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Collaborative Customer Relationship Management

Taking CRM to the Next Level

  • Book
  • © 2004

Overview

Editors:
  1. Alexander H. Kracklauer

    1. Harvard Business School, Soldiers Field, Boston, USA

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    You can also search for this editor in PubMed   Google Scholar

  2. D. Quinn Mills

    1. Harvard Business School, Soldiers Field, Boston, USA

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    You can also search for this editor in PubMed   Google Scholar

  3. Dirk Seifert

    1. Harvard Business School, Soldiers Field, Boston, USA

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    You can also search for this editor in PubMed   Google Scholar

  • With case studies written by leading experts of top companies (e.g. McKinsey, Procter & Gamble)

  • The reader will learn how to improve his sales, optimize his marketing spendings and his marketing efficiency

  • The editors are from Harvard Business School

  • Includes supplementary material: sn.pub/extras

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Table of contents (16 chapters)

  1. Front Matter

    Pages I-XI
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  2. Customer Relationship Management: The Basics

    1. Front Matter

      Pages 1-1
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    2. Customer Management as the Origin of Collaborative Customer Relationship Management

      • Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert
      Pages 3-6

    3. What Have We Learned so Far? Making CRM Make Money — Technology Alone Won’t Create Value

      • Eric Almquist, David Bovet, Carla J. Heaton
      Pages 7-22

  3. Collaborative Customer Relationship Management — How to Win in the Market with Joint Forces

    1. Front Matter

      Pages 23-23
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    2. Collaborative Customer Relationship Management (CCRM)

      • Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert
      Pages 25-45

    3. Case Study: Implementation of Collaborative Customer Relationship Management at Procter & Gamble

      • Alexander H. Kracklauer, Niko Warmbrunn
      Pages 46-56

    4. The Integration of Supply Chain Management and Customer Relationship Management

      • Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert, Michael Barz
      Pages 57-69

    5. Case Study: ISCRM — A Study of the Business Benefits Achieved through Integrated Supply and Customer Relationship Management

      • Scott Hines
      Pages 70-75

    6. The Future of Collaborative Customer Relationship Management: Integrating Demand and Supply Chains

      • Jim Duffy, Peter Koudal, Stephen Pratt
      Pages 77-106

  4. The Demand Side: Collaborative Customer Relationship and Category Management

    1. Front Matter

      Pages 107-107
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    2. Collaboration in CRM: Potentials and Challenges of an Individualization Based Approach

      • Christian Schaller, Frank T. Piller, Ralf Reichwald
      Pages 109-132

    3. Building Customer Loyalty with Collaboration Nets: Four Models of Individualization Based CCRM

      • Frank T. Piller, Ralf Reichwald, Christian Schaller
      Pages 133-154

    4. Collaborative Customer Relationship Management from a Market Research Viewpoint

      • Matthias Groß, Jens Ohlig
      Pages 155-172

    5. Category Management: Why Now?

      • Peter Barrenstein, Stefan Tweraser
      Pages 173-180

  5. The Supply Side: Collaborative Planning, Forecasting and Replenishment (CPFR) as a Tool to Support CCRM

    1. Front Matter

      Pages 181-181
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    2. CPFR — Views and Experiences at Procter & Gamble

      • Peter Hambuch
      Pages 183-198

    3. How to Scale Your CPFR-Pilot

      • Georg Engler
      Pages 199-214

  6. What’s Next? — The Future of Collaborative Customer Relationship Management

    1. Front Matter

      Pages 215-215
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    2. New Ways of Category Management

      • Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert, Michael Leyk, Steffen Rübke
      Pages 217-227
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Keywords

About this book

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. In this context, new strategic frameworks and cooperation with everybody along the whole value chain are needed to allow managers to deal with the changes in shopping patterns of consumers. 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 with a view to jointly develop customer bonding and loyalty. Experts from companies like McKinsey, Procter&Gamble, Accenture, and AC Nielsen, as well as authors from renowned academic institutions, offer valuable insights on how to redesign organizations for the future.

Reviews

From the reviews:

"This is a book that offers much educational benefit to practitioners and academics alike. … Collaborative Customer Relationship Management consists of six parts and 13 chapters, each contributed by experts … . is full of detailed information on customer relationship management and on category management. It is excellent for retail training, including some of the schools with programs in retail management. … is an excellent book for use in large consumer products firms as it has something for everyone engaged in commerce." (Janis Dietz, Journal of Consumer Marketing Vol. 22(2), 2005)

Editors and Affiliations

  • Harvard Business School, Soldiers Field, Boston, USA

    Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert

Bibliographic Information

  • Book Title: Collaborative Customer Relationship Management

  • Book Subtitle: Taking CRM to the Next Level

  • Editors: Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert

  • DOI: https://doi.org/10.1007/978-3-540-24710-4

  • Publisher: Springer Berlin, Heidelberg

  • eBook Packages: Springer Book Archive

  • Copyright Information: Springer-Verlag Berlin Heidelberg 2004

  • Hardcover ISBN: 978-3-540-00227-7Published: 08 August 2003

  • Softcover ISBN: 978-3-642-05529-4Published: 30 November 2010

  • eBook ISBN: 978-3-540-24710-4Published: 07 November 2012

  • Edition Number: 1

  • Number of Pages: XI, 276

  • Topics: Marketing, Management, Operations Management

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