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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... Relationships 1 Chapter 1 Evolution of Relationships with Customers 3 Roots of Customer Relationship Management 5 The View from Here 1 1 Philip Kotler Get, Keep, and Grow Customers in the Twenty-First Century 17 Roger Siboni What Is a ...
... Relationships 255 How Can Customization Be Profitable? 256 You're Only ... Relationship Governance 370 How to Get There from Here: Transitions to Customer Management 375 Chapter 14 Chapter 15 Appendix Index The Manager of Portfolios. CONTENTS ...
... Managing the Customer Experience across Channels and Touchpoints 420 Patricia B. Seybold Demand Chain and Distribution 428 Supply Chain Management and Managing Customer Relationships 430 Roger Blackwell Kristina Stephan Store of the ...
... relationship theory, outline the Identify-Dtfierentiate-InteractCustomize (IDIC) framework, and then address metrics, data management, customer management and company organization, channel issues, and the store of the future. We end the ...
... relationship management (CRM). They sometimes used one of our early books as readings, along with other excellent work that was being published by a group of other early explorers on this and related topics. But the field was too new ...
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 |