|
1.0
|
Executive Overview |
1 |
| |
1.1
Summary of POV Part 1 Document Details |
1 |
| 2.0 |
The Continuum of CRM Disciplines
|
1 |
| |
2.1 CRM: The Philosophy |
2 |
| |
2.2 Relationship Marketing: The Strategy |
3 |
| |
2.3 Direct Marketing: The Tactics |
4 |
| 3.0 |
The Brand and CRM: A
Perfect Match |
6 |
|
4.0
|
The Evolution of CRM in the Marketplace |
8 |
| |
4.1 Technology Catches Up To Demand |
9 |
| |
4.2 Processes Must Now Catch-up to Technology |
10 |
| |
4.2.1 Case Study: Fidelity Channel Migration by
Customer Profitability |
10 |
| 5.0 |
The Promise of CRM |
12 |
| |
5.1 CRM Delivers Measurable Bottom Line Impact for
Business |
12 |
| |
5.1.1 Case Study: How Hewlett-Packard Reduced Cost,
Increased Revenue and Improved Customer Satisfaction |
14 |
| |
5.2 CRM Helps Meet Consumers’ Expectations |
16 |
| |
5.2.1 Case Study: Student Advantage Delivers on the
Promise of Improving the Student’s Experience |
17 |
| 6.0 |
Defining Success and Failure |
18 |
| |
6.1 Understanding Common Elements of CRM “Failures” |
19 |
| |
6.1.1 Case Study: Pioneer Investments Carves its CRM
Initiative into Manageable Pieces |
24 |
| |
6.2 The Definition of CRM “Success” |
25 |
| 7.0 |
Glossary |
28 |
| 8.0 |
Endnotes and Bibliography |
30 |
