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

by Newell, Frederick; Rogers, Martha

• ISBN13: 9780071387828
• ISBN10: 007138782X
• Edition: Reprint
• Format: Paperback
• Copyright: 2002-01-25
• Publisher: MCG

Summary

"If Wal-Mart founder Sam Walton were alive and heavily involved in the Internet, this is the kind of book he might write."­­Los Angeles Times Packed with case studies and real-world examples, Loyalty.com reveals what the latest technology shifts mean to marketers in every field­­and outlines the fundamentals needed to build customer loyalty that will last.

Author Biography

Frederick Newell is CEO of the international consulting firm Seklemian/Newell. A member of the Retail Advertising Hall of Fame, Newell is a visiting lecturer at Duke University's Fuqua School of Business and a frequent speaker around the globe.

Table of Contents

Foreword	xiii
Preface	xvii
Acknowledgments	xix
PART ONE: CUSTOMER RELATIONSHIP MANAGEMENT: LAYING THE FOUNDATION	1	(74)
Carolyn's Lament	5	(4)
Why do so many companies think they can buy her loyalty?
The Ears of the Hippopotamus	9	(12)
There is more to Customer Relationship Management than technology
The Leap of Faith	21	(9)
Organizational changes for successful CRM
The Four Things Your Customers Want to Tell You	30	(8)
Start by learning what it is your customers really want
If Nominated I Will Not Run; If Elected I Will Not Serve	38	(9)
You can't build a profitable relationship with every one of your customers
The Real Profit Players Are Not the Home Run Kings	47	(7)
It's not enough to go to the plate---you have to make hits
Keeping the Relationship Alive	54	(6)
A profitable customer relationship is not a one-night stand. Do you know where you profit zone is?
``Eveolution'' and Other Surprises Ahead	60	(15)
Demographics and business decisions
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)
If all you have is a hammer, everything looks like a nail
The CRM Blueprint	86	(5)
Now that we have the working drawings, how do we build the house?
But What Is It Good For?	91	(14)
The World Wide Web as a tool for CRM marketers
You've Got Mail	105	(10)
Using e-mail to intergrate all aspects of customer communication
Should Telemarketing Be a Four-Letter Word?	115	(12)
Call centers and telemarketing
Things Gutenberg Never Dreamed Of	127	(11)
On-demand printing and digital propress
Hi Ho! Hi Ho! It's Off to Work We Go	138	(7)
Data mining: The hot buzzword
``Everything That Can Be Invented Has Been Invented''	145	(8)
What can be predicted for the new century?
Welcome to the New Digital World	153	(18)
Technology.com.e-mail.telecom.fridge.digital
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)
It's not about providing larger selections of shelved products
Managing CRM with Faceless Customers	184	(15)
How can packaged goods marketers use the disciplines of CRM?
Because That's Where the Money Is	199	(12)
CRM leaders: Financial institutions master the tools for success
But Who Is Really Your Customer?	211	(9)
Business-to-business CRM marketing
The Media Awaken to CRM	220	(12)
I gave at the office
When You Care Enough	232	(7)
More than a points program: The Hallmark Gold Crown Story: A case study
Reorganizing Using the CRM Initiative	239	(7)
Why the United Kingdom's largest health and beauty retailer calls their CRM effort their biggest marketing project of the last 10 years: A case study
Customer Involvement: RadioShack's Sophisticated CRM Programs	246	(6)
A growing depth of involvement: A case study
Hopelessly Devoted to You.... Ta Da!	252	(15)
CRM is more than just database marketing---actions speak louder than words
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)
Customers want service---not just stuff
It's a Matter of Degrees	275	(5)
Why developing CRM strategy is a learning process
Recognizing the Power of the Consumer	280	(6)
It's not about simply moving your marketing efforts to the Internet. It's about how well your company dialogs
Information Is Knowledge, Knolwledge Is Power, and Power Can Be Frightening	286	(8)
Some people believe companies have power over them because of the information they collect
CRM and Profits: Making the Case	294	(12)
Do you know where your profits are?
Quick Tips from Part Four	302	(4)
Endnotes	306	(12)
Index	318