Connecting With Your Customers

by Harvard Business School Press

• ISBN13: 9781422103234
• ISBN10: 1422103234
• Edition: 1st
• Format: Paperback
• Copyright: 2006-12-30
• Publisher: Harvard Business School Pr

Summary

- This guide will help managers better understand their customers to meet their needs and improve results.- Topics include reaching out to customers, understanding customer loyalty, and improving CRM practices.- Some of the articles included are: "Are You Reaching Your Customers," "What's the Cure for Customer Fatigue?," and "Five Keys to Keeping Your Best Customers."

Table of Contents

Introduction	1	(20)
Understanding customers' Needs
Tuning In to Your Customers	21	(10)
Kristen B. Donahue
Let the Customer Make the Case	31	(12)
Gerald Berstell and Denise Nitterhouse
How Best Buy's Executives Learn from the Front Lines	43	(8)
Lauren Keller Johnson
The Fourfold Path to Figuring Out What Your Customers Really Want	51	(14)
Jim Billington
Identifying Customer Segments
Tuning In to the Voice of Your Customer	65	(11)
James Allen, Frederick F. Reichheld, and Barney Hamilton
What's the Cure for Customer Fatigue?	76	(9)
Kirsten D. Sandberg
Do You Really Know What to Do with Your Customer Data?	85	(8)
Jean Ayers
Survey Your Customers—Electronically	93	(8)
Communicating with Customers
Zeroing In on What Customers Really Want	101	(8)
Douglas Smith
Are You Reaching Your Customers?	109	(7)
Richard Bierck
Connecting with Your Customers	116	(6)
Beyond the Carrot and the Stick: New Alternatives for Influencing Customer Behavior	122	(11)
Frances Frei
Enhancing Customer Loyalty
Do You Know How Much Your Customers Are Really Worth to You?	133	(8)
Uta Werner
Five Questions About Customer Loyalty with Jill Griffin	141	(5)
Five Keys to Keeping Your Best Customers	146	(12)
Jim Billington
A Crash Course in Customer Relationship Management	158	(9)
What Customer-Centric Really Means: Seven Key Insights	167	(10)
David Stauffer
About the Contributors	177