客户关系管理中的工具.pdfVIP

From… The CRM Handbook: A Business Guide to Customer Relationship Management by Jill Dyche Chapter 7: PLANNING YOUR CRM PROGRAM • Defining CRM Success • Preparing the CRM Business Plan • Understanding Business Processes • CASE STUDY: Verizon • A CRM Readiness Checklist for Success • The Managers Bottom Line No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior consent of Addison-Wesley. Provided in conjunction with: www.CRMC /cseng/ The CRM Handbook A Business Guide to Customer Relationship Management Jill Dyché Addison-Wesley Boston • San Francisco • New York • Toronto • Montreal London • Munich • Paris • Madrid Capetown • Sydney • Tokyo • Singapore • Mexico City v — Title Page C H A P T E R S E V E N Planning Your CRM Program lanning a CRM program can be as simple as building Pconsensus over a series of meetings with key stakehold- ers who all have a vested interest in keeping customers. Or it can be as complex as launching a multi-month project to gather requirements from across the company, interview stakeholders, and draft a game plan—working with staff members who might not have ever heard of CRM. What- ever its scope, planning a CRM program is rarely as straight- forward as it first seems. CRM engenders business change, and business