Managing Customer Relationships: A Strategic Framework
Author: Don Peppers
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, companyorganization, 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.
Table of Contents:
| Preface | ||
| Ch. 1 | Evolution of relationships with customers | 3 |
| Roots of customer relationship management | 5 | |
| The view from here | 11 | |
| Get, keep, and grow customers in the twenty-first century | 17 | |
| What is a relationship? | 19 | |
| The technology revolution and the customer revolution | 23 | |
| Ch. 2 | The thinking behind customer relationships | 35 |
| What characterizes a relationship? | 35 | |
| Thinking about relationship theory | 38 | |
| CRM : the customer's view | 51 | |
| The nature of loyalty | 56 | |
| Ch. 3 | Customer relationships : basic building blocks of IDIC and trust | 65 |
| Trust and relationships happen in Tandem | 66 | |
| IDIC : four implementation tasks for creating and managing customer relationships | 68 | |
| How does trust characterize a learning relationship? | 71 | |
| The trust equation : generating customer trust | 72 | |
| Becoming the customer's trusted agent | 78 | |
| Relationships require information, but information comes only with trust | 81 | |
| Ch. 4 | Identifying customers | 87 |
| Individual information requires customer recognition | 88 | |
| What does "identify" mean? | 93 | |
| The internet's role in customer identification : betting on Amazon | 97 | |
| Customer data revolution | 98 | |
| Role of smart markets in managing relationships with customers | 103 | |
| Ch. 5 | Differentiating customers : some customers are worth more than others | 113 |
| Customer value is a future-oriented variable | 114 | |
| Different customers have different values | 120 | |
| Convergys : a case study in using proxy variables to rank customers by their value | 127 | |
| Ch. 6 | Differentiating customers by their needs | 137 |
| Definitions | 138 | |
| Differentiating customers by need : an illustration | 141 | |
| Understanding needs | 145 | |
| Using needs differentiation to build customer value | 147 | |
| Differentiating customers by their needs : a practical approach | 148 | |
| Ch. 7 | Interacting with customers : customer collaboration strategy | 161 |
| Dialogue requirements | 162 | |
| Implicit and explicit bargains | 164 | |
| Succeeding at interaction strategy means integrating across touchpoints | 169 | |
| Integrated marketing communications and CRM : friends or foes? | 172 | |
| Customer interaction and dialogue management | 179 | |
| Complaining customer as collaborators | 185 | |
| Ch. 8 | Using the tools of interactivity to build learning relationships | 191 |
| Customer-based software sampler | 192 | |
| Using e-mail to interact with customers | 196 | |
| Using e-mail to build customer value | 196 | |
| Evolution of the customer interaction center in the context of IDIC | 203 | |
| Wireless rules : how new mobile technologies will transform CRM | 208 | |
| Ch. 9 | Privacy and customer feedback | 213 |
| Permission marketing | 217 | |
| Privacy issues for the information age | 223 | |
| Individual privacy and data protection | 228 | |
| Privacy in Europe is a different world | 232 | |
| Privacy pledges build enterprise trust | 235 | |
| Submitting data online | 238 | |
| Privacy on the net | 241 | |
| Ch. 10 | Using mass customization to build learning relationships | 255 |
| How can customization be profitable? | 256 | |
| You're only as agile as your customers think | 263 | |
| Technology accelerates mass customization | 277 | |
| Customization of standardized products and services | 279 | |
| Value streams | 282 | |
| Who will write the new business rules for personalization? | 287 | |
| Ch. 11 | Measuring the success of customer-based initiatives | 299 |
| Brand equity versus customer equity | 300 | |
| Nature of customer loyalty : attitude or behavior? | 301 | |
| Economics of loyalty | 302 | |
| Customer profitability metrics | 307 | |
| Longitudinal metrics and short-term gain | 309 | |
| Measuring customer satisfaction | 315 | |
| Managing customer relationships : metrics case study | 321 | |
| Ch. 12 | Customer analytics and the customer-strategy enterprise | 341 |
| Optimizing customer relationships with advanced analytics | 350 | |
| Ch. 13 | Organizing and managing the profitable customer-strategy enterprise | 359 |
| Capabilities for forging customer relationships | 363 | |
| Relationship governance | 370 | |
| How to get there from here : transitions to customer management | 375 | |
| The manager of portfolios of customers | 380 | |
| Stages of change to become a customer-strategy enterprise | 381 | |
| Transition across the enterprise | 386 | |
| Managing employees in the customer-strategy enterprise | 397 | |
| Overcoming employee resistance | 397 | |
| Loyalty-based management | 400 | |
| Momentum building in the customer-based enterprise | 407 | |
| Ch. 14 | Delivery channel issues of the enterprise focused on building customer value | 411 |
| Dealing with channel pain | 412 | |
| Distribution system management | 417 | |
| General Motors' Vauxhall division : managing the customer experience across channels and touchpoints | 420 | |
| Demand chain and distribution | 428 | |
| Supply chain management and managing customer relationships | 430 | |
| Ch. 15 | Store of the future and the evolution of retailing | 451 |
| Consumer direct channel | 454 | |
| Using operational excellence as a competitive advantage : Tesco | 464 | |
| The online store and the role of the brand in online shopping | 472 | |
| Final mile to consumers | 479 | |
| Logistics business models for success | 483 | |
| App | Where do we go from here? | 487 |
| Index | 498 |
Book review: How to Grants Manual or LPN to RN Transitions
Sport Marketing
Author: Bernard J Mullin
The first edition of Sport Marketing was a groundbreaking text in the emerging sport management field. Now, the three internationally recognized experts who helped define the field have updated and expanded their pioneering text. Sport Marketing (Second Edition) reflects the latest developments in the industry and contains valuable new information.
Authors Mullin, Hardy, and Sutton have not simply borrowed mainstream marketing theory and applied it to sports-they've actually built distinct new theory about sport marketing based on their own extensive field experience and research. With this accessible, entertaining text readers will become skilled at
Essential for students and practitioners alike, Sport Marketing integrates and applies broad theory and specific examples to teach readers the fundamental principles of successful sport marketing.
Booknews
New edition of a text in which Stephen Hardy (U. of New Hampshire), Bernard J. Mullin (Roller Hockey International, Inc.) and William A. Sutton (U. of Massachusetts-Amherst) present new theory about sport marketing based on their own extensive field experience and research. The 18 chapters reveal how to study and understand the market, develop a marketing strategy, clarify a sport organization's needs and goals, and implement marketing plans through sponsorship, licensing, pricing, promotions, advertising, broadcasting and sales. Case studies translate several professionals' experiences into learning scenarios. Concludes with observations of future trends in the field. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Table of Contents:
| About the Authors | ||
| Preface | ||
| Photo Credits | ||
| Ch. 1 | The Special Nature of Sport Marketing | 1 |
| Ch. 2 | Marketing Management in Sport: An Overview | 27 |
| Ch. 3 | The Sport Consumer | 43 |
| Ch. 4 | Perspectives in Sport Consumer Behavior | 59 |
| Ch. 5 | The Role of Research in Sport Marketing | 87 |
| Ch. 6 | Market Segmentation | 119 |
| Ch. 7 | The Sport Product | 135 |
| Ch. 8 | Pricing Strategies | 157 |
| Ch. 9 | Promotions | 175 |
| Ch. 10 | Promotional Licensing | 203 |
| Ch. 11 | Place | 227 |
| Ch. 12 | Public Relations | 247 |
| Ch. 13 | Coordinating and Controlling the Marketing Mix | 265 |
| Index | 287 |
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