Managing Customer Relationships: A Strategic Framework, Second Edition
- 13h 8m
- Don Peppers, Martha Rogers
- John Wiley & Sons (US)
- 2011
Now fully revised and updated with new examples, case studies, and references with contributing works from industry leaders and academic experts, Managing Customer Relationships is one of the first books designed to develop an understanding of the pedagogy of managing customer relationships. With an emphasis on customer strategies and building customer value, the Second Edition focuses on marketing accountability and metrics and advanced customer valuation approaches, including Return on Customer. The new edition offers a full discussion of the influence of social networking on customer empowerment and customer relationship management (CRM).
In Managing Customer Relationships, Second Edition, 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 foundational overview of what it takes to keep customers coming back, presenting world-class guidance on:
- The technology revolution and the customer revolution
- Tools of interactivity and customization to build learning relationships
- The importance of privacy and customer feedback
- Customer insight, dialogue, and social media
- The role of interconnectivity and social networking on building trusting relationships
- Essential qualities in a firm's customer relationship leaders
In today's competitive marketplace, managing customer relationships (and CRM) has become 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.
With contributions from academic and industry leaders, Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, equipping professionals with techniques every company can put to use in sharpening its competitive advantage.
About the Authors
DON PEPPERS and MARTHA ROGERS, PhD, are the founding partners of Peppers and Rogers Group, a Carlson Marketing Group Company based in Norwalk, Connecticut (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 (teradataduke.org).
In this Book
-
Evolution of Relationships with Customers
-
The Thinking Behind Customer Relationships
-
Customer Relationships: Basic Building Blocks of IDIC and Trust
-
Identifying Customers
-
Differentiating Customers: Some Customers Are Worth More than Others
-
Differentiating Customers by Their Needs
-
Interacting with Customers: Customer Collaboration Strategy
-
Customer Insight, Dialogue, and Social Media
-
Privacy and Customer Feedback
-
The Payoff of IDIC: Using Mass Customization to Build Learning Relationships
-
Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives
-
Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise
-
Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1
-
Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2
-
Where Do We Go From Here?
