Managing Customer Relationships : A Strategic Framework

by Don Peppers ( ; ); Martha Rogers ( ; )

• ISBN13: 9780471485902
• ISBN10: 047148590X
• Format: Hardcover
• Copyright: 2004-04-01
• 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. To become more customer-focused, skilled managers, IT professionals, and marketing executives must understand how to build profitable relationships with each customer and how to make everyday managerial decisions that increase the value of a company by increasing the value of the customer base. The goal is to build long-term relationships with customers and generate increased customer loyalty and higher margins. In Managing Customer Relationships, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they coined the term " one-to-one marketing, " provide the definitive overview of what it takes to keep customers coming back. Presenting a comprehensive framework for CRM, Managing Customer Relationships provides CEOs, CFOs, CIOs, CMOs, privacy officers, human resources managers, marketing executives, sales teams, distribution managers, professors, and students with a logical overview of the background, the methodology, and the particulars of managing customer relationships for competitive advantage. Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, including a complete overview of the background and history of the subject, relationship theory, IDIC (Identify-Differentiate-Interact-Customize) methodology, metrics, data management, customer management, company organization, channel issues, and the " store of the future." One of the first books designed todevelop an understanding of the pedagogy of managing customer relationships, with an emphasis on customer strategies and building customer value, Managing Customer Relationships features: Pioneering theories and princip

Author Biography

DON PEPPERS and MARTHA ROGERS, PhD, are the founding partners of Peppers and Rogers Group, a Carlson Marketing Group Company based in Norwalk, Connecticut (www.1to1.com). They are the coauthors of five bestselling books about one-to-one customer relationships and were named by Business 2.0 magazine as two of the most important business gurus of all time. Peppers was formerly the CEO of a top-20 direct marketing agency, and Rogers is an adjunct professor at The Fuqua School of Business at Duke University, as well as Codirector of the Teradata Center for Customer Relationship Management at Duke University (www.teradataduke.org).

Table of Contents

Preface.

PART ONE: PRINCIPLES OF MANAGING CUSTOMER RELATIONSHIPS.

Chapter 1. Evolution of Relationships with Customers.

Chapter 2. Thinking Behind Customer Relationships.

PART TWO: "IDIC" IMPLEMENTATION PROCESS: A MODEL FOR MANAGING CUSTOMER RELATIONSHIPS.

Chapter 3. Customer Relationships: Basic Building Blocks of IDIC. and Trust.

Chapter 4. Identifying Customers.

Chapter 5. Differentiating Customers: Some Customers Are Worth More Than Others.

Chapter 6. Differentiating Customers by Their Needs.

Chapter 7. Interacting with Customers: Customer Collaboration Strategy.

Chapter 8. Using the Tools of Interactivity to Build Learning Relationships.

Chapter 9. Privacy and Customer Feedback.

Chapter 10. Using Mass Customization To Build Learning Relationships.

PART THREE: MEASURING AND MANAGING TO BUILD CUSTOMER VALUE.

Chapter 11. Measuring the Success of Customer-Based Initiatives.

Chapter 12. Customer Analytics and the Customer-Strategy Enterprise.

Chapter 13. Organizing and Managing the Profitable Customer-Strategy Enterprise.

Chapter 14. Delivery Channel Issues of the Enterprise Focused On Building Customer Value.

Chapter 15. Store of the Future and the Evolution of Retailing.

Appendix: Where Do We Go From Here?