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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 | |