One Customer, Divisible: Linking Customer Insight to Loyalty and Advocacy Behavior / Edition 1

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Overview

Are you getting the most from your customers? Discover how one book could teach you how to optimize your customer relationships. In fact, it goes significantly beyond traditional thinking and approaches to CRM and customer loyalty to emphasize a key leveraging factor largely missed by most marketers thus far: Using individual customer data, on a purchasing situation or venue-specific basis, to provide the highest level of perceived value. Specifically, what information should a marketer gather from and about customers, and how to manage it, how to share it, how to apply it, customer by customer and situation by situation?

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Product Details

  • ISBN-13: 9780324301298
  • Publisher: Cengage Learning
  • Publication date: 10/4/2005
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 6.34 (w) x 9.30 (h) x 0.70 (d)

Meet the Author

Michael Lowenstein, CMC, is Senior Vice President, Customer Management Center of Excellence, NOP World (www.nopworld.com). With over thirty years' management and consulting experience in customer and staff loyalty research, CRM, loyalty program development, customer win-back, service and channel quality, customer-driven corporate culture, HRD, and strategic marketing and planning to draw on, Lowenstein is an active international keynoter and speaker, workshop facilitator, and trainer, and he is a regular featured contributor to two customer loyalty newsletters. He also provides expert customer loyalty resource commentary to several professional CRM, marketing, customer service and HRD sites on the Internet.

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Table of Contents

FOREWORD - Greg R. Gianforte, CEO & Founder, RightNow Technologies PREFACE INTRODUCTION ACKNOWLEDGEMENTS THE AUTHOR 1. A Few Historical Perspectives, Basic Ground Rules, and Looks Into The Future Never Hurt Anybody… 2. Is Viral Marketing An Epidemic? If So, Whats The Cure? 3. Simpler Is Often Better: Acquiring, Managing and Applying Divisible Customer Data 4. Targeting Messages and Managing Experiences, Part I -What Clicks With Customers, And What Doesnt 5. Targeting Messages and Managing Experiences, Part II - Be Mindful Of The Customer Life Cycle 6. Targeting Messages and Managing Experiences, Part III - How Committed And Involved Are Your Customers? Better Find Out Fast! 7. Best Of The Best New Relationship And Data Tools 8. The Pivotal Emerging Data Importance of Customer Clubs, Loyalty Programs, and Communities 9. How Does, Or Will, Customer Service Fit Into The Mix? 10. Virtual And Real Return On Relationship Investment 11. (Not) Back To The Future NOTES SUBJECT AND COMPANY INDEX

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