Managing Customer Relationships : A Strategic Framework

by Peppers, Don; Rogers, Martha

• ISBN13: 9780470423479
• ISBN10: 0470423471
• Edition: 2nd
• Format: Hardcover
• Copyright: 2011-01-11
• Publisher: Wiley

Summary

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

Summary

Food For Thought

Glossary

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?

Summary

Food For Thought

Glossary

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

Summary

Food For Thought

Glossary

Identifying Customers

Individual Information Requires Customer Recognition

What Does "Identify" Mean?

Customer Data Revolution

Summary

Food For Thought

Glossary

Differentiating Customers: Some Customers Are Worth More Than Others

Customer Value Is A Future-Oriented Variable

Different Customers Have Different Values

Summary

Food For Thought

Glossary

Differentiating Customers By Their Needs

Definitions

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

Summary

Food For Thought

Glossary

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?

Summary

Food For Thought

Glossary

Customer Insight, Dialogue, And Social Media

The Age Of Transparency

Summary

Food For Thought

Glossary

Privacy And Customer Feedback

Privacy In Europe Is A Different World

Privacy Pledges Build Enterprise Trust

Submitting Data Online

Summary

Food For Thought

Glossary

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

Summary

Food For Thought

Glossary

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

Summary

Food For Thought

Glossary

Using Customer Analytics To Build The Success Of The Customer-Strategy Enterprise

Summary

Food For Thought

Glossary

Organizing And Managing The Profitable Customer-Strategy Enterprise: Part 1

Relationship Governance

Summary

Food For Thought

Glossary

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

Summary

Food For Thought

Glossary

Where Do We Go From Here?

Leadership Behavior Of Customer Relationship Managers

Maintain And Increase The Trust Of Customers

Summary

Food For Thought

Index

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