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Managing Customer Relationships. A Strategic Framework. 2nd Edition - Product Image

Managing Customer Relationships. A Strategic Framework. 2nd Edition

  • Published: February 2011
  • Region: Global
  • 528 Pages
  • John Wiley and Sons Ltd

MANAGING CUSTOMER RELATIONSHIPS
A Strategic Framework

Praise for the first edition:

"Peppers and Rogers do a beautiful job of integrating actionable frameworks, the thinking of other leaders in the field, and best practices from leading-edge companies.
"—Dr. Hugh J. Watson, C. Herman and Mary Virginia Terry Chair of Business Administration, Terry College of Business, University of Georgia

"Peppers and Rogers have been the vanguard for the developing field of customer relationship management, and in this book, they bring their wealth of experience and knowledge into academic focus. This text successfully centers the development of the field and its theories and methodologies squarely within the broader context of enterprise competitive theory. It is a must-have for educators of customer relationship management and anyone who considers customer-centric marketing the cornerstone of sound corporate strategy."
—Dr. Charlotte Mason, Department Head, Director, and Professor, Department of Marketing and Distribution, Terry College of Business, University of Georgia

"Don and Martha have done it again! The useful concepts and rich case studies READ MORE >

Preface xi

PART I PRINCIPLES OF MANAGING CUSTOMER RELATIONSHIPS 1

CHAPTER 1 Evolution of Relationships with Customers 3

CHAPTER 2 The Thinking behind Customer Relationships 37

PART II IDIC IMPLEMENTATION PROCESS: A MODEL FOR MANAGING CUSTOMER RELATIONSHIPS 71

CHAPTER 3 Customer Relationships: Basic Building Blocks of IDIC and Trust 73

CHAPTER 4 Identifying Customers 103

CHAPTER 5 Differentiating Customers: Some Customers Are Worth More than Others 121

CHAPTER 6 Differentiating Customers by Their Needs 159

CHAPTER 7 Interacting with Customers: Customer Collaboration Strategy 185

CHAPTER 8 Customer Insight, Dialogue, and Social Media 217

CHAPTER 9 Privacy and Customer Feedback 243

CHAPTER 10 The Payoff of IDIC: Using Mass Customization to Build Learning Relationships 275

PART III MEASURING AND MANAGING TO BUILD CUSTOMER VALUE 305

CHAPTER 11 Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives 307

CHAPTER 12 Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise 349

CHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1 381

CHAPTER 14 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2 409

CHAPTER 15 Where Do We Go from Here? 451

Summary 480

Food for Thought 481

Name Index 483

Term Index 487

DON PEPPERS is a Founding Partner at Peppers & Rogers Group. He is a former CEO of a top-20 direct marketing agency. He is a globally respected thought leader, futurist, and consultant. He holds a degree in astronautical engineering from the U.S. Air Force Academy and a master's in public affairs from Princeton University's Woodrow Wilson School. His popular blog, "Peppers Unplugged," can be found at www.1to1media.com.

MARTHA ROGERS is a Founding Partner at Peppers & Rogers Group and is in demand for speaking and thought leadership on six continents. She is also an adjunct professor at the Fuqua School of Business at Duke University. She earned her PhD at University of Tennessee as a Bickel Fellow, and has led multi-year, multimillion-dollar research programs.

PEPPERS and ROGERS have published eight best-selling books and are "always working on the next one." Their first book, The One to One Future, was named "Book of the Year" by Tom Peters and "one of the two or three most important business books ever written" by George Gendren, then editor of Inc. Their second book, Enterprise One to One, was given a five-star rating by the Wall Street Journal. The books appear in nineteen languages. They have also published in Harvard Business Review and other academic publications.

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