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