COLLABORATIVE CUSTOMER RELATIONSHIP MANAGEMENT KRACKLAUER A. Bankowa.pl

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.
Written for:
Practitioners
Keywords:

Customer Relationship Management

CRM

Marketing

Corporate Strategy

Management

Table of Contents

Part 1: Customer Relationship Management: The Basics

Chapter 1: Customer Management as the Origin of Collaborative Customer Relationship Management 3 Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert Chapter 2: What Have We Learned so Far? Making CRM Make Money - Technology Alone Won't Create Value Eric Almquist, David Bovet, and Carla J. Heaton Part 2: Collaborative Customer Relationship Management - How to Win in the Market with Joint Forces

Chapter 3: Collaborative Customer Relationship Management (CCRM) Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert Case Study: Implementation of Collaborative Customer Relationship Management at Procter & Gamble Alexander H. Kracklauer and Niko Warmbrunn

Chapter 4: The Integration of Supply Chain Management and Customer Relationship Management Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert, and Michael Barz Case Study: ISCRM - A Study of the Business Benefits Achieved through Integrated Supply and Customer Relationship Management Scott Hines Chapter 5: The Future of Collaborative Customer Relationship Management: Integrating Demand and Supply Chains Jim Duffy, Peter Koudal, and Stephen Pratt Part 3: The Demand Side: Collaborative Customer Relationship and Category Management

Chapter 6: Collaboration in CRM: Potentials and Challenges of an Individualization Based Approach Christian Schaller, Frank T. Piller, and Ralf Reichwald

Chapter 7: Building Customer Loyalty with Collaboration Nets: Four Models of Individualization Based CCRM Frank T. Piller, Ralf Reichwald, and Christian Schaller

Chapter 8: Collaborative Customer Relationship Management from a Market Research Viewpoint Matthias Groß and Jens Ohlig

Chapter 9: Category Management: Why Now? Peter Barrenstein and Stefan Tweraser Part 4: The Supply Side: Collaborative Planning, Forecasting and Replenishment (CPFR) as a Tool to Support CCRM

Chapter 10: CPFR - Views and Experiences at Procter & Gamble 183 Peter Hambuch

Chapter 11: How to Scale Your CPFR-Pilot 199 Georg Engler Part 5: What's Next? - The Future of Collaborative Customer Relationship Management

Chapter 12: New Ways of Category Management 217 Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert, Michael Leyk, and Steffen Rübke

Chapter 13: Collaborative Category Management on the Internet - Basics to Create and Manage Consumer-Focused Assortments in Online-Shops Markus Großweischede Part 6: Conclusions and Key Takeaways 255 Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert

329 pages

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