HANDBOOK OF CRM - Free

HANDBOOK OF CRM:

Achieving Excellence in Customer Management

TLFeBOOK

To Penelope and Christopher

HANDBOOK OF CRM:

Achieving Excellence in Customer Management

Adrian Payne

AMSTERDAM ? BOSTON ? HEIDELBERG ? LONDON ? NEW YORK ? OXFORD PARIS ? SAN DIEGO ? SAN FRANCISCO ? SINGAPORE ? SYDNEY ? TOKYO

Butterworth-Heinemann is an imprint of Elsevier

Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP 30 Corporate Drive, Suite 400 Burlington, MA 01803

First published 2005

Copyright ? 2005, Adrian Payne. All rights reserved.

The right of Adrian Payne to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988.

No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder's written permission to reproduce any part of this publication should be addressed to the publisher.

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British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library

Library of Congress Control Number: 2005922524 A catalogue record for this book is available from the Library of Congress

ISBN-13: 978-07506-6437-0 ISBN-10: 07506-6437-1

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Contents

Preface

xiii

About the Author

xvii

Acknowledgements

xix

Introduction

1

1 A strategic framework for CRM

4

The origins of CRM

6

The key principles of relationship marketing

9

An emphasis on retention of profitable customers

9

An emphasis on multiple markets

9

An emphasis on a cross-functional

approach to marketing

10

The rise of CRM

11

Marketing on the basis of relationships

11

Viewing customers as business assets

12

Organizing in terms of processes

12

From reactive to proactive use of information

13

Deploying IT to maximize the value of information

14

Balancing the value trade-off

15

Developing `one-to-one' marketing

16

The role of CRM

17

Varying definitions of CRM

18

The CRM continuum ? three perspectives of CRM

18

Use of CRM and its terminology

20

A definition of CRM

22

Types of CRM

23

The size and nature of the CRM market

24

Sector growth within the CRM market

25

CRM and software vendors

25

Five key cross-functional CRM processes

29

The need for a CRM strategic framework

30

Process 1: the strategy development process

32

Process 2: the value creation process

32

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