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

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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

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."

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Product Details

  • ISBN-13: 9780749446918
  • Publisher: Kogan Page, Ltd.
  • Publication date: 7/30/2006
  • Edition description: 3rd ed.
  • Edition number: 3
  • Pages: 428
  • Product dimensions: 6.34 (w) x 9.20 (h) x 1.04 (d)

Meet the Author

Professor Stone is the author of 30 + books on marketing and customer service, and is Visiting Professor at several UK universities.

Woodcock has worked on customer management projects with multi-national companies in Europe, the Far East, South Africa and the USA, specializing in the use of data to plan, implement and analyze strategies and activities.

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Table of Contents

Forewords
Acknowledgements
1 Customer relationship marketing: one more time? 1
The times they are a changin' 1
Customer relationship marketing is more important than ever before 7
Is customer relationship marketing profitable? 9
Customer-led or market oriented? 12
What's different about customer relationship marketing? 15
Problems with functional marketing 20
The evolution of customer relationship marketing 22
The basis of a customer relationship marketing audit 25
Gaining a competitive edge 28
The new challenge for CRM 30
So, why do marketers need better customer insights? 36
Personal contact 37
Summary 40
2 Relationships with customers 41
Who is a customer? 41
Levels of relationship 47
The eight building blocks of customer relationship marketing 50
Distorting the buying decision in your favour 57
Business-to-business buying models 62
Customer relationship marketing and the sales process 65
Summary 68
3 Buy-in, policies and plans 69
Buy-in top to bottom 69
Strategy as fit and strategy as stretch 70
Stretching the organization 75
Top down leadership 87
Bottom up management 91
Core process redesign 94
Beginning the transition 99
Summary 102
Checklist for REAP planning 103
4 Measuring the impact 108
Marketing effectiveness 108
Key performance indicator (KPI) measures 115
The KPI hierarchy 117
Quantifying relationship marketing 121
Summary 138
5 Segmentation and the top vanilla offer 140
Traditional and relationship marketing planning 140
Developing the capability for relationship marketing 151
Customer management differentiation 152
Segmentation 154
A practical approach to segmented relationships 163
The top vanilla approach 165
Key principles of top vanilla 166
The risks of top vanilla 170
Summary 170
6 Getting the show on the road 173
The implementation programme 173
Evaluating current practice 175
Developing the business case 179
Customer contact strategy 184
Putting value segmentation into practice 190
Customer management key performance indicators 207
Summary 209
7 Customer loyalty and continuity 210
What is customer loyalty? 210
Loyalty and product type 217
Which customers do you want to be loyal? 220
Customer acquisition - six steps to success 226
Customer retention - six steps to success 230
Loyalty management - six steps to success 233
Are loyalty schemes win-win? 238
Summary 243
8 The customer experience, transparent marketing, and customer value management 244
Managing the customer experience 244
Do customers want transparent relationships? 253
Customer value management and process contribution assessment 262
Summary 274
9 Customer knowledge management 276
Why manage knowledge? 276
Innovation and knowledge management 281
Tacit knowledge, explicit knowledge and products 287
Implementing knowledge management - critical success factors 292
Making knowledge management a reality - seven steps to success 294
Customer knowledge management and organizational alignment 296
Summary 308
10 Technology and customer management systems 310
Has customer relationship marketing technology delivered the goods? 310
Basic approaches to customer data management 315
A best practice approach 321
The customer management architecture 331
Summary 333
11 Managing good and bad customers 335
Is it worth having a loyalty programme? 335
What is a good customer? 341
What is a bad customer? 343
Predicting goodness and badness 345
Managing the risk 356
Dealing with complaints 360
The customer perspective 362
Organizational and business customer management strategies 367
Summary 370
12 Justifying the CRM investment 372
Delivering customer value through relationship marketing 372
Satisfying the board 381
Keys to achieving the most from your customer relationship marketing investments 394
So what next? 399
Customer relationship marketing and marketing revolution 404
Summary 405
Appendix A complete relationship marketing planning recipe 407
References 415
Index 423
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