Collaborative Customer Relationship Management: Taking CRM to the Next Level

✍ Scribed by Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert (auth.), Prof. Dr. Alexander H. Kracklauer, Prof. D. Quinn Mills, Prof. Dr. Dirk Seifert (eds.)

• Publisher: Springer-Verlag Berlin Heidelberg
• Year: 2004
• Tongue: English
• Leaves: 276
• Edition: 1
• Category: Library

✦ Synopsis

Driven by rapidly changing business environments and increasingly demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and CRM. In this context, new strategic frameworks and cooperation with everybody along the whole value chain are needed to allow managers to deal with the changes in shopping patterns of consumers. This book presents a new strategic framework that has been tested successfully with various global companies. New management concepts such as Collaborative Forecasting and Replenishment, CRM, Category Management, and Mass Customization are integrated into one holistic approach with a view to jointly develop customer bonding and loyalty. Experts from companies like McKinsey, Procter&Gamble, Accenture, and AC Nielsen, as well as authors from renowned academic institutions, offer valuable insights on how to redesign organizations for the future.

"Collaborative CRM is the next generation of CRM."

Hasso Plattner, founder and CEO of SAP

✦ Table of Contents

Front Matter....Pages I-XI
Front Matter....Pages 1-1
Customer Management as the Origin of Collaborative Customer Relationship Management....Pages 3-6
What Have We Learned so Far? Making CRM Make Money — Technology Alone Won’t Create Value....Pages 7-22
Front Matter....Pages 23-23
Collaborative Customer Relationship Management (CCRM)....Pages 25-45
Case Study: Implementation of Collaborative Customer Relationship Management at Procter & Gamble....Pages 46-56
The Integration of Supply Chain Management and Customer Relationship Management....Pages 57-69
Case Study: ISCRM — A Study of the Business Benefits Achieved through Integrated Supply and Customer Relationship Management....Pages 70-75
The Future of Collaborative Customer Relationship Management: Integrating Demand and Supply Chains....Pages 77-106
Front Matter....Pages 107-107
Collaboration in CRM: Potentials and Challenges of an Individualization Based Approach....Pages 109-132
Building Customer Loyalty with Collaboration Nets: Four Models of Individualization Based CCRM....Pages 133-154
Collaborative Customer Relationship Management from a Market Research Viewpoint....Pages 155-172
Category Management: Why Now?....Pages 173-180
Front Matter....Pages 181-181
CPFR — Views and Experiences at Procter & Gamble....Pages 183-198
How to Scale Your CPFR-Pilot....Pages 199-214
Front Matter....Pages 215-215
New Ways of Category Management....Pages 217-227
Collaborative Category Management on the Internet — Basics to Create and Manage Consumer-Focused Assortments in Online-Shops....Pages 229-253
Conclusions and Key Takeaways....Pages 255-260
Back Matter....Pages 261-275

✦ Subjects

Marketing; Management/Business for Professionals; Production/Logistics/Supply Chain Management