More than ever, organisations are facing a data avalanche from various sources, be they in electronic or hard copy format. How an organisation manages this ever-increasingly important resource – data – can benefit or hinder its ability to achieve its objectives. Creating and Managing a CRM Platform for Your Organisation not only covers how the principles of data management, including data quality and data security, can be applied to an organisation’s customer relationship management (CRM) platform, but also highlights how aspects of data management, marketing and technology are needed to operate, develop and manage a CRM platform in order to carry out tasks such as reporting and analysis, developing data plans, undertaking data audits, data migrations and campaign mailings which will result in an organisation using data effectively in order to achieve its goals and objectives. The issues and topics covered apply to all organisations that use a CRM platform and the data it contains as part of their business activities, regardless of the industry sector or size of the organisation. A comprehensive overview of the practices that can be effectively implemented when managing a CRM platform, this book is essential reading for professionals involved in the administration of the CRM platform within their organisation and data management.

lgli/Creating and Managing CRM.pdf

lgrsnf/Creating and Managing CRM.pdf

zlib/Business & Economics/Markets/Richard Boulton/Creating and Managing a CRM Platform for your Organisation_5458352.pdf

Boulton, Richard

Gower Publishing Company, Limited

Taylor & Francis Ltd

United Kingdom and Ireland, United Kingdom

Milton, UNITED KINGDOM, 2019

1, 20190115

1st, 2019

lg2506524

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Cover
Half Title
Title Page
Copyright Page
Table of Contents
List of figures
Copyright acknowledgements and author credits
Trademark acknowledgement
Chapter 1: Introduction
Chapter 2: Target audience of this book
Chapter 3: Outcomes of this book
PART I: Overview of data and CRM platforms
Chapter 4: Overview of data and CRM platforms
Defining data
Definition of a CRM platform
The data process – ‘the data lifecycle’
Other sources of data
Areas of data management
Technology
Data mapping and processes
People
Summary
PART II: Implementing a CRM platform
Chapter 5: Implementing a CRM platform
CRM implementation process
Project methodologies
Case study
Summary
PART III: CRM data administration issues and tasks
Chapter 6: CRM data administration issues and tasks
Data plans
Data capture (collection) and data quality
Management and organisation of the data team
Data in relation to mailings and reports
Mailings
Reporting and analysis
Data migrations
Security
Data storage
Data suppliers
Data legislation
Summary
Conclusion
Bibliography
Appendices
Appendix 1: Data mailing form
Appendix 2: Electronic data mailing form
Appendix 3: Database structure of data mailing form
Index

2020-04-21