Managing Customer Relationships: A Strategic Framework
Books / Hardcover
Books › Business & Economics › Decision-Making & Problem Solving
ISBN: 047148590X / Publisher: Wiley, April 2004
Peppers and Rogers, founders of a marketing group, document best practices in building the value of the customer base in global business. They provide CEOs, privacy officers, human resources managers, and marketing executives with a framework for researching how customer relationship management (CRM) can be used to drive profits and increase customer loyalty. Covering the background, the methodology, and the particulars of managing customer relationships, they look at data management, company organization, and channel issues. Contributions by other leaders in the field are included. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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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 relationshipsAn overview of relationship theoryContributions from such revolutionary leaders as Philip Kotler, Esther Dyson, Geoffrey Moore, and Seth GodinGuidelines for identifying customers and differentiating them by value and needTips for using the tools of interactivity and customization to build learning relationshipsCoverage of the importance of privacy and customer feedbackAdvice for measuring the success of customer-based initiativesThe future and evolution of retailingAn 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 decisionsThe techniques in Managing Customer Relationships can help any company sharpen its competitive advantage.
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