Table of Contents

I CRM: Conceptual Foundation

1 Strategic CRM Today

1.1 An Introduction to Strategic CRM

1.2 Why Managing Customers Is More Critical Than Ever

1.3 The Benefits of the Customer Value Management Approach

1.4 Evolution and Growth of CRM

1.5 CRM and the IT Revolution: The View from the Industry

2 Concepts of Customer Value

2.1 Value to the Customer

2.2 Value to the Company

II Strategic CRM

3 Strategic CRM

3.1 CRM Perspectives

3.2 Elements of a CRM Strategy

3.3 Steps in Developing a CRM Strategy

4 Implementing the CRM Strategy

4.1 Types of CRM Implementation Projects

4.2 CRM Implementation Effectiveness

4.3 Why Do CRM Implementation Projects Fail?

4.4 Case Study: CRM at Capital One (United Kingdom)

III Analytical CRM

5 Customer Analytics Part I

5.1 Traditional Marketing Metrics

5.2 Customer Acquisition Metrics

5.3 Customer Activity Metrics

5.4 Popular Customer-Based Value Metrics

6 Customer Analytics Part II

6.1 Strategic Customer-Based Value Metrics

6.2 Popular Customer Selection Strategies

6.3 Techniques to Evaluate Alternative Customer Selection Strategies

7 Data Mining

7.1 The Need for Data Mining

7.2 The Business Value of Data Mining

7.3 The Data Mining Process

8 Using Databases

8.1 Types of Databases

8.2 The Benefits of Marketing Databases

8.3 The Uses of Marketing Databases

IV Operational CRM

9 Software Tools and Dashboards

9.1 CRM Implementation Options

9.2 CRM Software and Applications

10 Loyalty Programs: Design and Effectiveness

10.1 What Is Loyalty? Behavioral Versus Attitudinal Loyalty

10.2 What Is a Loyalty Program? Definition and Key Objectives

10.3 Loyalty Programs: Increasing in Popularity

10.4 Problems with Loyalty Programs

10.5 Design Characteristics of Loyalty Programs

10.6 Drivers of Loyalty Program Effectiveness

10.7 Empirical Evidence on Loyalty Program Effectiveness

10.8 Loyalty Programs, Shackle or Reward: And to Whom?

10.9 The Seven-Point Checklist for Successful LP Design and Implementation

11 Campaign Management

11.1 Campaign Management

11.2 Campaign Planning and Development

11.3 Campaign Execution

11.4 Analysis and Control

11.5 Campaign Feedback

12 Impact of CRM on Marketing Channels

12.1 CRM and Marketing Channels

12.2 CRM and Multichannel Design

12.3 CRM and Multichannel Management

13 CRM Issues in the Business-To-Business Context

13.1 CRM and Sales Force Automation

13.2 CRM and Key Account Management

13.3 CRM and the Shift from Goods to Services

14 Customer Privacy Concerns and Privacy Protective Responses

14.1 Customer Privacy Concerns

14.2 Regulations to Protect Customer Privacy

14.3 Customer Privacy Protective Responses

14.4 Privacy Paradox

14.5 Consequences of Privacy Protective Responses

14.6 Implications for Companies

14.7 Future Issues: Data as Currency

15 CRM in Social Media

15.1 The Social Media Landscape

15.2 How Do Word of Mouth on Social Media Impact Brands?

15.3 Measuring the Return of Investment of Social Media

15.4 Impact of Social Media on Brand Sales in Entertainment

15.5 Social Coupons

V Advances in CRM Applications

16 Applications of CRM in B2B and B2C Scenarios Part I

16.1 Measuring Customer Profitability

16.2 The Lifetime-Profitability Relationship in a Noncontractual Setting

16.3 Model for Incorporating Customers’ Projected Profitability into Lifetime Duration Computation

16.4 Model for Identifying the True Value of a Lost Customer

17 Applications of CRM in B2B and B2C Scenarios Part II

17.1 Optimal Resource Allocation Across Marketing and Communication Strategies

17.2 Purchase Sequences Analysis: Delivering the Right Message to the Right Customer at the Right Time

17.3 The Link Between Acquisition, Retention, and Profitability: Balancing Acquisition and Retention Resources to Maximize Customer Profitability

17.4 Preventing Customer Churn

17.5 Customer Brand Value

17.6 Customer Referral Value

18 Future of CRM

18.1 Social CRM

18.2 Global CRM (GCRM)

18.3 Database CRM