Customer Relationship Management

by Anton, Jon

• ISBN13: 9780134384740
• ISBN10: 0134384741
• Format: Hardcover
• Copyright: 1996-07-01
• Publisher: Purdue Univ Pr

Summary

Appropriate as a stand-alone text for single-semester courses in Customer Relationship Measurement, Service Marketing, Customer Service or Consumer Affairs. This book documents and demonstrates cost-effective techniques that the authors themselves have used to assist company managers in accomplishing strategic customer relationships management. It provides future or practicing non-technical corporate managers with the tools to better retain customers by backing their hard decisions with the soft numbers used to measure customer relationships.

Author Biography

Dr. Jon Anton is with the Department of Consumer Sciences at Purdue University and a researcher in the Center for Customer-Driven Quality.

Table of Contents

Customer Relationship Management

Relationships Have Become Very Important

Information Enables Quality Relationships

Market Forces in Action

What Customers Want from You

What is Customer Relationship Management

Bottom-line Return on Long-Term Customer Relationships

Management Requires Measurement

Corporate Measurement Systems

Customer Satisfaction

Qualitative Measurement Methods

Qualitative Measurement Defined

Free-Standing Qualitative Techniques

Quantitative Measurement Methods

Connecting Internal and External Metrics

Mapping Quality Perception Drivers

Moving beyond Perception to Internal Metrics

Searching for Something Tangible to Measure

Developing the Impact Factor of Performance

Using a Strategic Improvement Matrix

Calculating Relationship Indices

The Purpose of an Index

Tracking Internal Metrics

Calculating Indices

Customer Relationship Survey Design

Developing a Mission Statement

Identifying Critical Relationships

Identifying Major Customer Service Processes

Qualitative Research

Developing the Survey

Drafting the Survey

Selecting Scales for the Survey Instrument

Selecting a Sample

Pretesting the Survey

Fielding the Survey

Statistical Analysis of Customer Surveys

Selecting a Statistical Package

Entering the Customer Survey Data

Using a Data File

Investigating the Aggregate Sample of Surveys

Preparing the Data

Defining the Major Processes

Calculating Means of the Normalized Data

How Performance Impacts Satisfaction

Calculating PSIs

Calculating the Company's CSI

Using Customer Relationship Survey Results

Case Overview

Survey Design andImplementation

From Data to Management Information

From Management Information to Action

Changing Corporate Cultures

Defining Customer Focus

Company Focus Determines Outcome

Creating a Customer-Focused Culture

Focusing on Customer Relationship Recovery

Customer Focus: Satisfaction/Retention/Profits

Organizational Structure and Form Needed

Case Studies

To Go Beyond Patient Satisfaction

The Calculus of Customer Relationships

Introducting the Teletary

Profiling the Customer Value

The Perceived Dynamics of Service Quality

Fuzzy Logic Listing

References

Index

Table of Contents provided by Publisher. All Rights Reserved.