Opis: Customer Management Scorecard - Bryan Foss, Neil Woodcock, Merlin Stone

This volume documents the results of global research on customer management (CM) funded by QCi, IBM and OgilvyOne. It is based on the diagnostic tool developed by QCi, the Customer Management Assessment Tool (CMAT), which is recognized as the global CRM scorecard and benchmark "best practice" standard for assessing how well organizations manage their customers. Drawing on the results of research using CMAT in over 300 leading companies around the world and across a wide variety of sectors, the authors present their findings. The detailed cases illustrate the gains to be made from managing customers well and include: BP; Barclaycard; BskyB; Hyundai; Mobil; Prudential; Smithkline Beecham; John Lewis; NatWest Bank; and Rolls Royce. The accompanying free CD-ROM contains a mini version of CMAT. "This book shows companies how to establish accurately how good they are at managing their customers and what they need to do to improve their customer management. The book avoids arcane theories of CRM. Its recommendations are based on classic good practice in direct and database marketing, demonstrating the authors' strong background in these areas." -- Professor Derek Holder, Managing Director, Institute of Direct MarketingChapter 1. What is CMAT? - Neil Woodcock, Michael Starkey and Merlin Stone, The scope of a CMAT assessment, How a CMAT assessment is carried out, The benefits of CMAT assessments; Chapter 2. Overall analysis - Neil Woodcock, Michael Starkey and Merlin Stone, Customer management performance is disappointing, Why the scores have declined , Why companies are performing so poorly, despite the investment, It's not all doom and gloom; Chapter 3. Customer management around the world - Michael Starkey, Neil Woodcock, Merlin Stone and Sarah Boussofiane, North America, Canada, Germany, Switzerland, Austria, United Kingdom, Developing Asia Pacific, Japan, Importance of these findings; Chapter 4. Where companies can create and destroy value - Neil Woodcock, Michael Starkey and Merlin Stone, Introducing the customer management value chain, Focusing on customer value; Chapter 5. Analysis and planning - Neil Woodcock, Michael Starkey and Merlin Stone, Characteristics of the highest-performing companies, Examples of best practices; Chapter 6. Proposition - Neil Woodcock, Michael Starkey and Merlin Stone, Characteristics of the highest-performing companies, Examples of best practices; Chapter 7. Customer management activity - Neil Woodcock, Michael Starkey and Merlin Stone, Where value is being created (extracted from highest-performing companies), Best practice examples; Chapter 8. People and organization - Neil Woodcock, Michael Starkey and Merlin Stone, Characteristics of the highest-performing companies, Best practice examples; Chapter 9. Information and technology - Neil Woodcock, Michael Starkey and Merlin Stone - Characteristics of the highest-performing companies, Best practices;Chapter 10. Process management - Neil Woodcock, Michael Starkey and Merlin Stone, Characteristics of high-performing companies, Best practices; Chapter 11. Measurement - Neil Woodcock, Michael Starkey and Merlin Stone, Characteristics of highest-performing companies, Best practices; Chapter 12. The customer experience - Neil Woodcock, Michael Starkey and Merlin Stone, Characteristics of highest-performing companies, Best practices; Chapter 13. The role of customer information management and usage in best practice customer management - Dave Irwin, Clarke Caywood and Iain Henderson, Introduction, Methodology and findings, General findings, Information management and usage findings, Best practices, Conclusions; Chapter 14. The Dutch insurance industry CMAT study - Hans Neerken and Roland Bushoff, Introduction , General results, Direct insurers score best, Analysis and planning, Proposition, People and organization, Information and technology, Processes, Customer management activities, Measurement, Customer experience, Conclusions; Chapter 15. Trends in customer management - Neil Woodcock, Michael Starkey and Merlin Stone, Customer management spend is increasing, Trends in customer contact channels and media. (Part contents).

Szczegóły: Customer Management Scorecard - Bryan Foss, Neil Woodcock, Merlin Stone

Tytuł: Customer Management Scorecard
Autor: Bryan Foss, Neil Woodcock, Merlin Stone
Producent: Kogan Page
ISBN: 9780749438951
Rok produkcji: 2002
Ilość stron: 384
Oprawa: Twarda
Waga: 1.14 kg

Recenzje: Customer Management Scorecard - Bryan Foss, Neil Woodcock, Merlin Stone