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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... retention, and customer profitability.5 Defined more precisely, and what makes CRM into a truly different model for doing business and competing in the marketplace, is this: It is an enterprisewide business strategy for achieving ...
... retention, customer loyalty, and customer satisfaction as the key management objectives. CRM is more than just an outgrowth of direct marketing and the advent of new technology. It requires new skills, systems, processes, and employee ...
... retention and growth rather than pursue all types of customers at great expense only to lose them. MANAGING CUSTOMER RELATIONSHIPS IS A DIFFERENT TYPE OF COMPETITION A lot can be understood about how traditional, market-driven ...
... retention is critical to its success. The central purpose of managing customer relationships is for the enterprise to focus on increasing the overall value of its customer base—and customer retention is critical to its success ...
... RETENTION AND ENTERPRISE PROFITABILITY Enterprises strive to increase profitability without losing high-margin customers, by increasing their customer retention rates or the percentage of customers who have met a specified number of ...
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 |