| |
 |
|
|
|
Selected Titles from the Yourdon Press Series |
|
|
About the Series |
|
|
About the Series Editor |
|
|
Preface |
|
|
|
What's the tutorial About? |
|
|
|
How Do I Use the Book? |
|
|
|
Acknowledgments |
|
|
Chapter 1. What is CRM and Why is it Important? |
|
|
|
Express Version |
|
|
|
What is CRM? |
|
|
|
Elements of CRM |
|
|
|
The Benefits of CRM |
|
|
|
Can CRM Technology Conquer All CRM Challenges? |
|
|
|
CRM Nirvana—What Is It and Is It a Worthwhile Goal? |
|
|
|
Why Does CRM Fail So Often? |
|
|
|
Is CRM Just for the Big Guys? |
|
|
|
Can CRM Work If It's Not Integrated? |
|
|
|
Does CRM Deliver apps or a Tool Kit? |
|
|
|
What's the Place of IT in CRM Initiatives? |
|
|
|
Chapter 2. Auditing your CRM System |
|
|
|
Express Version |
|
|
|
The Big Question: Do You Need A New CRM System? |
|
|
|
The 5-Minute CRM Test |
|
|
|
Detailed CRM Inventory |
|
|
|
Bad Reasons to Get a New Tool |
|
|
|
Good Reasons to Get a New Tool |
|
|
|
Chapter 3. Overview of CRM Selection and Implementation |
|
|
|
Express Version |
|
|
|
A High-Level View of the Entire Process |
|
|
|
Success Factors |
|
|
|
The Three Phases of CRM Projects |
|
|
|
How Long Will it Take? |
|
|
|
How Much Will It Cost? |
|
|
|
Chapter 4. The CRM Project Team |
|
|
|
Express Version |
|
|
|
What's a Good CRM Project Team? |
|
|
|
The Executive Sponsor |
|
|
|
The Project Manager |
|
|
|
The Business Owners |
|
|
|
The Super-Users |
|
|
|
The IT Owner |
|
|
|
The Technical Staffers |
|
|
|
How Many Resources Does It Really Take? |
|
|
|
Chapter 5. Requirements Definition |
|
|
|
Express Version |
|
|
|
Why Define Requirements? |
|
|
|
Creating a Requirements List |
|
|
|
Structure of the Requirements List |
|
|
|
The Vendor |
|
|
|
Technical Architecture |
|
|
|
Functionality |
|
|
|
Implementation and Maintenance |
|
|
|
Budget |
|
|
|
Template Requirements Checklist |
|
|
|
Chapter 6. Shopping for CRM Systems |
|
|
|
Express Version |
|
|
|
Shopping with a Purpose |
|
|
|
Creating the Long List |
|
|
|
Evaluating Candidates |
|
|
|
Creating the Short List |
|
|
|
Sample RFP |
|
|
|
Chapter 7. Buying CRM Systems |
|
|
|
Express Version |
|
|
|
The Home Stretch |
|
|
|
Checking References |
|
|
|
Negotiating the Contract |
|
|
|
Getting the Best Price |
|
|
|
Preparing an ROI Justification |
|
|
|
Chapter 8. Selecting an Integrator |
|
|
|
Express Version |
|
|
|
What's An Integrator And Do I Need One? |
|
|
|
When Do I Start Looking for an Integrator? |
|
|
|
Tool Vendor or Third Party? |
|
|
|
Finding Integrators |
|
|
|
Evaluating Integrators |
|
|
|
Negotiating With Integrators |
|
|
|
Chapter 9. Implementing CRM Systems |
|
|
|
Express Version |
|
|
|
Implementation Overview |
|
|
|
The Kickoff Workshop |
|
|
|
A Few Technical Notes on the Implementation |
|
|
|
Testing |
|
|
|
Training |
|
|
|
The Rollout |
|
|
|
Successfully Managing an Implementation |
|
|
|
Care and Feeding of the Integrator |
|
|
|
Involving the Users |
|
|
|
Internal Promotion |
|
|
|
Customer Promotion |
|
|
|
Handling Implementation Problems |
|
|
|
Post-mortem Review |
|
|
|
Chapter 10. Measuring Success |
|
|
|
Express Version |
|
|
|
Why Metrics Matter |
|
|
|
Types of Metrics |
|
|
|
Garbage In… |
|
|
|
Don't Be Average |
|
|
|
Slicing and Dicing, Babushka-Style |
|
|
|
More is Not Better |
|
|
|
The Dashboard Concept |
|
|
|
Streamline Delivery |
|
|
|
Suggested Metrics |
|
|
|
Where do I Go From Here? |
|
|
|
Chapter 11. Rescuing a Failing CRM Project |
|
|
|
Express Version |
|
|
|
Project Failures |
|
|
|
Step 1: Assess |
|
|
|
Step 2: Restructure |
|
|
|
Step 3: Restart |
|
|
|
Chapter 12. CRM Resources |
|
|
|
Web Sites |
|
|
|
Magazines and Trade Publications |
|
|
|
Books |
|
|
|
Analysts |
|
|
|
Conferences |
|
|
|
Glossary |
|
|
Index |
