Customer Management Scorecard: Managing CRM for Profit

Customer Management Storecard documents the results of global research on customer management in over 300 companies. It is based on the Customer Management Assessment Tool (CMAT), a diagnostic tool for assessing how well organizations manage their customers. The accompanying CD-ROM contains a mini version of CMAT.

Given the big budgets that are attached to customer management (CM) initiatives, it's not surprising that companies are keen to see a good level of return on investment. But many companies, especially large ones, are finding that they

are not adding value through their CM programmes. Conversely, those companies that have focused on improving their CM are seeing significant benefits, as this book clearly shows.

The Customer Management Scorecard is based on a unique global survey conducted by QCi that aimed to reveal the true relationship between effective customer management and business performance. Over 300 global assessments of blue chip companies in 22 countries, across all sectors, were conducted using QCi's Customer Management Assessment Tool (CMAT) diagnostic process. CMAT is recognized as the world's leading customer relationship management (CRM) best practice benchmark.

With contributions from 25 international experts, in-depth cases and drawing on the leading edge research findings, this book is the most comprehensive source of data ever published on CM global practice. The authors first present a detailed analysis of how the survey was conducted and its findings. They then go on to provide essentially practical insights and advice that will help any company to:

re-examine their current approach to CM;
learn from the world's best performing companies;
make use of data about customer experience for CM;
understand multi-channel CM;
ensure both staff and customer loyalty;
measure the return on investment;
ensure that their CM programme is profitable;
build an integrated IT capability for CM;
implement an integrated CRM strategy;
focus on future challenges and prepare for them.
For any company determined to see real economic value from CM, while at the same time delivering a superior service experience to its customers, The Customer Management Scorecard should be on the desk of every senior manager in the organization.

BOOK DETAILS :
Hardback, 384 Pages, Dimensions 234 x 142 MM Language English.

CONTENTS INCLUDE :
Part 1. The Scorecard Results And Conclusions

Chapter 1. What is CMAT?

Chapter 2. Overall analysis

Chapter 3. Customer management around the world

Chapter 4. Where companies can create and destroy value

Chapter 5. Analysis and planning

Chapter 6. Proposition

Chapter 7. Customer management activity

Chapter 8. People and organization

Chapter 9. Information and technology

Chapter 10. Process management

Chapter 11. Measurement

Chapter 12. The customer experience

Chapter 13. The role of customer information management and usage in best practice customer management

Chapter 14. The Dutch insurance industry CMAT study

Chapter 15. Trends in customer management

Chapter 16. The business case for customer management

Chapter 17. Guidelines for successful CRM implementation

Part 2. Measurement, Systems and Data

Chapter 18. Return on investment in e-CRM

Chapter 19. UK data warehousing and business intelligence implementation: general and retail

Chapter 20. Using advanced data analytics to improve customer management

Chapter 21. Applying IT in customer management

Chapter 22. CRM’s Achilles heel: understanding the customer

Part 3. The Sectoral View

Chapter 23. Managing public sector customers

Chapter 24. CRM strategy and implementation in telecommunications

Chapter 25. Business-to-business CRM

PART 4. CHANNELS AND MEDIA

Chapter 26. Multi-channel customer management

Chapter 27. Permission-based e-mail

Chapter 28. The data lessons of e-mail in CRM

Chapter 29. Measuring and improving the usability of new media

PART 5. IMPLEMENTATION AND THE FUTURE

Chapter 30. Customer and employee loyalty

Chapter 31. Declining UK customer service standards

Chapter 32. Governance and executive sponsorship in CRM programmes

Chapter 33. Managing customers: challenges for the future

Merlin Stone
Professor Merlin Stone is one of the UK’s top specialists in changing organisational capability to meet the needs of customers and stakeholders. His experience covers many sectors, and he also trains, coaches and mentors senior managers. He is Research Director and Director responsible for the Customer, Citizen and Stakeholder Management Practice at WCL, specialists in change management and customer/stakeholder management.

He is author or co-author of many articles and thirty books on transforming marketing, sales and customer service capabilities, including Up Close and Personal – CRM @ Work, Customer Relationship Marketing, Successful Customer Relationship Marketing, CRM in Financial Services, Key Account Management in Financial Services, The Customer Management Scorecard, Consumer Insight, Marketing Revolution and Business Solutions on Demand. The UK’s Chartered Institute of Marketing listed him in 2003 as one of the world’s top 50 marketing thinkers, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is an Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK’s Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals and writes for several trade publications.

He has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career. He has held senior academic posts at various universities. He is now a part-time professor at Bristol Business School and a visiting professor at several others.

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Neil Woodcock
Neil Woodcock has worked on customer management projects with multi-national companies in Europe, the Far East, South Africa and the USA, specializing in the use of data to plan, implement and analyse strategies and activities. He has co-authored several books, including Up Close and Personal? and Customer Relationship Marketing (both Kogan Page) and is on the editorial board of the Journal of Customer Relationship Management and the Journal of Database Marketing.

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Bryan Foss
Bryan is an independent non-executive director (NED) and board level adviser. The majority of his work is in Business-to-Business marketing and sales, including Key Account and partner management, SMB marketing and through-the-value-chain distribution management to employees and consumers. Bryan has a combination of commercial, academic and professional roles including as a B2B Council Member and B2B advisor to the Managing Director of the Institute of Direct Marketing.

He also provides retained board level advice to businesses creating innovative marketing and sales services for industry, these are often technology based and provide solutions deployed by large scale B2B organisations. Areas of operation include market research, customer experience management, partner management etc – in particular helping business boards to understand how the B2B customer views their core purpose and the transition efforts required to deliver the required customer experience and business results.

Bryan is also a Non-Executive board Director at a major UK government department, an Audit Committee member and Chair of Client Standards (for operations accuracy, complaints and appeals). In addition he has been appointed as external adviser to the CEO and programme board of a 3 year �250m Operational Improvement Programme (OIP) project, which includes substantial staff and process change, also web, contact centre and IT systems improvements.

Bryan was previously an IBM worldwide banking board member (board turnover in excess of $45bn pa) and executive working with very large and complex B2B transformation projects especially in US, European, Chinese and Asean companies, where unique and complex sales, service and retention challenges have arisen.

Bryan has co-authored six Kogan Page business books with Professor Merlin Stone and others and is recognised globally for his cross-industry work on key account management, customer insight, customer experience management, marketing and sales technologies and board effectiveness. He continues to write regularly for online publications.

Bryan’s post MBA (City University, London) qualifications include Fellow of the Chartered Institute of Marketing (FCIM), Diploma in Marketing (DipM), Member of the Institute of Direct Marketing (MIDM), Fellow of the British Computer Society (FBCS), Chartered Engineer (C Eng) and Chartered Information & Technology Professional (CITP). In addition Bryan holds the Certified Diploma in Accounting and Finance (CDipAF), is a Freeman of the City of London and Liveryman of the Worshipful Company of Marketors and is studying for the Diploma in Company Direction and as a Chartered Director.

Bryan can be contacted at bryanfoss@gmail.com or on 07802 214361, his business website is www.fossinitiatives.com

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