Customer Relationship Management Technology - Softcover

Softcover

ISBN 10: 0963046470 ISBN 13: 9780963046475

Inhaltsangabe

From our research on the American consumer, it has become very clear that potentially the best customer service strategy is "to offer every possible channel for the customer to help themselves, i.e., self-service." Customer actuated service is mostly driven by technology, and the "art" of self-service is to ensure that the technology is intuitive, easy to use, and that the customer is rewarded for "having done the job themselves." This book delves into all the technology solutions that enable self-service. The reader will find a robust description of the technology alternatives, and many examples of how self-service is saving companies money, while at the same time satisfying customers.

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CHAPTER 1: MAKING TECHNOLOGY EASY Deciding What To Buy

The global marketplace is an amazing and complex place today. Competition for market share grows exponentially with each passing moment as business is conducted at the speed of the Internet instantly. While customer relationship management technology has been around for a quarter of century, the growing expectations of customers is pushing technology companies to add new capabilities to serve customers faster, better and with more satisfaction. It can be very confusing to a technology buyer to determine what is needed to provide true customer relationship management.

If you ve picked up this book you have probably been asked to figure out what technology to purchase to improve your company s customer service. You might be in the position of adding technology to an existing call center, upgrading a call center to a customer contact center with multiple access channels or building a customer relationship management (CRM) center from scratch. You might be very knowledgeable in technology, or you might be just learning what the various customer service technology acronyms mean.

Figure 1.1 shows the various pieces to the technology puzzle many are faced with when they are asked to build a CRM center. Purdue University research shows that there are 23 customer touch-points (ways customers interact with you) and at least 216 piece-parts that can make up a CRM contact center. Whether you are a very experienced technologist or not, we wanted to provide a buyers cookbook of the various ingredients that go together to make up a CRM center. You can think of this book as the encyclopedia for technology purchases. The goal is to simplify, for everyone on the team, the technology-buying experience.

This is the one book your whole team will want by their side as they discuss, over the next several months, what they want to buy. It is especially a great tool to help the very experienced professional translate to those who are new to technology buying, what the pieces of technology are and why one would want to include each one. This book allows everyone to gain parity in their knowledge about technology implementations.

This book is especially functional for C-level executives (CEO, CFO, COO, etc.) who want a CRM center, but also want a more detailed explanation of what the CIO and the technology team is proposing. In Internetweek, July 16, 2001, an article written by David Lewis, "Top Execs Rein in CIOs," demonstrates the need for all executives to understand technology solutions fully and as a team:

"If CIOs are at the executive table as peers, then they develop an intuitive sense of how technology needs to be aligned with business goals and where technology can offer a competitive advantage."

Details zur Ausgabe

• Sprache: Englisch
• ISBN 10: 0963046470
• ISBN 13: 9780963046475
• Einband: Taschenbuch
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar