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Managing Customer Relationships: A Strategic Framework [NOOK Book]

Overview

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 ...
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Managing Customer Relationships: A Strategic Framework

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Overview

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.

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Product Details

  • ISBN-13: 9780470930182
  • Publisher: Wiley
  • Publication date: 12/30/2010
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 2
  • Pages: 528
  • Sales rank: 403,394
  • File size: 3 MB

Meet the Author

DON PEPPERS is a Founding Partner at Peppers & Rogers Group. He is a former CEO of a top-20 direct marketing agency. He is a globally respected thought leader, futurist, and consultant. He holds a degree in astronautical engineering from the U.S. Air Force Academy and a master's in public affairs from Princeton University's Woodrow Wilson School. His popular blog, "Peppers Unplugged," can be found at 1to1media.com.

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

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

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Table of Contents

Preface.

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?

Name Index.

Term Index.

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