Managing Customer Relationships: A Strategic Framework / Edition 2

Hardcover (Print)
Rent from
(Save 80%)
Est. Return Date: 09/21/2014
Used and New from Other Sellers
Used and New from Other Sellers
from $42.17
Usually ships in 1-2 business days
(Save 52%)
Other sellers (Hardcover)
  • All (21) from $42.17   
  • New (7) from $60.29   
  • Used (14) from $43.01   


In today's competitive marketplace, managing customer relationships or customer relationship management (CRM) 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 how to make everyday managerial decisions that increase the value of a company by increasing 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 coined the term "one-to-one marketing," provide the definitive overview of what it takes to keep customers coming back.

Presenting a comprehensive framework for CRM, 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. 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. The techniques in Managing Customer Relationships can help any company sharpen its competitive advantage.

Read More Show Less

Product Details

  • ISBN-13: 9780470423479
  • Publisher: Wiley
  • Publication date: 1/11/2011
  • Edition number: 2
  • Pages: 528
  • Sales rank: 360,447
  • Product dimensions: 7.32 (w) x 10.10 (h) x 1.60 (d)

Meet the Author

DON PEPPERS and MARTHA ROGERS, PhD, are the founding partners of Peppers and Rogers Group, a Carlson Marketing Group Company based in Norwalk, Connecticut ( They are the coauthors of five bestselling books about one-to-one customer relationships and were named by Business 2.0 magazine as two of the most important business gurus of all time. Peppers was formerly the CEO of a top-20 direct marketing agency, and Rogers is an adjunct professor at The Fuqua School of Business at Duke University, as well as Codirector of the Teradata Center for Customer Relationship Management at Duke University (
Read More Show Less

Table of Contents

Ch. 1 Evolution of relationships with customers 3
Roots of customer relationship management 5
The view from here 11
Get, keep, and grow customers in the twenty-first century 17
What is a relationship? 19
The technology revolution and the customer revolution 23
Ch. 2 The thinking behind customer relationships 35
What characterizes a relationship? 35
Thinking about relationship theory 38
CRM : the customer's view 51
The nature of loyalty 56
Ch. 3 Customer relationships : basic building blocks of IDIC and 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 72
Becoming the customer's trusted agent 78
Relationships require information, but information comes only with trust 81
Ch. 4 Identifying customers 87
Individual information requires customer recognition 88
What does "identify" mean? 93
The internet's role in customer identification : betting on Amazon 97
Customer data revolution 98
Role of smart markets in managing relationships with customers 103
Ch. 5 Differentiating customers : some customers are worth more than others 113
Customer value is a future-oriented variable 114
Different customers have different values 120
Convergys : a case study in using proxy variables to rank customers by their value 127
Ch. 6 Differentiating customers by their needs 137
Definitions 138
Differentiating customers by need : an illustration 141
Understanding needs 145
Using needs differentiation to build customer value 147
Differentiating customers by their needs : a practical approach 148
Ch. 7 Interacting with customers : customer collaboration strategy 161
Dialogue requirements 162
Implicit and explicit bargains 164
Succeeding at interaction strategy means integrating across touchpoints 169
Integrated marketing communications and CRM : friends or foes? 172
Customer interaction and dialogue management 179
Complaining customer as collaborators 185
Ch. 8 Using the tools of interactivity to build learning relationships 191
Customer-based software sampler 192
Using e-mail to interact with customers 196
Using e-mail to build customer value 196
Evolution of the customer interaction center in the context of IDIC 203
Wireless rules : how new mobile technologies will transform CRM 208
Ch. 9 Privacy and customer feedback 213
Permission marketing 217
Privacy issues for the information age 223
Individual privacy and data protection 228
Privacy in Europe is a different world 232
Privacy pledges build enterprise trust 235
Submitting data online 238
Privacy on the net 241
Ch. 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
Technology accelerates mass customization 277
Customization of standardized products and services 279
Value streams 282
Who will write the new business rules for personalization? 287
Ch. 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
Customer profitability metrics 307
Longitudinal metrics and short-term gain 309
Measuring customer satisfaction 315
Managing customer relationships : metrics case study 321
Ch. 12 Customer analytics and the customer-strategy enterprise 341
Optimizing customer relationships with advanced analytics 350
Ch. 13 Organizing and managing the profitable customer-strategy enterprise 359
Capabilities for forging customer relationships 363
Relationship governance 370
How to get there from here : transitions to customer management 375
The manager of portfolios of customers 380
Stages of change to become a customer-strategy enterprise 381
Transition across the enterprise 386
Managing employees in the customer-strategy enterprise 397
Overcoming employee resistance 397
Loyalty-based management 400
Momentum building in the customer-based enterprise 407
Ch. 14 Delivery channel issues of the enterprise focused on building customer value 411
Dealing with channel pain 412
Distribution system management 417
General Motors' Vauxhall division : managing the customer experience across channels and touchpoints 420
Demand chain and distribution 428
Supply chain management and managing customer relationships 430
Ch. 15 Store of the future and the evolution of retailing 451
Consumer direct channel 454
Using operational excellence as a competitive advantage : Tesco 464
The online store and the role of the brand in online shopping 472
Final mile to consumers 479
Logistics business models for success 483
App Where do we go from here? 487
Index 498
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)