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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.
PART I PRINCIPLES OF MANAGING CUSTOMER RELATIONSHIPS.
CHAPTER 1 Evolution of Relationships with Customers.
CHAPTER 2 The Thinking behind Customer Relationships.
PART II IDIC IMPLEMENTATION PROCESS: A MODEL FOR MANAGING CUSTOMER RELATIONSHIPS.
CHAPTER 3 Customer Relationships: Basic Building Blocks of IDIC and Trust.
CHAPTER 4 Identifying Customers.
CHAPTER 5 Differentiating Customers: Some Customers Are Worth More than Others.
CHAPTER 6 Differentiating Customers by Their Needs.
CHAPTER 7 Interacting with Customers: Customer Collaboration Strategy.
CHAPTER 8 Customer Insight, Dialogue, and Social Media.
CHAPTER 9 Privacy and Customer Feedback.
CHAPTER 10 The Payoff of IDIC: Using Mass Customization to Build Learning Relationships.
PART III MEASURING AND MANAGING TO BUILD CUSTOMER VALUE.
CHAPTER 11 Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives.
CHAPTER 12 Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise.
CHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1.
CHAPTER 14 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2.
CHAPTER 15 Where Do We Go from Here?