Managing Customer Relationships A Strategic Framework

ISBN-10: 047148590X

ISBN-13: 9780471485902

Edition: 2004

List price: $94.95
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Description: In today's competitive marketplace, customer relationship management is critical to a company's profitability and long-term success. To become more customer focused, skilled managers, IT professionals and marketing executives must understand how to build profitable relationships with each customer and to make managerial decisions every day designed to increase the value of a company by making managerial decisions that will grow the value of the customer base. The goal is to build long-term relationships with customers and generate increased customer loyalty and higher margins. In Managing Customer Relationships, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they invented the term "one-to-one marketing," provide the definitive overview of what it takes to keep customers coming back for years to come. Presenting a comprehensive framework for customer relationship management, Managing Customer Relationships provides CEOs, CFOs, CIOs, CMOs, privacy officers , human resources managers, marketing executives, sales teams, distribution managers, professors, and students with a logical overview of the background, the methodology, and the particulars of managing customer relationships for competitive advantage. Here, renowned customer relationship management pioneers Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, including a complete overview of the background and history of the subject, relationship theory, IDIC (Identify-Differentiate-Interact-Customize) methodology, metrics, data management, customer management, company organization, channel issues, and the store of the future. One of the first books designed to develop an understanding of the pedagogy of managing customer relationships, with an emphasis on customer strategies and building customer value, Managing Customer Relationships features: Pioneering theories and principles of individualized customer relationships An overview of relationship theory Contributions from such revolutionary leaders as Philip Kotler, Esther Dyson, Geoffrey Moore, and Seth Godin Guidelines for identifying customers and differentiating them by value and need Tips for using the tools of interactivity and customization to build learning relationships Coverage of the importance of privacy and customer feedback Advice for measuring the success of customer-based initiatives The future and evolution of retailing An appendix that examines the qualities needed in a firm's customer relationship leaders, and that provides fundamental tools for embarking on a career in managing customer relationships or helping a company use customer value as the basis for executive decisions The techniques in Managing Customer Relationships can help any company sharpen its competitive advantage.

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Book details

List price: $94.95
Copyright year: 2004
Publisher: John Wiley & Sons, Incorporated
Publication date: 4/19/2004
Binding: Hardcover
Pages: 528
Size: 7.25" wide x 10.00" long x 1.50" tall
Weight: 2.398
Language: English

Preface
Principles of Managing Customer Relationships
Evolution of Relationships with Customers
Roots of Customer Relationship Management
The View from Here
Get, Keep, and Grow Customers in the Twenty-First Century
What Is a Relationship?
The Technology Revolution and the Customer Revolution
The Thinking behind Customer Relationships
What Characterizes a Relationship?
Thinking about Relationship Theory
CRM: The Customer's View
The Nature of Loyalty
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?
The Trust Equation: Generating Customer Trust
Becoming the Customer's Trusted Agent
Relationships Require Information, But Information Comes Only with Trust
Identifying Customers
Individual Information Requires Customer Recognition
What Does "Identify" Mean?
The Internet's Role in Customer Identification: Betting on Amazon
Customer Data Revolution
Role of Smart Markets in Managing Relationships with Customers
Differentiating Customers: Some Customers Are Worth More Than Others
Customer Value Is a Future-Oriented Variable
Different Customers Have Different Values
Convergys: A Case Study in Using Proxy Variables to Rank Customers by Their Value
Differentiating Customers by Their Needs
Definitions
Differentiating Customers by Need: An Illustration
Understanding Needs
Using Needs Differentiation to Build Customer Value
Differentiating Customers by Their Needs: A Practical Approach
Interacting with Customers: Customer Collaboration Strategy
Dialogue Requirements
Implicit and Explicit Bargains
Succeeding at Interaction Strategy Means Integrating across Touchpoints
Integrated Marketing Communications and CRM: Friends or Foes?
Customer Interaction and Dialogue Management
Complaining Customer as Collaborators
Using the Tools of Interactivity to Build Learning Relationships
Customer-Based Software Sampler
Using E-Mail to Interact with Customers
Using E-Mail to Build Customer Value
Evolution of the Customer Interaction Center in the Context of IDIC
Wireless Rules: How New Mobile Technologies Will Transform CRM
Privacy and Customer Feedback
Permission Marketing
Privacy Issues for the Information Age
Individual Privacy and Data Protection
Privacy in Europe Is a Different World
Privacy Pledges Build Enterprise Trust
Submitting Data Online
Privacy on the Net
Using Mass Customization to Build Learning Relationships
How Can Customization Be Profitable?
You're Only as Agile as Your Customers Think
Technology Accelerates Mass Customization
Customization of Standardized Products and Services
Value Streams
Who Will Write the New Business Rules for Personalization?
Measuring and Managing to Build Customer Value
Measuring the Success of Customer-Based Initiatives
Brand Equity versus Customer Equity
Nature of Customer Loyalty: Attitude or Behavior?
Economics of Loyalty
Customer Profitability Metrics
Longitudinal Metrics and Short-Term Gain
Measuring Customer Satisfaction
Managing Customer Relationships: Metrics Case Study
Customer Analytics and the Customer-Strategy Enterprise
Optimizing Customer Relationships with Advanced Analytics
Organizing and Managing the Profitable Customer-Strategy Enterprise
Capabilities for Forging Customer Relationships
Relationship Governance
How to Get There from Here: Transitions to Customer Management
The Manager of Portfolios of Customers
Stages of Change to Become a Customer-Strategy Enterprise
Transition across the Enterprise
Managing Employees in the Customer-Strategy Enterprise
Overcoming Employee Resistance
Loyalty-Based Management
Momentum Building in the Customer-Based Enterprise
Delivery Channel Issues of the Enterprise Focused on Building Customer Value
Dealing with Channel Pain
Distribution System Management
General Motors' Vauxhall Division: Managing the Customer Experience across Channels and Touchpoints
Demand Chain and Distribution
Supply Chain Management and Managing Customer Relationships
Store of the Future and the Evolution of Retailing
Consumer Direct Channel
Using Operational Excellence as a Competitive Advantage: Tesco
The Online Store and the Role of the Brand in Online Shopping
Final Mile to Consumers
Logistics Business Models for Success
Where Do We Go From Here?
Leadership Behavior of Customer Relationship Managers
Managing Customer Relationships: The Technology Adoption Life Cycle
Index
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