The ultimate CRM handbook : strategies and concepts for building enduring customer loyalty and profitability

The New CRM Imperative -- The New CRM Imperative / Setting the Strategy -- Introduction: Strategy First, Then CRM / Customer Strategy: Whom Do You Want to Reach? / Brand Strategy: Why Brand Is at the Forefront of Next-Generation CRM / Channel Strategy: Avoiding Channel Conflicts / CRM Strategy: Capabilities for Creating the Customer Experience / Gaining Customer Insights -- Introduction: Gaining Customer Insights in a World of Change and Uncertainty / The Critical Element: Using Data to Become a Customer-Centric Organization / The Foundation of Insight: Three Approaches to Customer-Centric Understanding / Silence Is Golden: The Emerging Opportunities of Silent Commerce / Beyond the Data: Making the Most of Customer Knowledge / More Than Data Warehousing: An Integrated View of the Customer / Reinventing Customer Contact -- Making Customer Interaction More Profitable / Let's Talk: Applying the Art of Conversation to Customer Contact / Collaboration: Effective Personalization's Missing Ingredient