Managing Customer Relationships: A Strategic FrameworkJohn Wiley & Sons, 28/04/2004 - 528 من الصفحات 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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النتائج 1-5 من 80
... Customer Relationships 35 What Characterizes a Relationship? 35 Thinking about Relationship Theory 38 Julie Edell Britton Josh Rose CRM: The Customer's View 51 James G. Barnes The Nature of Loyalty 56 Part Two IDIC Implementation ...
... Brand Equity versus Customer Equity 300 Nature of Customer Loyalty: Attitude or Behavior? 301 Economics of Loyalty 302 Customer Profitability Metrics 307 Longitudinal Metrics and Short-Term Gain 309 Measuring Customer Satisfaction 315 ...
... customers distinguish what they deem to be the best products and services. A primary enterprise goal has been to improve brand awareness of products and services, and to increase brand preference and brand loyalty among consumers. For ...
... customer relationships understand that the process of becoming an enterprise focused on building its Value by building customer ... Loyalty Effect (Boston, MA: Harvard Business School Press, 1996). 6Don Peppers and Martha Rogers, PhD, One to ...
... customers through lower prices and purchasing incentives. As customer loyalty decreases, profit margins decline, too, because the most frequently used customer acquisition tactic is price-cutting. Enterprises are facing a radically ...
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 |
Index | 498 |