′I wish I had had this book in front of me as the Marketing & IT snake–oil men tried to sell me their wares. This is the best exposition I have so far seen on creating focused customer strategies around what really counts and what will ultimately drive the bottom–line. Without ever losing sight of the importance of customers and meeting their needs, it introduces a realistic management–based approach and kills some sacred cows along the way.′ Michael Pinder Managing Director, Premier Banking , Barclays Private Clients
′Before launching Switch I was employed in the strategic planning department of a major UK bank concentrating on the personal sector market – I only wish that back in the mid–eighties I had access to this book and the fund of knowledge it contains! A very readable and understandable book, down to earth with many appropriate real life examples – a good and compelling read.′ Timothy M Green CEO of Switch Card Services (1991 – 2002)
′We shouldn′t be surprised that Paul Hawkes and John Abram have penned a very surprising book. Exploding the myths of customer leadership is the dose of realism we should expect from two people who have always had their feet firmly on the ground. As leaders of one of the most successful marketing organisations of the past 20 years, they are renowned for their radical common sense. In this book, they tear sloppy arguments and widely held mantras to shreds. In their place they present a cogent, integrated framework for maximising the value of your organisation by maximising the value of your customers. Read it before you get your cheque book out; you′ll use a lot less ink if you do.′ Peter Simpson Commercial Director, First Direct
′Businesses thrive on creating and serving customers. In The Seven Myths of Customer Management, Paul Hawkes and John Abram show managers how to do so successfully and for long–term profits. The book is full of practical and workable advice on how to approach your markets and manage your customers.′ Peter Lake Managing Director, Sweet & Maxwell Group
′An enjoyable book that provides lots of practical advice in a straightforward entertaining way. And, it tells the truth about the excesses of the ′CRM industry′.′ Catherine McGrath Director Direct to Customer, Prudential Assurance
′Paul Hawkes and John Abram built an unrivalled reputation through their enormously successful consultancy practice for no–nonsense, hugely practical and extremely commercial solutions for every marketing issue imaginable across most industry sectors. An obvious next step was to produce a book that leverages the unique asset they have built over those years, a genuine insight into how to really deliver customer strategies to drive maximum value for shareholders. This is not a book for the office cabinet, it is the best ′policy and procedures manual′ I have read relating to the hugely talked about but equally hugely misunderstood subject of CRM. Keep it handy – you′ll need it!!′ Simon Waugh Group Director of Marketing, Centrica Plc
1. The seven myths of customer management: Debunking some established wisdoms.
The Dangers of Customer Leadership.What s Actually Happening?
Myth 1: Customer Retention is the Key to Increased Profitability.
Myth 2: Divesting Unprofitable Customers Will Increase Profitability Overall.
Myth 3: Customer Satisfaction Leads to Customer Loyalty.
Myth 4: Repeat Purchase is the Same as Customer Loyalty.
Myth 5: Organisations Should Develop Relationships with their Customers.
Myth 6: One–to–one Marketing is the Ultimate Goal.
Myth 7: Technology is the Primary Enabler of Customer Focus.
A Different Approach.
2. Testing the water: Understanding where you are today.
Picking Up Customer Signals.
What Research Does Not Tell You.
New Technology, New Danger.
Substituting Benchmarking for Thought.
Ten Ways to Gain Real Customer Insight.
3. Look before you leap: Developing a customer focused strategy.
What is customer–focused strategy?
Strategy in Context.
Developing Customer Focused Strategy.
Appraising the world outside.
Seeking to be different.
Leading on Cost.
Focusing on markets or customers.
The Customer Lifecycle.
Deciding and Evaluating Alternatives.
4. Measuring your way to success: Allocating resources for maximum effect.
The failure of Measurement.
Customer attitude Measures.
Customer Retention Measures.
Customer Value Measures.
The Failure of Management Information Systems.
Towards Customer Value.
Customer Value Analysis in Action.
The Pitfalls and Problems.
The Benefits of value–based Management.
5. Don′t Keep it too Simple, Stupid: The need for a Segmented Approach.
Segment or Die!
Understanding Customers′ Needs and Motivations.
Collecting the Data.
From Data to Intelligence.
From Intelligence to Hypothesis.
From Hypothesis to Appraisal.
From Appraisal to Strategy.
From Strategy to Results.
Pitfalls and Problems.
Segmentation: A Postscript.
6. Lining up the Ducks: Aligning the Company for Customer Focus.
Aligning Product Strategy.
Aligning the Proposition: From Product to Profit.
Aligning Customer Communications.
Customer Loyalty Programmes.
Alignment: A Postscript
7. Are You the Problem? The Role of Leadership in Creating Customer Focus.
The Pitfalls of Project Teams.
Best Practice is Sometimes Best Left Alone.
Incentivising Inappropriate Behaviour.
Everybody Embraces Change Enthusiastically.
Reorganising for Focus.
Changing a Light Bulb.
8. Bringing the Focus Alive: A Practical Action Plan.
An Action Plan for Customer Focus.
Managing the Customer Focus Process.
The Internal Review.
Customer Dynamics and Needs.
Segment Objectives and Propositions.
Customer Management Objectives, Strategy and Tactics.
Channel Strategies and Implementation.
Testing and Performance Measurement.
Customer and Market Knowledge Management.