Up Close & Personal?: Customer Relationship Marketing at Work / Edition 3

Up Close & Personal?: Customer Relationship Marketing at Work / Edition 3

by Paul R. Gamble, Merlin Stone, Neil Woodcock, Bryan Foss
     
 

ISBN-10: 0749446919

ISBN-13: 9780749446918

Pub. Date: 07/30/2006

Publisher: Kogan Page, Ltd.

Based on worldwide research supported by IBM, this book provides new insights into effective customer relationship marketing. "Should be read by all marketing, sales, service and advertising practitioners." — Marketing magazine "Probably the most level-headed and clear-sighted picture of how markets can affect customer relationships." — Database Marketing  See more details below

Overview

Based on worldwide research supported by IBM, this book provides new insights into effective customer relationship marketing. "Should be read by all marketing, sales, service and advertising practitioners." — Marketing magazine "Probably the most level-headed and clear-sighted picture of how markets can affect customer relationships." — Database Marketing

Product Details

ISBN-13:
9780749446918
Publisher:
Kogan Page, Ltd.
Publication date:
07/30/2006
Edition description:
3rd ed.
Pages:
428
Product dimensions:
6.34(w) x 9.20(h) x 1.04(d)

Table of Contents

Forewords
Acknowledgements
1Customer relationship marketing: one more time?1
The times they are a changin'1
Customer relationship marketing is more important than ever before7
Is customer relationship marketing profitable?9
Customer-led or market oriented?12
What's different about customer relationship marketing?15
Problems with functional marketing20
The evolution of customer relationship marketing22
The basis of a customer relationship marketing audit25
Gaining a competitive edge28
The new challenge for CRM30
So, why do marketers need better customer insights?36
Personal contact37
Summary40
2Relationships with customers41
Who is a customer?41
Levels of relationship47
The eight building blocks of customer relationship marketing50
Distorting the buying decision in your favour57
Business-to-business buying models62
Customer relationship marketing and the sales process65
Summary68
3Buy-in, policies and plans69
Buy-in top to bottom69
Strategy as fit and strategy as stretch70
Stretching the organization75
Top down leadership87
Bottom up management91
Core process redesign94
Beginning the transition99
Summary102
Checklist for REAP planning103
4Measuring the impact108
Marketing effectiveness108
Key performance indicator (KPI) measures115
The KPI hierarchy117
Quantifying relationship marketing121
Summary138
5Segmentation and the top vanilla offer140
Traditional and relationship marketing planning140
Developing the capability for relationship marketing151
Customer management differentiation152
Segmentation154
A practical approach to segmented relationships163
The top vanilla approach165
Key principles of top vanilla166
The risks of top vanilla170
Summary170
6Getting the show on the road173
The implementation programme173
Evaluating current practice175
Developing the business case179
Customer contact strategy184
Putting value segmentation into practice190
Customer management key performance indicators207
Summary209
7Customer loyalty and continuity210
What is customer loyalty?210
Loyalty and product type217
Which customers do you want to be loyal?220
Customer acquisition - six steps to success226
Customer retention - six steps to success230
Loyalty management - six steps to success233
Are loyalty schemes win-win?238
Summary243
8The customer experience, transparent marketing, and customer value management244
Managing the customer experience244
Do customers want transparent relationships?253
Customer value management and process contribution assessment262
Summary274
9Customer knowledge management276
Why manage knowledge?276
Innovation and knowledge management281
Tacit knowledge, explicit knowledge and products287
Implementing knowledge management - critical success factors292
Making knowledge management a reality - seven steps to success294
Customer knowledge management and organizational alignment296
Summary308
10Technology and customer management systems310
Has customer relationship marketing technology delivered the goods?310
Basic approaches to customer data management315
A best practice approach321
The customer management architecture331
Summary333
11Managing good and bad customers335
Is it worth having a loyalty programme?335
What is a good customer?341
What is a bad customer?343
Predicting goodness and badness345
Managing the risk356
Dealing with complaints360
The customer perspective362
Organizational and business customer management strategies367
Summary370
12Justifying the CRM investment372
Delivering customer value through relationship marketing372
Satisfying the board381
Keys to achieving the most from your customer relationship marketing investments394
So what next?399
Customer relationship marketing and marketing revolution404
Summary405
AppendixA complete relationship marketing planning recipe407
References415
Index423

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