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El. knyga: Creating and Managing a CRM Platform for your Organisation

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(Barnet Hospital, Royal Free NHS London Trust, UK)
  • Formatas: 170 pages
  • Išleidimo metai: 15-Jan-2019
  • Leidėjas: CRC Press
  • Kalba: eng
  • ISBN-13: 9780429812361
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More than ever organisations are facing a data avalanche from various data sources, be it in electronic or hard copy format. How an organisation manages this ever increasingly important resource - data - can benefit or hinder its ability to meet and achieve its objectives.Creating and Managing a CRM Platform for your Organisation not only covers how the principles of data management including Data Quality, Data Security can be applied to an organisation’s 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 & Analysis, developing data plans, undertaking data audits, data migrations, and campaign mailings which will result in an organisation utilising data effectively in order to meet and achieve its goals and objectives. The issues and topics covered apply to all organisations that use a CRM platform and the data that 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.
List of figures
ix
Copyright acknowledgements and author credits x
Trademark acknowledgement xii
1 Introduction
1(3)
2 Target audience of this book
4(1)
3 Outcomes of this book
5(2)
PART I Overview of data and CRM platforms
7(10)
4 Overview of data and CRM platforms
9(8)
Defining data
9(1)
Definition of a CRM platform
9(1)
The data process - `the data lifecycle'
10(2)
Other sources of data
12(1)
Areas of data management
12(1)
Technology
12(2)
Data mapping and processes
14(1)
People
15(1)
Summary
16(1)
PART II Implementing a CRM platform
17(18)
5 Implementing a CRM platform
19(16)
CRM implementation process
19(11)
Project methodologies
30(1)
Case study
30(2)
Summary
32(3)
PART III CRM data administration issues and tasks
35(112)
6 CRM data administration issues and tasks
37(110)
Data plans
37(14)
The data plan process
38(10)
Data plan overview
48(1)
Case study
49(1)
Summary
50(1)
Data capture (collection) and data quality
51(21)
Data capture (collection)
52(1)
Data quality
52(3)
The data quality framework
55(12)
Case study
67(3)
Summary
70(2)
Management and organisation of the data team
72(22)
Data team structure
72(2)
Positioning of the CRM team within the organisation
74(1)
Workflows, guidelines, procedures and processes for the CRM team
74(2)
Management of the CRM data team
76(3)
Management skills and abilities of the manager
79(4)
Responsibilities of the CRM database manager
83(6)
Effective team performance
89(1)
Case study
89(3)
Summary
92(2)
Data in relation to mailings and reports
94(2)
Segmentation of the data
94(2)
Data management for reports and mailings
96(1)
Mailings
96(9)
Mailing preference information
96(1)
Mailing data/segments
96(1)
Mailing process, procedures and guidelines
97(2)
Issues in regard to mailings
99(3)
Case study
102(2)
Summary
104(1)
Reporting and analysis
105(5)
Reporting guidelines and procedures
105(1)
Issues of reporting and analysis
106(2)
Types of analysis
108(1)
Data visualisation and infographics
109(1)
Case study
109(1)
Summary
110(1)
Data migrations
110(9)
Issues in regard to data migrations
111(1)
The data migration project process
111(6)
Additional related data migration tasks
117(1)
Case study
118(1)
Summary
119(1)
Security
119(16)
Defining risk
120(1)
Risk management methodology
120(1)
Risk assessment
121(6)
Risk control
127(3)
Data breach/security contingency planning
130(1)
Other security-related topics
131(1)
Case study
132(1)
Summary
133(2)
Datastorage
135(3)
Where the data is stored
135(1)
How the data is stored
135(1)
Factors to consider for data storage
136(1)
Contingency planning
137(1)
Case study
137(1)
Summary
138(1)
Data suppliers
138(2)
Factors to consider when selecting third-party suppliers
138(1)
Case study
139(1)
Summary
140(1)
Data legislation
140(2)
Case study
141(1)
Summary
141(1)
Summary
142(3)
Database platforms
142(1)
Implementation and development of the CRM database
142(1)
Data capture (collection) and data quality
142(1)
Data team management
143(1)
Data plans
143(1)
Data audits
143(1)
Data migrations
143(1)
Data security
144(1)
Data storage
144(1)
Data suppliers
144(1)
Data legislation
145(1)
Mailings and reporting
145(1)
Documentation
145(1)
Conclusion
145(2)
Bibliography 147(2)
Appendices 149(1)
Appendix 1 Data mailing form 149(1)
Appendix 2 Electronic data mailing form 150(1)
Appendix 3 Database structure of data mailing form 150(1)
Index 151
Richard Boulton has undertaken CRM platform data projects and has administered CRM platforms in a variety of industry sectors including not-for-profit, financial services and government.
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