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

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

Forewordsix
Acknowledgementsxi
1Customer relationship marketing: one more time?1
Why is relationship marketing important?3
Is customer relationship marketing profitable?4
Customer-led or market oriented?7
What's different about customer relationship marketing?10
Problems with functional marketing14
The evolution of customer relationship marketing15
The basis of a customer relationship marketing audit18
Gaining a competitive edge21
Virtual products and services24
Personal contact27
Summary30
2Relationships with customers31
Who is a customer?31
Levels of relationship37
Consumer buying models40
Business-to-business buying models47
Customer relationship marketing and the sales process50
Summary53
3Buy-in, policies and plans54
Buy-in top to bottom54
Strategy as fit and strategy as stretch55
Transforming the organization60
Top down leadership64
Bottom up management68
Core process redesign71
Summary78
Checklist for REAP planning78
4Measuring the impact83
Ten guidelines for a relationship marketing strategy83
Key performance indicator (KPI) measures87
The KPI hierarchy90
Quantifying relationship marketing96
Fixing the budget106
Summary108
5Segmentation and the top vanilla offer110
Traditional and relationship marketing planning110
Developing the capability for relationship marketing118
Customer management differentiation119
Segmentation121
A practical approach to segmented relationships130
The top vanilla approach132
Key principles of top vanilla134
The risks of top vanilla137
Summary139
6Getting the show on the road141
Introduction141
Barriers to implementation141
The implementation programme145
Evaluating current practice147
Developing the business case151
Customer contact strategy156
Customer management key performance indicators165
Summary167
7Customer loyalty and continuity168
What is customer loyalty?168
Loyalty and product type174
Which customers do you want to be loyal?176
Customer acquisition--six steps to success180
Customer retention--six steps to success184
Loyalty management--six steps to success188
Are loyalty schemes win-win?193
Summary--ten steps to successful loyalty schemes194
8Transparent marketing, customer value and process management197
Transparent marketing197
Do customers want transparent relationships?203
Customer value management and process contribution assessment212
Summary224
9Customer knowledge management226
Why manage knowledge?226
Tacit knowledge, explicit knowledge and products235
Implementing knowledge management--critical success factors241
Making knowledge management a reality--seven steps to success242
Customer knowledge management and organizational alignment245
Summary258
10Integrating the technology of customer management systems259
Introduction259
The overall approach262
The CRM ecosystem264
Learning through experience270
Updating current IT systems274
Building the brain278
The impact of mergers and acquisitions282
Integrating customer management systems283
Information where it's needed... when it's needed285
Simplifying data migration and integration287
Summary289
11Managing good and bad customers291
The moral maze291
What is a good customer?294
What is a bad customer?296
Predicting goodness and badness296
Managing the risk306
Dealing with complaints311
The customer perspective313
Organizational and business customer management strategies318
Summary321
12Justifying the CRM investment323
Delivering customer value through relationship marketing323
Some marketing paradigms328
Satisfying the board333
Keys to achieving the most from your customer relationship marketing investments344
E-business and globalization345
So what next?350
Summary357
Appendix 1A complete relationship marketing planning recipe358
Appendix 2C-View 02: your customer relationship marketing audit tool367
References372
Index377

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