Customer Relationship Management: Getting It Right! [Paperback]

Judith W. Kincaid (Author)

Book Description

ISBN-10: 013035211X | ISBN-13: 978-0130352118 | Publication Date: November 8, 2002 | Edition: 1

In Customer Relationship Management: Getting It Right! the former Director of HP's enterprise-wide CRM initiative presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. Through real-world case studies, Judith W. Kincaid addresses both the managerial and technical challenges of CRM. Kincaid's process examples and detailed templates make it easier than ever to get started - and get results.

Editorial Reviews

From the Back Cover

Build a winning CRM program—one step at a time.

This book presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. The former Director of HP's enterprise-wide CRM initiative shows how to identify the elements of CRM most crucial to your organization, then implement infrastructure to deliver on your key priorities, whatever they are. Through real-world case studies drawing on her extensive experience as a CRM leader and consultant, Judith W. Kincaid addresses both the managerial and technical challenges of CRM. Kincaid's authoritative process examples and detailed templates make it easier to get started—and get results.

• Developing realistic strategic plans and roadmaps customized to your organization
• Getting started fast, and iterating small steps to powerful success
• Addressing all customer touchpoints: Web, e-mail, call centers, direct mail, sales contacts, tech support, and more
• Establishing realistic expectations and metrics
• Translating your CRM objectives into essential organizational changes
• Designing integrated customer databases and infrastructure
• Understanding the crucial interactions between the technical and management aspects of CRM

About the Author

JUDITH W. KINCAID is President of JK Associates LLC, a consulting firm specializing in CRM and CRM strategy. Before founding JK Associates, she served as Director, Customer Relationship Management Services at Hewlett-Packard. There, she was responsible for setting the strategic direction for B2B and consumer CRM Services within HP; ensuring that customer perspectives were fully reflected in HP's CRM programs; designing, building, and managing common CRM infrastructure components; and developing and managing HP's Customer Privacy Program.

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Product Details

• Paperback: 512 pages
• Publisher: Prentice Hall; 1 edition (November 8, 2002)
• Language: English
• ISBN-10: 013035211X
• ISBN-13: 978-0130352118
• Product Dimensions: 9.2 x 7.1 x 1.1 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #1,551,950 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

5.0 out of 5 stars Kincaid "gets it right", January 13, 2003

By 

Ruth P. Stevens (New York, NY USA) - See all my reviews
(REAL NAME)   

This review is from: Customer Relationship Management: Getting It Right! (Paperback)

Judy Kincaid has done a masterful job of sorting through the hype and the hope of CRM, and delivering a handbook that we can really use. She lays out the business case, defines the concepts of customer loyalty and retention, and provides step-by-step instructions for companies of all sizes to plan, organize, implement and maintain a customer focus across the business.

Clear-headed and jargon-free, Kincaid discusses the role of the Internet in modern CRM processes. She also provides scores of worksheets and templates that make a complex job easier. Her writing style is serious but also engaging, and she gives plenty of charts and illustrations that break up the text and hold one's interest.

My favorite chapter is 21, on managing data. Kincaid identifies the customer data elements that you need to gather and maintain, where to find them, and how to keep them clean.

Among all the recent books on CRM, this is the most practical, comprehensive and easy to use.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Best Book on CRM, March 9, 2004

By 

Mario Missakian (Baltimore, MD United States) - See all my reviews

This review is from: Customer Relationship Management: Getting It Right! (Paperback)

"CRM: Getting it Right" by Ms. Judith Kincaid is a must for everyone who plans to play any role in a CRM project. It is particularly useful for CRM project managers since it lays out an excellent overview of the entire lifecycle of a CRM implementation. It is in fact a complete and exhaustive case study which walks the reader through every step.

Ms. Kincaid's excellent use of plain English and narrative method puts this book within the reach of a very wide audience. She succeeds in translating complex issues into layman's terms which any level reader could easily follow and benefit from. The clear writing is complemented with excellent visuals that make the material even more accessible. The book is very well organized and is full of practical tips and advice. Even experts in the field could benefit from this material by taking a bird's eye view journey and/or by zooming into smaller details as necessary.

The book is also full of ready to use excellent templates. Needles state, I highly recommend this book.

Enjoy it!

1 of 1 people found the following review helpful:

5.0 out of 5 stars Ye Liang's Book Review# 3, February 15, 2011

By 

Ye Liang - See all my reviews

This review is from: Customer Relationship Management: Getting It Right! (Paperback)

"Customer Relationship Management: Getting It Right" is really a great and significant book which can be considered five best books I ever read. This book not only systematically states the components of CRM process and how to make the organization work well with customers, but also draws on the author's extensive working experience to analyze some case studies. I believes that an organization follow the instruction that the book provides step by step will toward to success.