Managing Customer Relationships A Strategic Framework

ISBN-10: 0470423471
ISBN-13: 9780470423479
Edition: 2nd 2011
List price: $60.00 Buy it from $19.90 Rent it from $27.96
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Description: In todayrsquo;s competitive marketplace, managing customer relationships or customer relationship management (CRM) is critical to a companyrsquo;s profitability and long-term success. Fully revised and updated, Managing Customer Relationships,  More...

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Book details

List price: $60.00
Edition: 2nd
Copyright year: 2011
Publisher: John Wiley & Sons, Limited
Publication date: 2/8/2011
Binding: Hardcover
Pages: 528
Size: 7.25" wide x 10.00" long x 1.75" tall
Weight: 2.332
Language: English

In todayrsquo;s competitive marketplace, managing customer relationships or customer relationship management (CRM) is critical to a companyrsquo;s profitability and long-term success. Fully revised and updated, Managing Customer Relationships, Second Edition contains principles that serve business managers as a useful underpinning for understanding how to build and manage customer relationships. Written by Don Peppers and Martha Rogers, two of the foremost thought leaders in CRM, the new edition contains updated examples, case studies, and references with contributing works from various industry leaders.

Principles Of Managing Customer Relationships
Evolution Of Relationships With Customers
Roots Of Customer Relationship Management
What Is A Relationship?
The Technology Revolution And The Customer Revolution
Summary
Food For Thought
Glossary
The Thinking Behind Customer Relationships
Why Do Companies Work At Being "Customer-Centric"?
What Characterizes A Relationship?
Customer Loyalty: Is It An Attitude? Or A Behavior?
Summary
Food For Thought
Glossary
IDIC Implementation Process: A Model For Managing Customer Relationships
Customer Relationships: Basic Building Blocks Of IDIC And Trust
Trust And Relationships Happen In Tandem
IDIC: Four Implementation Tasks For Creating And Managing .Customer Relationships
How Does Trust Characterize A Learning Relationship?
Becoming The Customer's Trusted Agent
Relationships Require Information, But Information Comes Only With Trust
Summary
Food For Thought
Glossary
Identifying Customers
Individual Information Requires Customer Recognition
What Does "Identify" Mean?
Customer Data Revolution
Summary
Food For Thought
Glossary
Differentiating Customers: Some Customers Are Worth More Than Others
Customer Value Is A Future-Oriented Variable
Different Customers Have Different Values
Summary
Food For Thought
Glossary
Differentiating Customers By Their Needs
Definitions
Differentiating Customers By Need: An Illustration
Why Doesn't Every Company Already Differentiate Their Customers By Needs?
Categorizing Customers By Their Needs
Understanding Needs
Community Knowledge
Using Needs Differentiation To Build Customer Value
Summary
Food For Thought
Glossary
Interacting With Customers: Customer Collaboration Strategy
Dialogue Requirements
Implicit And Explicit Bargains
Technology Of Interaction Requires Integrating Across The Entire Enterprise
Customer Dialogue: A Unique And Valuable Asset
Not All Interactions Qualify As "Dialogue"
Cost-Efficiency And Effectiveness Of Customer Interaction
Complaining Customers: Hidden Assets?
Summary
Food For Thought
Glossary
Customer Insight, Dialogue, And Social Media
The Age Of Transparency
Summary
Food For Thought
Glossary
Privacy And Customer Feedback
Privacy In Europe Is A Different World
Privacy Pledges Build Enterprise Trust
Submitting Data Online
Summary
Food For Thought
Glossary
The Payoff Of IDIC: Using Mass Customization To Build Learning Relationships
How Can Customization Be Profitable?
Technology Accelerates Mass Customization
Customization Of Standardized Products And Services
Value Streams
Culture Rules
Summary
Food For Thought
Glossary
Measuring And Managing To Build Customer Value
Optimizing Around The Customer: Measuring The Success Of Customer-Based Initiatives
Customer Equity
Customer Loyalty And Customer Equity
Return On Customer
Leading Indicators Of Ltv Change
Stats And The Single Customer
Summary
Food For Thought
Glossary
Using Customer Analytics To Build The Success Of The Customer-Strategy Enterprise
Summary
Food For Thought
Glossary
Organizing And Managing The Profitable Customer-Strategy Enterprise: Part 1
Relationship Governance
Summary
Food For Thought
Glossary
Organizing And Managing The Profitable Customer-Strategy Enterprise: Part 2
Pilot Projects And Incremental Change
Picket Fence Strategy
Segment Management
Customer Portfolio Management
Transition Across The Enterprise
Transition Process For Other Key Enterprise Areas
Managing Employees In The Customer-Strategy Enterprise
Summary
Food For Thought
Glossary
Where Do We Go From Here?
Leadership Behavior Of Customer Relationship Managers
Maintain And Increase The Trust Of Customers
Summary
Food For Thought
Index

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