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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... Measuring and Managing to Build Customer Value 297 Chapter 11 Measuring the Success of Customer—Based Initiatives 299 Brand Equity versus Customer Equity 300 Nature of Customer Loyalty: Attitude or Behavior? 301 Economics of Loyalty 302 ...
... measure, and manage relationships with each of those customers in order to thrive, a firm must focus on deliberately increasing the value of the customer base. Customer strategy is not afleeting assignmentfor the marketing department ...
... measure loyalty and retention, in the next chapter.) Retaining customers is more beneficial to the enterprise for another reason: Acquiring new customers is costly. Many Internet start-up companies, without any brand-name recognition ...
... measure relationship quality based on the levels of trust, commitment, and ability to resolve conflicts effectively. The higher the levels of these contributors, the greater the quality of the relationship. High-quality relationships ...
... measure of one party's need to maintain the relationship in order to achieve its goals. Symmetric interdependence exists when the relationship members are equally dependent on each other. As the difference between the relative ...
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 |