FIRST PRINCIPLES IN CRM: OVERVIEW.

Putting CRM to Work: The Rise of the Relationship.

The Need for a Market-Intelligent Enterprise (MIE) (SM).

A Case Study on CRM and Mass Customization: Capital One.

STEP ONE: BUILDING AND IMPLEMENTING THE CUSTOMER STRATEGY: OVERVIEW.

Creating Loyalty: Its Strategic Importance in Your Customer Strategy.

From Customer Loyalty to Customer Dependency: A Case for Strategic Customer Care.

Customer Acquisition and CRM: A Financial Services Perspective.

STEP TWO: THE NEED FOR EFFECTIVE CHANNEL AND PRODUCT STRATEGIES: OVERVIEW.

Customer Relationship Management through New Product Development.

Channel Management and Customer Relationship Management.

Embracing the e-Channel.

e-Channel Management: Electronic-Customer Relationship Management.

The Customer-Centric Organization in the Automotive Industry-Focus for the 21st Century.

STEP THREE: THE INFRASTRUCTURE STRATEGY: OVERVIEW.

The Tools for CRM: The Three Ws of Technology.

Using the Tools: Database Marketing, Data Warehousing and Data Mining.

CRM in the Telecommunication Industry: A Case Study of Swisscom.

ENABLING THE CRM STRATEGY: OVERVIEW.

Implementing CRM: 20 Steps to Success.

Using Catalytic Measures to Improve CRM.

Best Practices in Outsourcing CRM and Lessons Learned.

Learning and Knowledge Management Programs in the Age of CRM.

Implementing CRM: The Need for Performance Alignment.

Conclusion.

Appendix.