With case studies written by leading experts of top companies (e.g. McKinsey, Procter & Gamble).
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. 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. Experts from companies like McKinsey and Procter&Gamble, as well as authors from renowned academic institutions, offer valuable insights on how to redesign organizations for the future.
1as the Origin of Collaborative Customer Relationship Management.- 2: What Have We Learned so Far? Making CRM Make Money - Technology Alone Won't Create Value.- 2: Collaborative Customer Relationship Management - How to Win in the Market with Joint Forces.- 3: Collaborative Customer Relationship Management (CCRM).- Case Study: Implementation of Collaborative Customer Relationship Management at Procter & Gamble.- 4: The Integration of Supply Chain Management and Customer Relationship Management.- Case Study: ISCRM - A Study of the Business Benefits Achieved through Integrated Supply and Customer Relationship Management.- 5: The Future of Collaborative Customer Relationship Management: Integrating Demand and Supply Chains.- 3: The Demand Side: Collaborative Customer Relationship and Category Management.- 6: Collaboration in CRM: Potentials and Challenges of an Individualization Based Approach.- 7: Building Customer Loyalty with Collaboration Nets: Four Models of Individualization Based CCRM.- 8: Collaborative Customer Relationship Management from a Market Research Viewpoint.- 9: Category Management: Why Now?.- 4: The Supply Side: Collaborative Planning, Forecasting and Replenishment (CPFR) as a Tool to Support CCRM.- 10: CPFR - Views and Experiences at Procter & Gamble.- 11: How to Scale Your CPFR-Pilot.- 5: What's Next? - Future of Collaborative Customer Relationship Management.- 12: New Ways of Category Management.- 13: Collaborative Category Management on the Internet - Basics to Create and Manage Consumer-Focused Assortments in Online-Shops.- 6: Conclusions and Key Takeaways.- Editors.- Contributing Authors.