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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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| What Is A Relationship? | |
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| The Technology Revolution And The Customer Revolution | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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| The Thinking Behind Customer Relationships | |
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| Why Do Companies Work At Being "Customer-Centric"? | |
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| What Characterizes A Relationship? | |
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| Customer Loyalty: Is It An Attitude? Or A Behavior? | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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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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| Becoming The Customer's Trusted Agent | |
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| Relationships Require Information, But Information Comes Only With Trust | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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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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| Customer Data Revolution | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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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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| Summary | |
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| Food For Thought | |
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| Glossary | |
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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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| Why Doesn't Every Company Already Differentiate Their Customers By Needs? | |
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| Categorizing Customers By Their Needs | |
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| Understanding Needs | |
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| Community Knowledge | |
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| Using Needs Differentiation To Build Customer Value | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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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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| Technology Of Interaction Requires Integrating Across The Entire Enterprise | |
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| Customer Dialogue: A Unique And Valuable Asset | |
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| Not All Interactions Qualify As "Dialogue" | |
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| Cost-Efficiency And Effectiveness Of Customer Interaction | |
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| Complaining Customers: Hidden Assets? | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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| Customer Insight, Dialogue, And Social Media | |
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| The Age Of Transparency | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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| Privacy And Customer Feedback | |
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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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| Summary | |
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| Food For Thought | |
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| Glossary | |
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| The Payoff Of IDIC: Using Mass Customization To Build Learning Relationships | |
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| How Can Customization Be Profitable? | |
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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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| Culture Rules | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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| Measuring And Managing To Build Customer Value | |
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| Optimizing Around The Customer: Measuring The Success Of Customer-Based Initiatives | |
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| Customer Equity | |
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| Customer Loyalty And Customer Equity | |
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| Return On Customer | |
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| Leading Indicators Of Ltv Change | |
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| Stats And The Single Customer | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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| Using Customer Analytics To Build The Success Of The Customer-Strategy Enterprise | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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| Organizing And Managing The Profitable Customer-Strategy Enterprise: Part 1 | |
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| Relationship Governance | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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| Organizing And Managing The Profitable Customer-Strategy Enterprise: Part 2 | |
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| Pilot Projects And Incremental Change | |
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| Picket Fence Strategy | |
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| Segment Management | |
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| Customer Portfolio Management | |
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| Transition Across The Enterprise | |
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| Transition Process For Other Key Enterprise Areas | |
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| Managing Employees In The Customer-Strategy Enterprise | |
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| Summary | |
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| Food For Thought | |
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| Glossary | |
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| Where Do We Go From Here? | |
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| Leadership Behavior Of Customer Relationship Managers | |
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| Maintain And Increase The Trust Of Customers | |
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| Summary | |
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| Food For Thought | |
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| Index | |