Managing Customer Relationships: A Strategic Framework

الغلاف الأمامي
John Wiley & Sons, 28‏/04‏/2004 - 528 من الصفحات
4 مراجعات
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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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المحتوى

Part Two IDIC Implementation Process A Model for Managing Customer Relationships
63
Part Three Measuring and Managing to Build Customer Value
297
Appendix Where Do We Go From Here?
487

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مقاطع مشهورة

الصفحة 401 - The longer employees stay with the company, the more familiar they become with the business, the more they learn, and the more valuable they can be. Those employees who deal directly with customers day after day have a powerful effect on customer loyalty. Longterm employees can serve customers better than newcomers can; after all, a customer's contact with a company is through employees, not the top executives. It is with employees that the customer builds a bond of trust and expectations, and when...
الصفحة 218 - By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message. It allows marketers to tell their story calmly and succinctly, without fear of being interrupted by competitors or Interruption Marketers. It serves both consumers and marketers in a symbiotic exchange. Permission Marketing...
الصفحة 202 - Switzerland, is an international organization within which governments and the private sector coordinate global telecom networks and services.
الصفحة 411 - Conceptually, a distribution channel consists of a set of interdependent organizations involved in the process of making a product or service available for use or consumption.
الصفحة 28 - On average, US corporations now lose half their customers in five years, half their employees in four, and half their investors in less than one year. We seem to face a future in which the only business relationships will be opportunistic transactions between virtual strangers.
الصفحة 162 - Treacy, Michael and Fred Wiersema, "Customer Intimacy and Other Value Disciplines," Harvard Business Review, January/February 1993, p.
الصفحة 220 - Interruption Marketers spend all their time interrupting strangers, in an almost pitiful attempt to bolster popularity and capture attention. Permission Marketers spend as little time and money talking to strangers as they can. Instead they move as quickly as they can to turn strangers into prospects who choose to "opt in" to a series of communications.
الصفحة 28 - V. Kumar. The mismanagement of customer loyalty. Harvard Business Review (July) (2002) 4-12.

نبذة عن المؤلف (2004)

DON PEPPERS and MARTHA ROGERS, PhD, are the founding partners of Peppers and Rogers Group, a Carlson Marketing Group Company based in Norwalk, Connecticut (www.1to1.com). They are the coauthors of five bestselling books about one-to-one customer relationships and were named by Business 2.0 magazine as two of the most important business gurus of all time. Peppers was formerly the CEO of a top-20 direct marketing agency, and Rogers is an adjunct professor at The Fuqua School of Business at Duke University, as well as Codirector of the Teradata Center for Customer Relationship Management at Duke University (www.teradataduke.org).

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