STRATEGIC CRM v2.0

The field-tested, research-validated best practices manual for generating ROI from CRM

Strategic CRM walks you step-by-step through the process of planning and implementing—from customer-centric planning through designing technology support and selecting CRM software. This manual includes:

• The only fully articulated approach to developing customer-centric strategies in-print today—written by the expert who created this unique approach, tested and refined it for 20 years with leading businesses and taught it for 10 years in a leading graduate business school. In use worldwide today, this planning methodology has produced stellar outcomes over and over again.
• A proprietary method of bringing workflow into alignment with customer-centric strategies—which research identifies as a key driver of CRM success. This methodology not only identifies necessary changes in functional roles & responsibilities, but makes a powerful contribution to defusing internal resistance.
• Instruction in how to use process reengineering as a tool to define technology requirements—a much more accurate method than “blind faith” in the ability of selected technologies to meet your business requirements.
• Valuable tips for creating the right systems environment for CRM—including detailed instructions for holding CRM software reviews on your terms, not vendor terms. This section alone can spare you from unnecessarily spending hundreds of thousands, even millions of dollars on technology you’ll never use.

"Today, no business topic generates more interest, and at the same time more confusion, than Customer Relationship Management (CRM). Dick Lee's new report; Strategic CRM, is a no nonsense comprehensive guide that can help any organization more effectively chart the course for their initiative, while avoiding the hidden traps that continue to derail the majority of projects. This manual's step-by-step approach to CRM is a must have no matter how experienced you are with CRM technologies."
-Jim Dickie, Insight Technologies

"Dick Lee's latest editorial undertaking - Strategic CRM - is rich in personal experience and implementation strategies and rewarding in potential CRM results. A four-step process manual to be read with pen in hand, Lee makes you think - and think again. Exhaustingly exhilarating, Strategic CRM is a win-win opportunity for both you and your customers. You Betcha!"
-Carol Parenzan Smalley, CRMGuru.com editorial

"Dick Lee is a rarity in the CRM industry, in that he is able to turn arcane industry-speak into plain-spoken strategies that actually work. Strategic CRM is a comprehensive, straightforward guide to both the strategies and the tactical roadmap necessary to make CRM successful."
-Chris Selland, Reservoir Partners

"Dick Lee has done it again - distilled years of consulting experience into a practical guidebook that will assure the success of virtually any CRM project. Don't expect the usual consultant's mindless assortment of silver-bullet checklists though. These projects still take work. I will say that if you diligently follow the steps clearly outlined in Strategic CRM, Dick Lee's complete CRM implementation manual, your customers will be better off for it!"
-Rich Bohn, SellMoreNow

"Leave it to Dick Lee to observe that the only result of down 'n' dirty Customer Relationship Management implementations is to get down and dirty. His trademark common-sense approach to CRM is distilled in this revised compendium of his earlier books, which completely updates his four-step method -- Developing Customer-Centric Strategies, Redesigning Workflow, Re-engineering Work Processes and Supporting With Technology -- and puts it between two covers for the first time.

Lee's the ideal guide for companies already convinced of the need for CRM, but who need highly practical step-by-step guidance. He dispenses with high-flying jargon and theoretical musings in favor of showing what CRM looks like on the ground. How should you structure team leadership, identify the market cycle for each customer group or map current data flows? What size conference room should you book for a certain team meeting, how much time should it take and how many flip charts and markers will you need? Lee gives you the benefit of his vast experience in answering such questions which you probably didn't even think to ask. His painstaking visual representations of old vs. new sales proposal cycles, proposal resolutions, customer service flows, etc. are definitive, to make them any simpler he'd have had to do them in crayon.

Battle scars are all over the book. On "Change Management" he says "There are two aspects of change management critical to the success of CRM implementations: Leadership and firefighting. The more you have of #1, the less you'll need of #2." Here's a man who's seen more unnecessary firefighting than he cares to remember. He's learned that the best way to impart the information that needs to be imparted is to use the old threefold approach: Tell 'em what you're gonna tell 'em, tell 'em, then tell 'em what you just told 'em. From setting a baseline to beta and launch he walks you step-by-step through what needs to happen when, a seeing-eye dog doesn't provide better guidance than this.

This is an implementation manual in the most literal sense of the term, a book to have open on the desk while you implement CRM."
-David Sims, CRM columnist

Take a look at the table of contents (below).

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