In today’s competitive marketplace, customer relationship
management 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 to
make managerial decisions every day designed to increase the value
of a company by making managerial decisions that will grow 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 invented the
term ‘one-to-one marketing, ‘ provide the definitive overview of
what it takes to keep customers coming back for years to come.
Presenting a comprehensive framework for customer relationship
management, 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. Here, renowned customer relationship
management pioneers 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, Managing
Customer Relationships features:
Pioneering theories and principles of individualized customer
relationships
An overview of relationship theory
Contributions from such revolutionary leaders as Philip Kotler,
Esther Dyson, Geoffrey Moore, and Seth Godin
Guidelines for identifying customers and differentiating them by
value and need
Tips for using the tools of interactivity and customization to
build learning relationships
Coverage of the importance of privacy and customer feedback
Advice for measuring the success of customer-based
initiatives
The future and evolution of retailing
An appendix that examines the qualities needed in a firm’s
customer relationship leaders, and that provides fundamental tools
for embarking on a career in managing customer relationships or
helping a company use customer value as the basis for executive
decisions
The techniques in Managing Customer Relationships can help any
company sharpen its competitive advantage.
Inhoudsopgave
Preface.
PART ONE: PRINCIPLES OF MANAGING CUSTOMER
RELATIONSHIPS.
Chapter 1. Evolution of Relationships with Customers.
Chapter 2. Thinking Behind Customer Relationships.
PART TWO: ‘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. Using the Tools of Interactivity to Build
Learning Relationships.
Chapter 9. Privacy and Customer Feedback.
Chapter 10. Using Mass Customization To Build Learning
Relationships.
PART THREE: MEASURING AND MANAGING TO BUILD CUSTOMER VALUE.
Chapter 11. Measuring the Success of Customer-Based
Initiatives.
Chapter 12. Customer Analytics and the Customer-Strategy
Enterprise.
Chapter 13. Organizin g and Managing the Profitable
Customer-Strategy Enterprise.
Chapter 14. Delivery Channel Issues of the Enterprise Focused On
Building Customer Value.
Chapter 15. Store of the Future and the Evolution of
Retailing.
Appendix: Where Do We Go From Here?
Index.
Over de auteur
DON PEPPERS and MARTHA ROGERS, Ph D, are the founding partners of Peppers and Rogers Group, a Carlson Marketing Group Company based in Norwalk, Connecticut (www.1to1.com). They are the coauthors of five bestselling books about one-to-one customer relationships and were named by Business 2.0 magazine as two of the most important business gurus of all time. Peppers was formerly the CEO of a top-20 direct marketing agency, and Rogers is an adjunct professor at The Fuqua School of Business at Duke University, as well as Codirector of the Teradata Center for Customer Relationship Management at Duke University (www.teradataduke.org).
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