Managing customer relationships: a strategic framework
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2011
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XV, 512 S. Ill., graph. Darst. |
| ISBN: | 9780470423479 9780470930151 9780470930168 9780470930182 |
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| 245 | 1 | 0 | |a Managing customer relationships |b a strategic framework |c Don Peppers ; Martha Rogers |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Hoboken, NJ |b Wiley |c 2011 | |
| 300 | |a XV, 512 S. |b Ill., graph. Darst. | ||
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| 650 | 4 | |a aConsumers' preferences | |
| 650 | 4 | |a aRelationship marketing | |
| 650 | 4 | |a aMarketing information systems | |
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Datensatz im Suchindex
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| adam_text | Titel: Managing customer relationships
Autor: Peppers, Don
Jahr: 2011
Contents
Preface xi
PART I PRINCIPLES OF MANAGING CUSTOMER RELATIONSHIPS 1
CHAPTER 1 Evolution of Relationships with Customers 3
Roots of Customer Relationship Management 5
Traditional Marketing Redux 10
The View from Here (Philip Kotler) 11
What Is a Relationship? 18
Who Is the Customer? 18
Return on Customer: Measuring the Efficiency with Which
Customers Create Value 21
The Technology Revolution and the Customer Revolution 24
Initial Assessment: Where Is a Firm on the
Customer-Strategy Map? 24
Royal Bank of Canada s 18 Million Loyal Customers 26
CRM ROI in Financial Services 30
Summary 33
Food for Thought 34
Glossary 34
CHAPTER 2 The Thinking behind Customer Relationships 37
Why Do Companies Work at Being Customer-Centric ? 37
What Characterizes a Relationship? 39
Thinking about Relationship Theory (Julie Edell Britton) 42
Cultivating the Customer Connection: A Framework for
Understanding Customer Relationships (James G. Barnes) 55
Customer Loyalty: Is It an Attitude? Or a Behavior? 64
Loyalty Programs 66
Summary 68
Food for Thought 69
Glossary 69
PART II IDIC IMPLEMENTATION PROCESS: A MODEL FOR
MANAGING CUSTOMER RELATIONSHIPS 71
CHAPTER 3 Customer Relationships: Basic Building Blocks of IDIC
and Trust 73
Trust and Relationships Happen in Tandem 74
IDIC: Four Implementation Tasks for Creating and Managing
Customer Relationships 76
How Does Trust Characterize a Learning Relationship? 79
The Speed of Trust (Stephen M. R. Covey) 80
The Trust Equation: Generating Customer Trust
(Charles H. Green) 82
Becoming the Customer s Trusted Agent 89
The Age of Transparency (Dov Seidman) 90
Corporate Heresy 93
The Man with the Folding Chair 95
Relationships Require Information, but Information Comes
Only with Trust 97
CRM Scenario: Governments Develop Learning Relationships
with Citizen-Customers 99
Summary 101
Food for Thought 101
Glossary 101
CHAPTER 4 Identifying Customers 103
Individual Information Requires Customer Recognition 104
Real Objective of Frequency Marketing Programs 106
What Does Identify Mean? 109
Customer Data Revolution 113
Role of Smart Markets in Managing Relationships with
Customers (Rashi Glazer) 117
Summary 119
Food for Thought 119
Glossary 120
CHAPTER 5 Differentiating Customers: Some Customers Are Worth More
than Others 121
Customer Value Is a Future-Oriented Variable 123
Recognizing the Hidden Potential Value in Customers
(Pelin Turunc) 130
Assessing a Customer s Potential Value 135
Different Customers Have Different Values 135
Pareto Principle and Power-Law Distributions 136
Customer Referral Value 141
Is It Fair to Fire Unprofitable Customers? 144
Dealing with Tough Customers 146
Canada Post: Using Value to Differentiate Customer
Relationships Qanet LeBlanc) 151
Summary 155
Food for Thought 156
Glossary 156
CHAPTER 6 Differentiating Customers by Their Needs 159
Definitions 160
Demographics Do Not Reveal Needs 163
Differentiating Customers by Need: An Illustration 163
Scenario: Financial Services 165
Understanding Customer Behaviors and Needs
(Kerem Can Ozkisacik) 166
Needs May Not Be Rational, but Everybody Has Them 168
Why Doesn t Every Company Already Differentiate Its
Customers by Needs? 169
Categorizing Customers by Their Needs 169
Understanding Needs 171
Community Knowledge 173
Healthcare Firms Care for and about Patient Needs 176
Using Needs Differentiation to Build Customer Value 178
Scenario: Universities Differentiate Students Needs 180
Summary 183
Food for Thought 184
Glossary 184
CHAPTER 7 Interacting with Customers: Customer Collaboration Strategy 185
Dialogue Requirements 186
Implicit and Explicit Bargains 187
Do Consumers Really Want One-to-One Marketing? 189
Two-Way, Addressable Media: A Sampling 191
Technology of Interaction Requires Integrating across the
Entire Enterprise 192
Touchpoint Mapping (Mounir Ariss) 195
Customer Dialogue: A Unique and Valuable Asset 201
Customizing Online Communication (Tom Spitale) 203
Not All Interactions Qualify as Dialogue 205
When the Best Contact Is No Contact (Bill Price and David Jaffe) 206
Is the Contact Center a Cost Center, a Profit Center, or an
Equity-Building Center? (Jiidi Hand) 209
Cost Efficiency and Effectiveness of Customer Interaction 210
Complaining Customers: Hidden Assets? 211
Summary 213
Food for Thought 214
Glossary 214
CHAPTER 8 Customer Insight, Dialogue, and Social Media 217
The Dollars and Sense of Social Media 218
Listening to Customers 222
The Importance of Listening and Social Media (Becky Carroll) 223
Crowd Service: Customers Helping Other Customers
(Natalie L. Petouhoff) 227
Age of Transparency 235
Social Media: Power to the People! (Yochai Benkler) 238
Summary 241
Food for Thought 241
Glossary 241
CHAPTER 9 Privacy and Customer Feedback 243
Permission Marketing (Seth Godin) 248
Individual Privacy and Data Protection
(Larry A. Ponemon, Ph.D.) 254
Privacy in Europe Is a Different World 257
European Organization for Economic Cooperation and
Development Privacy Guidelines 258
Privacy Pledges Build Enterprise Trust 259
Ten Points to Consider in Developing a Company s
Privacy Pledge 262
Submitting Data Online 263
Blown to Bits (Hal Abelson, Ken Ledeen, and Harry Lewis) 264
Universal ID 268
Privacy on the Net (Esther Dyson) 268
Summary 273
Food for Thought 274
Glossary 274
CHAPTER 10 The Payoff of IDIC: Using Mass Customization to Build
Learning Relationships 275
How Can Customization Be Profitable? 276
Demand Chain and Supply Chain 278
Mass Customization: Some Examples 283
Technology Accelerates Mass Customization 285
Redefining the Business: Tesco 286
Customization of Standardized Products and Services 288
Value Streams 291
Bentley Systems Creates Value Streams 292
Who Will Write the New Business Rules for Personalization?
(Bruce Kasanoff) 295
Culture Rules 301
Summary 303
Food for Thought 303
Glossary 304
PART III MEASURING AND MANAGING TO BUILD CUSTOMER
VALUE 305
CHAPTER 11 Optimizing around the Customer: Measuring the Success of
Customer-Based Initiatives 307
Customer Equity 312
What Is the Value Today of a Customer You Don t
Yet Have? 315
Customer Loyalty and Customer Equity 317
Return on Customer 321
Return on Customer = Total Shareholder Return 322
Measuring, Analyzing, and Utilizing Return on Customer
(Onder Oguzhan) 327
Leading Indicators of LTV Change 331
Stats and the Single Customer 339
Maximize Long-Term Value and Hit Short-Term Targets
(Yucel Ersoz) 340
Summary 346
Food for Thought 346
Glossary 347
CHAPTER 12 Using Customer Analytics to Build the Success of the
Customer-Strategy Enterprise 349
Verizon Wireless Uses Analytics to Predict and Reduce Churn 351
CRM in the Cloud 353
Optimizing Customer Relationships with Advanced Analytics
(Judy Bayer, Ronald S. Swift) 359
Holistic Customer View Is Essential for Managing
Customer-Centric Strategies (Jim Goodnight) 36l
Boosting Profits by Upselling in Firebrand Real Estate
Developers (Yucel Ersoz) 368
Looking for the Right Time to Sell a Mortgage Loan
(Yucel Ersoz) 375
Summary 378
Food for Thought 379
Glossary 379
CHAPTER 13 Organizing and Managing the Profitable Customer-Strategy
Enterprise: Part 1 381
Capabilities That Yield a Relationship Advantage
(George S. Day) 383
Becoming a Customer-Strategy Organization
(Marijo Puleo) 390
Relationship Governance 396
Customer Experience Maturity Monitor: The State of Customer
Experience Capabilities and Competencies (Jeff Gilleland) 400
Summary 407
Food for Thought 407
Glossary 407
CHAPTER 14 Organizing and Managing the Profitable Customer-Strategy
Enterprise: Part 2 409
Pilot Projects and Incremental Change 410
Picket Fence Strategy 412
Segment Management 413
Customer Portfolio Management 414
Transition across the Enterprise 415
Using Up Customers 417
Customer Service Starts when the Customer Experience Fails
(Christopher J. Zane) 420
How Do We Fix Service? (Bill Price and David Jaffe) 424
Improving Customer Service at an Online Financial Services Firm 430
Transformation from Product Centricity to Customer Centricity
(Pelin Turunc) 432
Transition Process for Other Key Enterprise Areas 433
HOl^(DovSeidman) 439
Managing Employees in the Customer-Strategy Enterprise 443
The Everyday Leader (Marilyn Carlson Nelson) 446
Summary 447
Food for Thought 448
Glossary 448
CHAPTER 15 Where Do We Go from Here? 451
Managing Customer Relationships: The Technology Adoption
Life Cycle (Geoffrey A. Moore) 452
Looking To the Future: Business Becomes Truly Collaborative
(Paul Greenberg) 460
Leadership Behavior of Customer Relationship Managers 464
Maintain and Increase the Trust of Customers 466
Summary 480
Food for Thought 481
Name Index 483
Term Index 487
|
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| title | Managing customer relationships a strategic framework |
| title_auth | Managing customer relationships a strategic framework |
| title_exact_search | Managing customer relationships a strategic framework |
| title_full | Managing customer relationships a strategic framework Don Peppers ; Martha Rogers |
| title_fullStr | Managing customer relationships a strategic framework Don Peppers ; Martha Rogers |
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| title_sub | a strategic framework |
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Inhaltsverzeichnis
THWS Schweinfurt Zentralbibliothek Lesesaal
| Signatur: |
2000 QP 620 P424(2) |
|---|---|
| Exemplar 1 | ausleihbar Verfügbar Bestellen |