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Measuring and Valuing Customer Relationships
Business Intelligence [part of Optima Media Group], Pages: 254
'This report provides valuable advice for Chief Executives and Marketers alike in their search for the metrics with which to guide the business' - John Stubbs, Chief Executive, The Marketing Council Customer behaviour differs significantly according to market. This means that there is no one-size-fits-all approach to choosing metrics for customer relationship management. Measuring and Valuing Customer Relationships explains why it is vital for organisations to understand the particular issues relating to their own market, and shows how to develop metrics specifically suited to their own circumstances. This ground-breaking report puts forward a unique five-dimensional model for developing profitable customer relationship management programmes. Based on the findings of a recent cross-industry survey amongst marketing directors and senior management, the report gives a thorough analysis of the measurable aspects of customer relationships, examining the challenges involved and potential solutions. Drawing on the views and experiences of today's best thinkers in a series of Expert Interviews, Measuring and Valuing Customer Relationships is also illustrated heavily throughout with case studies from companies who have tried and tested all the various measurement tools. The result is a truly comprehensive treatment of customer relationship management, full of essential and original insights. This report is the first to set the corporate agenda for the critical shift towards a more customer-focused outlook Case studies include: * Tesco * Hewlett-Packard * Bass Brewers * Boehringer-Ingelheim * Disneyland Paris * TSB * Barclaycard * BT * Berry Consulting Also available as single or multi-user Cd-romChoose PDF for delivery on Cd-rom and you can print, copy and paste sections into your own management reports, search by topic or organization and more. Order the multi-user version and you can load onto your corporate intranet and share with the whole management team.
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