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. |
من داخل الكتاب
النتائج 1-5 من 75
... efficiently. he dynamics of the customer-enterprise relationship have changed dramatiTcally over time. Customers have always been at the heart of an enterprise's long-term growth strategies, marketing and sales efforts, product ...
... efficiency and low price, or customer intimacy,4 that firm must have customers or the enterprise isn't a business—it's a hobby. This is true for nonprofits (where the “customers” may be donors or volunteers) as well as for-profits, for ...
... efficient way of doing business. We find examples of customer-specific behavior, and business initiatives driven by customer-specific insights, all around us today: ' A car-rental customer rents a car without having to. 5George S. Day ...
... efficient at large-scale manufacturing and distribution. The enterprise needed to manufacture millions of standard products and distribute them in the same way to all of their customers. Mass producers relied on numerous intermediaries ...
... efficient way. (You'll find more about mass customization in Chapter 10.) Technology empowers enterprises and their customer contact personnel, marketing and sales functions, and managers by equipping them with substantially more ...
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 |