Customer Relationship Management: The Bottom Line to Optimizing Your ROI (NetEffect Series)

  • Authors:

  • Jon Anton;Natalie L. Petouhoff

  • Affiliations:

  • -;-

  • Venue:
  • Customer Relationship Management: The Bottom Line to Optimizing Your ROI (NetEffect Series)
  • Year:
  • 2001

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Abstract

Cutting-edge in perspective, this book presents innovative proven methods for determining whether a CRM strategy for changing the way a company provides service (by adding new technology, processes, and procedures) will realize the return on the investment projected. It emphasizes 1) that it is the cost of training both customer service personnel and customers which makes or breaks a new technology implementation, and 2) that the path for success is obtaining and using data measures from customer contact centers to create cost/benefit and return on investment calculations. Throughout, readers see through measurable data-containing examples how the theory is applied with great success by various real-life companies. KEY TOPICS: Thinking Outside the CRM Box. Start with the People. The Secret to Risk Management of CRM: People. The CRM Successful People Process™ (CRM SPP™): The Key to Opening Up Employees to Change. Teams and Their Impact on CRM Implementations. Why Should You Measure Customer Service? Customer Lifetime Value Calculations. Benchmarking Your CRM Center. Measuring People Who Provide Service. The ROI of Training that Impacts the Bottom Line. Using Technology the Smart Way: ROI of Improved Customer Service by an Airline. Measuring Process: Promises, Promises-Service Level Let Downs vs. SP3M™. Technology that Optimizes CRM. MARKET: For a variety of executives, managers, and consultants in companies with customer service departments.