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 76
... Trust 65 Trust and Relationships Happen in Tandem 66 IDIC: Four Implementation Tasks for Creating and Managing Customer Relationships 68 How Does Trust Characterize a Learning Relationship? 71 The Trust Equation: Generating Customer ...
... Trust 235 Submitting Data Online 238 Privacy on the Net 241 Esther Dyson Chapter 10 Using Mass Customization to Build Learning Relationships 255 How Can Customization Be Profitable? 256 You're Only as Agile as Your Customers Think 263 B ...
... trust. Historically, brands have played a critical role in helping 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 ...
... trust the product and service being sold to him is the general reputation of the brand itself.10 By contrast, the customer-based enterprise aligns customer collaboration with profitability. Compare the behaviors that result from both ...
... trust between a customer and an enterprise. For example, a customer might divulge his credit card number to an organization, which records it and remembers it for future transactions. The customer trusts that the enterprise will keep ...
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 |