Loyalty.Com: Customer Relationship Management in the New Era of Internet Marketing

by Newell, Frederick

• ISBN13: 9780071357753
• ISBN10: 0071357750
• Format: Hardcover
• Copyright: 2000-03-01
• Publisher: McGraw-Hill

Summary

Strategies to build rock-solid customer loyalty in the age of E-commerce.

Table of Contents

Foreword	xiii
Preface	xvii
Acknowledgments	xix
PART ONE: CUSTOMER RELATIONSHIP MANAGEMENT: LAYING THE FOUNDATION	1	(74)
Carolyn's Lament	5	(4)
The Ears of the Hippopotamus	9	(12)
The Leap of Faith	21	(9)
The Four Things Your Customers Want to Tell You	30	(8)
If Nominated I Will Not Run; If Elected I Will Not Serve	38	(9)
The Real Profit Players Are Not the Home Run Kings	47	(7)
Keeping the Relationship Alive	54	(6)
``Eveolution'' and Other Surprises Ahead	60	(15)
Quick Tips from Part One	69	(6)
PART TWO: TODAY'S TOOLS FOR CRM: TECHNOLOGY AND THE INTERNET AND MORE	75	(96)
New Tools Require New Skills	77	(9)
The CRM Blueprint	86	(5)
But What Is It Good For?	91	(14)
You've Got Mail	105	(10)
Should Telemarketing Be a Four-Letter Word?	115	(12)
Things Gutenberg Never Dreamed Of	127	(11)
Hi Ho! Hi Ho! It's Off to Work We Go	138	(7)
``Everything That Can Be Invented Has Been Invented''	145	(8)
Welcome to the New Digital World	153	(18)
Quick Tips from Part Two	165	(6)
PART THREE: WINNERS.COM: REAL-WORLD APPLICATIONS	171	(96)
Can CRM Save the Brick-and-Mortar Folks?	173	(11)
Managing CRM with Faceless Customers	184	(15)
Because That's Where the Money Is	199	(12)
But Who Is Really Your Customer?	211	(9)
The Media Awaken to CRM	220	(12)
When You Care Enough	232	(7)
Reorganizing Using the CRM Initiative	239	(7)
Customer Involvement: RadioShack's Sophisticated CRM Programs	246	(6)
Hopelessly Devoted to You....Ta Da!	252	(15)
Quick Tips from Part Three	260	(7)
PART FOUR: MAKING PRODUCTS INTO SERVICES: STRATEGIES FOR PROFITABLE DIALOG	267	(39)
The Missing Link: ``Prodices''	269	(6)
It's a Matter of Degrees	275	(5)
Recognizing the Power of the Consumer	280	(6)
Information Is Knowledge, Knowledge Is Power, and Power Can Be Frightening	286	(8)
CRM and Profits: Making the Case	294	(12)
Quick Tips from Part Four	302	(4)
Endnotes	306	(12)
Index	318