|Publisher:||John Wiley & Sons|
|No. of Units:||1|
|No. of Pages:||516|
"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."
aDr. 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."
aDr. Charlotte Mason
Associate Professor of Marketing, Kenan-Flagler Business School, University of North Carolina
"Don and Martha have done it again! The useful concepts and rich case studies revealed in Managing Customer Relationships remove any excuse for those of us responsible for actually delivering one-to-one customer results. This is the ultimate inside scoop!"
Senior VP of Customer Strategy, Marriott Vacation Club International
"Every company that has customers has needed a reference guide like this for a long time. Peppers and Rogers are uniquely qualified to provide this essential tool for the field they helped to create."
CEO, Carlson Marketing Group
"This is going to become the how-to book on developing a customerdriven enterprise. The marketplace is so much in need of this roadmap!"
aMike Henry, President and CEO, Equitec
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, company organization, channel issues, and thestore 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.