Collaborative Customer Relationship Management

Taking CRM to the Next Level

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

1. Auflage 2003. Buch. XI, 276 S. Hardcover ISBN 978 3 540 00227 7 Format (B x L): 15,5 x 23,5 cm Gewicht: 1290 g

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Table of Contents

Preface of the Editors...... V

Part 1: Customer Relationship Management: The Basics ...... 1

Chapter 1: Customer Management as the Origin of Collaborative Customer Relationship Management...... 3 Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert

Chapter 2: What Have We Learned so Far? Making CRM Make Money – Technology Alone Won’t Create Value...... 7 Eric Almquist, David Bovet, and Carla J. Heaton

Part 2: Collaborative Customer Relationship Management – How to Win in the Market with Joint Forces ...... 23

Chapter 3: Collaborative Customer Relationship Management (CCRM)...... 25 Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert

Case Study: Implementation of Collaborative Customer Relationship Management at Procter & Gamble...... 46 Alexander H. Kracklauer and Niko Warmbrunn

Chapter 4: The Integration of Supply Chain Management and Customer Relationship Management...... 57 Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert, and Michael Barz X Table of Contents

Case Study: ISCRM – A Study of the Business Benefits Achieved through Integrated Supply and Customer Relationship Management...... 70 Scott Hines

Chapter 5: The Future of Collaborative Customer Relationship Management: Integrating Demand and Supply Chains ...... 77 Jim Duffy, Peter Koudal, and Stephen Pratt

Part 3: The Demand Side: Collaborative Customer Relationship and Category Management ...... 107

Chapter 6: Collaboration in CRM: Potentials and Challenges of an Individualization Based Approach ...... 109 Christian Schaller, Frank T. Piller, and Ralf Reichwald

Chapter 7: Building Customer Loyalty with Collaboration Nets: Four Models of Individualization Based CCRM...... 133 Frank T. Piller, Ralf Reichwald , and Christian Schaller

Chapter 8: Collaborative Customer Relationship Management from a Market Research Viewpoint...... 155 Matthias Groß and Jens Ohlig

Chapter 9: Category Management: Why Now? ...... 173 Peter Barrenstein and Stefan Tweraser Table of Contents XI

Part 4: The Supply Side: Collaborative Planning, Forecasting and Replenishment (CPFR) as a Tool to Support CCRM...... 181

Chapter 10: CPFR – Views and Experiences at Procter & Gamble...... 183 Peter Hambuch

Chapter 11: How to Scale Your CPFR-Pilot...... 199 Georg Engler

Part 5: What’s Next? – The Future of Collaborative Customer Relationship Management ...... 215

Chapter 12: New Ways of Category Management ...... 217 Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert, Michael Leyk, and Steffen Rübke

Chapter 13: Collaborative Category Management on the Internet – Basics to Create and Manage Consumer-Focused Assortments in Online- Shops...... 229 Markus Großweischede

Part 6: Conclusions and Key Takeaways ...... 255 Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert

Editors ...... 261 Contributing Authors ...... 263 Index...... 269