warehouse-Customer Knowledge: Data Mining Analyses
   • Customer Knowledge Touchpoints-Feedback of Customer Knowledge
   • Preparing "Just-in-Time" Reports for Management Decision-making:Two Case Studies
   • Case Study #1-The Airlines
   • The Business Impact
   • Case Study #2-Consumer Electronics
7. Measuring and Using Customer Feedback
   • Measuring and Managing Customer Feedback
   • Customer Feedback Techniques that Work for CRM
   • Quality Perception Drivers
   • Tragic to Magic Moments
   • Producing a Balanced Score Card
   • Using a Strategic Improvement Matrix
   • Including Customer Feedback in all Management Decisions
8. Calculating a Return on Investment(ROI) for CRM
   • What to Consider in an ROI Calculation
   • Examples of How CRM Solutions Can Be Self-funding
9. Benchmarking CRM Performance for Best Practices
   • Certifying Your CRM Center Via Benchmarking
   • Selecting and Defining Performance Metrics
   • Effectiveness Metrics
   • Specific Efficiency Metrics
   • The Case Study Organizational Profile
   • Selecting Improvement Initiatives
   • Monitoring Improvement Processes
   • Setting Balanced Priorities for Both CRM Quality and Corporate Profits

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