Managing Customer Relationships : A Strategic Framework

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  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 1/11/2011
  • Publisher: Wiley

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In today's competitive marketplace, managing customer relationships or customer relationship management (CRM) is critical to a company's profitability and long-term success. Fully revised and updated, Managing Customer Relationships, Second Edition contains principles that serve business managers as a useful underpinning for understanding how to build and manage customer relationships. Written by Don Peppers and Martha Rogers, two of the foremost thought leaders in CRM, the new edition contains updated examples, case studies, and references with contributing works from various industry leaders.

Author Biography

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.

Table of Contents

Principles Of Managing Customer Relationships
Evolution Of Relationships With Customers
Roots Of Customer Relationship Management
What Is A Relationship?
The Technology Revolution And The Customer Revolution
Food For Thought
The Thinking Behind Customer Relationships
Why Do Companies Work At Being "Customer-Centric"?
What Characterizes A Relationship?
Customer Loyalty: Is It An Attitude? Or A Behavior?
Food For Thought
IDIC Implementation Process: A Model For Managing Customer Relationships
Customer Relationships: Basic Building Blocks Of IDIC And Trust
Trust And Relationships Happen In Tandem
IDIC: Four Implementation Tasks For Creating And Managing .Customer Relationships
How Does Trust Characterize A Learning Relationship?
Becoming The Customer's Trusted Agent
Relationships Require Information, But Information Comes Only With Trust
Food For Thought
Identifying Customers
Individual Information Requires Customer Recognition
What Does "Identify" Mean?
Customer Data Revolution
Food For Thought
Differentiating Customers: Some Customers Are Worth More Than Others
Customer Value Is A Future-Oriented Variable
Different Customers Have Different Values
Food For Thought
Differentiating Customers By Their Needs
Differentiating Customers By Need: An Illustration
Why Doesn't Every Company Already Differentiate Their Customers By Needs?
Categorizing Customers By Their Needs
Understanding Needs
Community Knowledge
Using Needs Differentiation To Build Customer Value
Food For Thought
Interacting With Customers: Customer Collaboration Strategy
Dialogue Requirements
Implicit And Explicit Bargains
Technology Of Interaction Requires Integrating Across The Entire Enterprise
Customer Dialogue: A Unique And Valuable Asset
Not All Interactions Qualify As "Dialogue"
Cost-Efficiency And Effectiveness Of Customer Interaction
Complaining Customers: Hidden Assets?
Food For Thought
Customer Insight, Dialogue, And Social Media
The Age Of Transparency
Food For Thought
Privacy And Customer Feedback
Privacy In Europe Is A Different World
Privacy Pledges Build Enterprise Trust
Submitting Data Online
Food For Thought
The Payoff Of IDIC: Using Mass Customization To Build Learning Relationships
How Can Customization Be Profitable?
Technology Accelerates Mass Customization
Customization Of Standardized Products And Services
Value Streams
Culture Rules
Food For Thought
Measuring And Managing To Build Customer Value
Optimizing Around The Customer: Measuring The Success Of Customer-Based Initiatives
Customer Equity
Customer Loyalty And Customer Equity
Return On Customer
Leading Indicators Of Ltv Change
Stats And The Single Customer
Food For Thought
Using Customer Analytics To Build The Success Of The Customer-Strategy Enterprise
Food For Thought
Organizing And Managing The Profitable Customer-Strategy Enterprise: Part 1
Relationship Governance
Food For Thought
Organizing And Managing The Profitable Customer-Strategy Enterprise: Part 2
Pilot Projects And Incremental Change
Picket Fence Strategy
Segment Management
Customer Portfolio Management
Transition Across The Enterprise
Transition Process For Other Key Enterprise Areas
Managing Employees In The Customer-Strategy Enterprise
Food For Thought
Where Do We Go From Here?
Leadership Behavior Of Customer Relationship Managers
Maintain And Increase The Trust Of Customers
Food For Thought
Table of Contents provided by Publisher. All Rights Reserved.

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