Basic CRM tutorial

Basic CRM tutorial
Basic Information
Original Title: CRM fundamentals
Author: (US) kostojohn, S.) (US) Johnson (Johnson, M.) (US) Paul (paulen, B.) [Translator's profile]
Translator: Zhao lizhang guannan
Series name: Turing programming Series
Press: People's post and telecommunications Press
ISBN: 9787115288523
Mounting time:
Published on: February 1, August 2012
Start: 16
Page number: 1
Version: 1-1
Category: Computer> Software Engineering and software methodology> Software Project Management

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The "Basic CRM tutorial" describes in detail how to successfully and effectively deploy and implement CRM software in an enterprise. The structure is clear and the content is comprehensive. The main content includes: elements of a successful CRM Project, how to plan the CRM project roadmap, how to evaluate and manage software and personnel in the project, how to carry out initial CRM implementation and maintain and evolve it.
The basic CRM tutorial applies to leaders and participants of Enterprise CRM projects, as well as people who focus on CRM software.
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Chapter 1 Introduction 1
1.1 Definition of CRM 1
Objective 1 of the 1.2 book
1.3 source of CRM value 2
1.3.1 support data-driven and continuously learning companies 2
1.3.2 troubleshoot inefficient work and improve employee productivity 3
1.3.3 provide better customer experience 4
1.3.4 make informed business decisions 5
1.4 preparing for CRM 6
1.5 Summary 8
Chapter 9 successful CRM components 9
2.1 personnel 9
2.2 process 16
2.3 Technology 22
2.4 expected value 30
2.5 trap 31
2.6 summary 34
Chapter 5 building CRM roadmap 35
3.1 why should we adopt a phased approach to implement CRM Project 35
3.1.1 The time spent is too long 35
3.1.2 no chance to summarize lessons 36
3.2 build the initial road map 36
3.2.1 assess the current situation 36
3.2.2 break down the CRM vision into various projects 38
3.2.3 staffing 39
3.2.4 experiment project and concept verification project 40
3.2.5 example roadmap exercise 41
3.3 development roadmap for intermediate projects 44
3.4 summary 45
Chapter 4 Evaluation Software and Consultants 46
4.1 CRM software market 46
4.1.1 function scope: complete CRM suite and dedicated application 46
4.1.2 deployment mode 47
4.1.3 application access 48
4.1.4 license mode 49
4.2 select appropriate CRM software 50
4.2.1 CRM Application Evaluation Criteria 51
4.2.2 software evaluation process 55
4.3 select an appropriate consultant 62
4.4 summary 65
Chapter 4 initial CRM implementation plan 66
5.1 managing CRM Project 67
5.1.1 understand Stage 67 of the project
5.1.2 change management 75
5.1.3 project communication 77
5.1.4 ongoing project management 78
5.1.5 personnel/supplier management 84
5.1.6 Management Support 89
5.2 Summary 91
Chapter 2 initial implementation of CRM 92
6.1 design phase 92
6.1.1 "current" process definition 92
6.1.2 "future" process definition 93
6.1.3 rules and upgrades 94
6.1.4 use case definition 95
6.1.5 development of Function Specification 98
6.2 custom development 99
6.2.1 manage custom development as part of a CRM project 100
6.2.2 technical specification 100
6.3 integration 101
6.3.1 provide a more comprehensive customer view 102
6.3.2 automated business process 102
6.3.3 integration type 103
6.3.4 integration tool 103
6.3.5 manage data-level integration in CRM projects 104
6.3.6 integrated development 105
6.3.7 Integrated Testing 105
6.3.8 Management CRM Project user interface integration 105
6.3.9 data between systems 105
6.4 report 106
6.4.1 what constitutes a valid Report 107
6.4.2 metric indicators are specific 108
6.4.3 metric indicators are clearly owned by a specific department or group by 108
6.4.4 the metric should be 109 measurable.
6.4.5 metric indicators can generate 109 in a timely manner
6.4.6 for a scorecard, the number of KPIs must be limited to 109 in a few manageable ranges
6.4.7 KPI must have a target of 110
6.4.8 KPIs must be consistent with the company's overall goal. 110
6.4.9 report source 110
6.4.10 reporting tool 111
6.4.11 Design Report 111
6.4.12 training 112
6.5 data migration 113
6.5.1 do you need to migrate data for the project 113
6.5.2 evaluation data source 114
6.5.3 data migration design 115
6.5.4 data migration tool 119
6.5.5 data migration test: pseudo migration 120
6.5.6 plan the actual data migration 121
6.5.7 data migration summary and main lessons 122
6.6 tests performed 122
6.6.1 type of CRM application testing 122
6.6.2 development of the test plan 124
6.6.3 training 126
6.7 start solution 132
6.8 initial application management 135
6.8.1 promote the adoption of CRM applications 135
6.8.2 change management 136
6.8.3 Personnel Management: New job function 136
6.9 Summary: CRM implementation project plan example 136
6.10 common project Problems and Solutions 137
6.10.1 out of range 137
6.10.2 over-complicated design 138
6.10.3 software-driven project 138
6.10.4 lack of support from executives 138
6.10.5 manage different priorities 139
6.10.6 application Adoption 139
6.11 conclusion 139
Chapter 1 Maintenance and evolution of CRM 7th
7.1 responsibilities of the Steering Committee 141
7.2 CRM maintenance 143
7.3 CRM enhancement 147
7.3.1 change control process 147
7.3.2 development and implementation of the road map 150
7.3.3 enhanced management for large applications 151
7.3.4 new application version and upgrade 155
7.4 monitor the supplier's ecosystem 156
7.4.1 Conference 156
7.4.2 new independent software supplier (isV) 156
7.4.3 user organization 157
7.4.4 blog and news emails 157
7.4.5 consultant 157
7.5 CRM maintenance and evolution summary 158
7.6 Conclusion 158

This book is from: China Interactive publishing network