Romancing the Customer: Building Power Power Relationships Between Customer and Brand Equity

by Paul Temporal; Martin Trott

• ISBN13: 9780471846154
• ISBN10: 0471846155
• Format: Hardcover
• Copyright: 2001-06-01
• Publisher: WILEY

Summary

Provides a fresh, international perspective on building customer relationships and building brand equity Customer relationship management (CRM) is one of the hottest topics in strategic branding worldwide, and, as the authors of this groundbreaking book demonstrate, the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base. The first book to provide a truly international perspective on customer relationship management, Romancing the Customer draws on case studies from around the world to describe cutting-edge CRM techniques currently used by many of today's most high-powered global enterprises. Paul Temporal and Martin Trott reveal the strategies behind some of the most successful initiatives of recent years. Paul Temporal, PhD (Singapore), is Managing Director of Marketing Initiatives Group and a leading international expert on brand creation, development, and management. Martin Trott (Malaysia) is Managing Director of Relationship Marketing International.

Author Biography

<b>Dr Paul Temporal</b> is a leading global expert on brand creation, development and management with over twenty years experience in consulting and training. He has worked with leading companies and governments, and is well known for his practical and results-orientated approach resulting in record year on year profit increases for many clients. He is also the author of best-selling branding books, <i>Corporate Charisma, Strategic Positioning, Branding in Asia</i> and <i>Hi-Tech Touch Branding</i>, and is highly sought after event and conference speaker. He was educated at Leeds and Oxford Universities and is based in Singapore.<br> He can be contacted at [e-mail] <p> <b>Martin Trott</b>'s career began in the 1970s with a blue-chip financial services organization in the UK. His career history spans customer services, finance, information technology, strategic planning, call center management, corporate purchasing and marketing.<br> Martin was an early adopter of relationship marketing techniques in the mid-1990s, and in 1996, he moved to Asia to work as Managing Director of Relationship Marketing International, and agency specializing in Customer Relationship Management (CRM) and Strategic Partnering.<br> 0, Martin returned to the UK and is now working as Marketing Director for an e-commerce venture.

Table of Contents

Acknowledgments	ix
Preface	x
CRM and Brand Value	1	(8)
CRM Explained	9	(20)
Barclays Bank: Getting personal	19	(1)
Pan Pacific Hotel: Reading customers' minds	20	(3)
Small Business Service Bureau: Pushing power to the point of interaction	23	(2)
Beneficial Life Insurance Company: Getting a single view of the customer	25	(4)
Brand-building Benefits of CRM	29	(24)
Mercedes-Benz: Design and launch of the new ``M'' class off-roader	31	(4)
British Airways: Building brand loyalty with CRM	35	(18)
Organizing for Brand Management and CRM	53	(26)
Sony (India): Case history	61	(13)
Internal CRM in a retail store	74	(5)
Building Brand Value through Customer Profitability	79	(22)
The Concourse Securities Co.: Understanding your customer base	94	(7)
Implementation Strategy	101	(46)
Exabyte Corporation: Faster response to customer orders	122	(8)
Tesco plc: Building brand leadership with CRM	130	(14)
Boots The Chemist: World-class CRM in action	144	(3)
Making Your Brand More Customer-focused	147	(24)
EON, Malaysia: Brand repositioning in the motor industry	153	(18)
Final Steps and Touches	171	(16)
ProvisionShop/Nestle: Business-to-business CRM	177	(10)
New Media: The Challenges for Branding and CRM	187	(14)
Carphone Warehouse: Extending the Brand Experience via the Web	189	(2)
Ford UK: Creating a Seamless Brand Experience	191	(1)
its4me plc: Hi-tech Hi-touch Branding on the Internet	192	(6)
Sony (Australia): Launching a New Product on the Internet	198	(3)
Romancing Your Customer: Are You Ready?	201	(8)
Index	209