Accelerating Customer Relationships

RONALD S. SWIFT is Vice President and a key Strategist for Customer Knowledge Solutions at NCR Corporation, the world's leading provider of Relationship Technologies that expand and enhance relationships with customers.

1. Managing Customer Relationships 1:1


Foundations of the Past Drive Our Future. The Major Types of Customers. Who Really Knows Their Customers? Keeping the Customers You Have. How You Serve Your Customers Is a Major Competitive Differentiator. Defining Customer Relationship Management. Some Companies Do CRM Naturally. Targeting Profitable Customers. Positioning Is the Key to Success in Business. Who Owns the Customer? Changes in Customer Positioning. Using Data Better Enables You to Manage Relationships with Your Customers. CRM Is Easy for Small Companies. Large Companies Must Succeed at CRM. CRM Is Not Easy for Many Companies. Costs and Benefits of Relationship Management. Who Is Responsible for CRM? Why This Book Is for You! Are You Ready for CRM? Marketing Communications Strategies. The Power of Relationship Optimization. Management Considerations.



2. Defining Your CRM Process.


Why Create a Process for CRM? CRM As a "Process"—Not a Project. Major Objectives and Benefits of a CRM Process. From Product Focus to Customer Focus. The Business View of a Marketing Process. The CRM Organization's Structure. Integration of Business, Information, People, Process, and Technology. Successful Excellence: Israel's Pele-Phone. Data Warehouse Requirements Definition. Management Considerations.



3. The Role of Information Technology.


The Change from Data to Relationships. Six Key Enterprise Priorities. Four Stages of Knowledge Maturity. Integrating the Business Functions and Info-Structure Provides the Foundation. The Enterprise Opportunity. Preparing for Cultural and Idea Interchanges. The Role of Technology in Driving Customer Retention and Profitability. Enabling Customer Retention and Higher Profits. Who Are Your Customers? CRM Enables Customer Segmentation. Data Data Everywhere. Enabling the New Marketing Litany: The Four Cs. Customer Retention. Knowing the Customer and Using Cross-selling. Enabling Target Marketing. The Importance of Enabling Technologies. The Emergence of Relationship Technologies. Excellence in Business Transformation: Hallmark Cards. Management Considerations.



4. Learning from Information: Data Mining.


The World of Learning from Information Itself. The Role of Data Mining. Electronic Commerce. Operationalizing the Customer-Centric Data Warehouse. The Data Mining Process. Using Data Mining and Modeling for Business Problems. Selection Criteria for Data Mining Technologies. Management Considerations.



5. The Stages of Growth for CRM and Data Warehouse.


The Six Stages of Growth. Categorizing Analytical Approaches. The Types of Decision Support. Managing the "Stages of Growth" in Customer-Centric Enterprise Info-Structure Environment. The Info-Structure or Framework. DW Successes from Long-Term Detailed Historical Enterprise Data. Any Question—At Anytime—of Any Data—from Any Level of Business. Mature Data Warehousing and CRM Decision Support. CRM and the Stages of Growth for Customer-Centricity. Management Considerations.



6. Data Warehouse Methodology.


The Proof Is in the Experience. The Planning Phase. The Design and Implementation Phase. Usage, Support and Enhancement Phase. How to Achieve a High Degree of Scalability. Management Considerations.



7. Building the CRM Data Warehouse and Info-Structure.


Defining Your Timeframes and Objectives. Defining a DW Framework and Building a Data Warehouse. Building a Data Warehouse in 100 Days. Phase 1: Analysis & Design. Phase 2: Implementation. Phase 3: Reports, Queries, and Analytical Uses.



8. Critical Success Factors for CRM and DW.


Strategic "IT and Business" Enterprise CSFs. Information Infra-Structure CSFs. Guidelines for Success—Knowing Your Providers. Seven Rules for Discussions with CRM Solution Providers. Business Questions and Issues. Information Technology Questions. Business Users' Questions. Red Flags. Management Considerations.



9. Data Privacy: Ensuring Confidence.


The Need for Data Privacy. Guidelines—The OECD Principles. Online Privacy Alliance. The Emerging “P3P Standard.” European Legislation.The Approach to Privacy in Data Warehousing. Opportunity for Enhanced Customer Relationship Management. Building Privacy into the Data Warehouse. Management Considerations.



10. Implementing Privacy and Customer Views.


Applying the Privacy Policies to a Data Warehouse for CRM. Opportunities for Managing Your Customers. P3P Adoption Scenario: Retail Data Warehouse. Enhanced Personal Data. Potential Marketing Initiatives. Using Privacy Views to Implement Privacy in a CRM Environment.



11. The @ctive Data Warehouse.


A New Breed of Decision Support. Knowing Differences—Old World Versus Active Info-Structures. First Generation Implementations—The Refreshment Cycle. Current Generation Data Warehouse Implementations. Learn by Having Very Detailed CRM Data About Customers. The @ctive Data Warehouse Strategy. Web-Based Business Opportunities. Paving the Future for Knowledge Commerce. Coming of Age in the New Age of E-Commerce. E-commerce and E-business. Excellence in Business Transformation: Delta Air Lines Takes Off Using Advanced @ctive Data Warehousing for CRM. Management Considerations.



12. The Economic Value of CRM.


One-to-One Marketing. Anticipated Results of CRM—Key Assumptions and Verifications. How to Get Your Economics Around CRM. The Payback from Detailed Information and the Cost of Not Having It. Advancing Toward Strategic Economics of CRM. Management Considerations.



13. The Strategic View of Data Warehousing and CRM.


Sustainable Competitive Advantage (SCA). The Eternal Struggle of Business. Strategic Thinking. Data Warehousing and Strategic Thinking. A Rising-Tide Strategy. Data Warehousing and the Strategic Paradox. Data Warehousing and Maneuverability. Management Considerations.



14. How Companies Succeed Using CRM, Data Warehousing, and Relationship Technologies.


The Financial Services Industry. The Manufacturing and Distribution Industries. The Retail Industry. The Airline and Tourism Industries. The Ground Transportation Industry. The Telecommunications Industry. The Health Insurance Industry. The Entertainment Industry. Management Considerations.



15. Studies of Communications Industry Implementations.


The Oshita Research Project—Focus on Knowledge. Four-Phase Technique for Research in CRM. The Communications Industry—A Review. Research Findings. Understanding Strategic Horizons. Management Considerations.



Appendix A: Author's End Notes and Acknowledgments.


Appendix B: Bibliography/References.


Index.