Connecting to Customers ISBN: 0-7356-1500-4

Connecting to Customers

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Author: Harry Brelsford, Michael S. Toot, Karishma Kiri, Robin Van Steenburgh

ISBN: 0-7356-1500-4
Pages: 240
Disk: N/A
Stolin-Softwares Price: $29.99
Release: 02/27/2002
Level: All Levels

About the Book

Strategies and Solutions for Growing Your Business Online

Establishing a basic e-commerce site is easy but building an online relationship management system to evaluate transactions, manage customer interactions, and extend your business reach offers far greater business benefits. Learn about the latest customer-centric Internet strategies, technologies, and tools in CONNECTING TO CUSTOMERS. This practical, insightful book will help you understand how an Internet-based solution can provide powerful, direct links to customers so that you can deliver the products, services, and information they want—exactly when and how they want them. Learn about:

• THE BUSINESS ISSUE: Get the facts on how to do a needs analysis for an Internet solution, learn how the right Internet solution can improve your business processes, and read real-world case studies about the business problems that Internet solutions solve.
• THE BUSINESS VALUE: Learn about the rules for return on investment in customer-focused projects, and see how an Internet solution can create value through efficiencies in production, increased speed to market, extended reach of products, and other benefits.
• THE MICROSOFT SOLUTION: Explore the benefits of a basic, secure Web presence or of an online retail site with advanced capabilities, and learn how businesses, partners, and technologies work and fit together in solutions with the Microsoft Solutions Framework.
• PLANNING AND PROJECT MANAGEMENT: Discover what’s involved in Internet solution deployment, including roles and responsibilities, infrastructure requirements, typical project schedule, choosing team members, complementary tools and solutions, technology trends, and more.

Table of Contents

Foreword ix
    Acknowledgments xv
Introduction xvii
    What This Book Is About xvii
    Who Should Read This Book? xviii
    How This Book Is Organized xix
    Feedback xx
PART I BUSINESS ISSUES
1 Internet Solutions: A Needs Analysis 3
    Define the Technology and Market Segments 3
    Identify Your Stakeholders 6
    Evaluate Common Customer Themes for Relevance 8
    Create Your Plan 13
    Summary 16
2 Real-World Business Problems Seeking Solutions 17
    What Contributes to a Successful Internet Presence 18
    Large Internet Presence 19
    Medium-Sized Internet Presence 26
    Summary 29
3 Improve Your Business Processes with Internet Solutions 31
    Content Management 31
    Personalization 32
    Business Analytics 35
    Reporting 36
    Common Systems Management Infrastructure 36
    Modular Architecture 37
    How Microsoft Can Minimize Customer Pain 45
    Summary 48
PART II BUSINESS VALUE
4 New Rules for Return On Investment 51
    Defining Return On Investment 51
    Recovery Periods 52
    Measuring Costs 54
    Cash Inflows 55
    Calculating ROI 55
    Going Beyond ROI 56
    Summary 58
5 Creating Business Value 59
    Internet Solutions Business Issues and Return on Investment 59
    Value Chain 67
    Summary 69
PART III THE MICROSOFT SOLUTION SET
6 Benefits Analysis: Creating a Base Dynamic Internet Presence 73
    Content Management: Customer, Partner, and Business Benefits 74
    Developing Online Collaboration and Community 75
    Providing Solid Search Capabilities 76
    Creating a Personal Internet Experience 77
    Building a Robust Internet Presence 78
    Customer Relationship Management 78
    Collecting Business Analytics on Key Performance Indicators 80
    Reducing Development and Management Costs 81
    Providing Enterprise-Level Services and Support 84
    Summary 87
7 Benefits Analysis: Retail 89
    Catalog Management 89
    Data Mining Tools 91
    Customer Targeting Tools 93
    Customer Self-Service and Management Applications 95
    Expanding Internet Presence with Transactional Capabilities 95
    Shifting Implementation from Development to Marketing 96
    Improving Manageability 97
    Summary 98
8 Microsoft Frameworks 99
    Microsoft Readiness Framework 101
    Microsoft Solutions Framework 107
    Microsoft Operations Framework 122
    How the Frameworks Work Together 127
    Summary 129
PART IV TECHNICAL DEPLOYMENT OVERVIEW
9 Project Management 133
    Roles and Responsibilities 135
    Baseline Infrastructure 142
    The Project 143
    Project Team 153
    Summary 153
10 Microsoft Solution for Internet Business: The Solution Set 155
    Solution Introduction 157
    Software 161
    Services 171
    Support 172
    Solution Summary 174
    Summary 180
11 The Future 181
    Economics 101 181
    Proof Positive 186
    Microsoft Internet Solutions in the Future 190
    Summary 197
APPENDIX The JellyBelly.com Story 199
    Problems with the Site 199
    The Business Case for Change 200
    The Solution: The Microsoft Solution for Internet Business and the Microsoft Technology Center 201
GLOSSARY 203
INDEX 211