Managing Customer Relationships: A Strategic Framework / Edition 2

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"No company can succeed without customers. If you don't havecustomers, you don't have a business. You have a hobby."
From Managing Customer Relationships, Second Edition

Now fully revised and updated with new examples, case studies,and references with contributing works from industry leaders andacademic experts, Managing Customer Relationships is one ofthe first books designed to develop an understanding of thepedagogy of managing customer relationships. With an emphasis oncustomer strategies and building customer value, the SecondEdition focuses on marketing accountability and metrics andadvanced customer valuation approaches, including Return onCustomer. The new edition offers a full discussion of the influenceof social networking on customer empowerment and customerrelationship management (CRM).

In Managing Customer Relationships, Second Edition, DonPeppers and Martha Rogers, credited with founding thecustomer-relationship revolution in 1993 when they coined the term"one-to-one marketing," provide the foundational overview of whatit takes to keep customers coming back, presenting world-classguidance on:

  • The technology revolution and the customer revolution
  • Tools of interactivity and customization to build learningrelationships
  • The importance of privacy and customer feedback
  • Customer insight, dialogue, and social media
  • The role of interconnectivity and social networking on buildingtrusting relationships
  • Essential qualities in a firm's customer relationshipleaders

In today's competitive marketplace, managing customerrelationships (and CRM) has become critical to a company'sprofitability and long-term success. To become morecustomer-focused, skilled managers, IT professionals, and marketingexecutives must understand how to build profitable relationshipswith each customer and how to make everyday managerial decisionsthat increase the value of a company by increasing the value of thecustomer base.

With contributions from academic and industry leaders, Peppersand Rogers incorporate many of the principles of individualizedcustomer relationships that they are best known for, equippingprofessionals with techniques every company can put to use insharpening its competitive advantage.

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Product Details

  • ISBN-13: 9780470423479
  • Publisher: Wiley
  • Publication date: 1/11/2011
  • Edition number: 2
  • Pages: 528
  • Sales rank: 377,878
  • Product dimensions: 7.32 (w) x 10.10 (h) x 1.60 (d)

Meet the Author

DON PEPPERS is a Founding Partner at Peppers & RogersGroup. He is a former CEO of a top-20 direct marketing agency. Heis a globally respected thought leader, futurist, and consultant.He holds a degree in astronautical engineering from the U.S. AirForce Academy and a master's in public affairs from PrincetonUniversity's Woodrow Wilson School. His popular blog, "PeppersUnplugged," can be found at

MARTHA ROGERS is a Founding Partner at Peppers &Rogers Group and is in demand for speaking and thought leadershipon six continents. She is also an adjunct professor at the FuquaSchool of Business at Duke University. She earned her PhD atUniversity of Tennessee as a Bickel Fellow, and has led multi-year,multimillion-dollar research programs.

PEPPERS and ROGERS have published eight best-sellingbooks and are "always working on the next one." Their first book,The One to One Future, was named "Book of the Year" by TomPeters and "one of the two or three most important business booksever written" by George Gendren, then editor of Inc. Their secondbook, Enterprise One to One, was given a five-star rating bythe Wall Street Journal. The books appear in nineteenlanguages. They have also published in Harvard Business Review andother academic publications.

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Table of Contents

Preface xi


CHAPTER 1 Evolution of Relationships with Customers 3

CHAPTER 2 The Thinking behind Customer Relationships 37


CHAPTER 3 Customer Relationships: Basic Building Blocks of IDIC and Trust 73

CHAPTER 4 Identifying Customers 103

CHAPTER 5 Differentiating Customers: Some Customers Are Worth More than Others 121

CHAPTER 6 Differentiating Customers by Their Needs 159

CHAPTER 7 Interacting with Customers: Customer Collaboration Strategy 185

CHAPTER 8 Customer Insight, Dialogue, and Social Media 217

CHAPTER 9 Privacy and Customer Feedback 243

CHAPTER 10 The Payoff of IDIC: Using Mass Customization to Build Learning Relationships 275


CHAPTER 11 Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives 307

CHAPTER 12 Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise 349

CHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1 381

CHAPTER 14 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2 409

CHAPTER 15 Where Do We Go from Here? 451

Summary 480

Food for Thought 481

Name Index 483

Term Index 487

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