CRM Project Management
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CRM Project Management: Building Realistic Expectations and Managing  Risk

CRM Project Management: Building Realistic Expectations and Managing Risk


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About the Book

Once you have bought into the concepts of customer relationship management (and it is hard not to), how do you separate the practically useful from the pie-in-the-sky and then actually implement a project? This handbook addresses implementation, advocating an approach that is based in the real world and stressing the measurable goals and tactical uses of CRM. The areas covered include: building a realistic foundation for CRM; critical success factors; risk factors; full risk analysis; and case studies.

Table of Contents:
Chapter - 00: Introduction; Section - ONE: Building a realistic foundation for CRM; Chapter - 01: Overhyped, overpriced and over here; Chapter - 02: CRM 101 – just the basics please; Section - TWO: Critical success factors for CRM; Chapter - 03: Organizational readiness for CRM; Chapter - 04: A valid business case, with measurable benefits; Chapter - 05: A credible and active executive sponsor; Chapter - 06: A realistic project scope; Chapter - 07: A realistic budget; Chapter - 08: Successfully managing international CRM projects; Chapter - 09: A pilot for proof-of-concept and buy-in; Chapter - 10: Buy-in from sales managers; Section - THREE: Risk factors for CRM; Chapter - 11: Risk factors; Section - FOUR: CRM risk analysis; Chapter - 12: Risk analysis; Section - FIVE: Case studies; Chapter - 13: Case studies

About the Author :
Michael Gentle is an international CRM consultant based in Paris. He has been managing CRM, sales and marketing projects since 1993, from strategy through to delivery, and has witnessed both multi-million-dollar failures and spectacular successes. Michael Gentle has extensive international experience across Europe, the United States, Canada and Asia Pacific, and has worked at major companies such as Apple Computer, GlaxoSmithKline, Cegetel, Worldcom International and the Bank of Tokyo. He has been a regular guest columnist in the computer press for the past 10 years, both in the United States (Computerworld, iSeries NEWS) and in France (01 Informatique). He has a degree in mechanical engineering, with further studies in aerospace and computer science.

Review :
""Required reading for all operational managers."" -- Dr Alain Michael, Head of Worldwide Clinical Safety and Pharmacovigilance, Serono International, Geneva


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Product Details
  • ISBN-13: 9780749438982
  • Publisher: Kogan Page Ltd
  • Publisher Imprint: Kogan Page Ltd
  • Height: 234 mm
  • No of Pages: 240
  • Sub Title: Building Realistic Expectations and Managing Risk
  • Width: 156 mm
  • ISBN-10: 0749438983
  • Publisher Date: 03 Oct 2002
  • Binding: Paperback
  • Language: English
  • Spine Width: 16 mm
  • Weight: 372 gr


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