Managing Customer Relationships: A Strategic Framework, 2nd EditionISBN: 978-0-470-42347-9
Hardcover
528 pages
January 2011
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Preface xi
PART I PRINCIPLES OF MANAGING CUSTOMER RELATIONSHIPS 1
CHAPTER 1 Evolution of Relationships with Customers 3
CHAPTER 2 The Thinking behind Customer Relationships 37
PART II IDIC IMPLEMENTATION PROCESS: A MODEL FOR MANAGING CUSTOMER RELATIONSHIPS 71
CHAPTER 3 Customer Relationships: Basic Building Blocks of IDIC and Trust 73
CHAPTER 4 Identifying Customers 103
CHAPTER 5 Differentiating Customers: Some Customers Are Worth More than Others 121
CHAPTER 6 Differentiating Customers by Their Needs 159
CHAPTER 7 Interacting with Customers: Customer Collaboration Strategy 185
CHAPTER 8 Customer Insight, Dialogue, and Social Media 217
CHAPTER 9 Privacy and Customer Feedback 243
CHAPTER 10 The Payoff of IDIC: Using Mass Customization to Build Learning Relationships 275
PART III MEASURING AND MANAGING TO BUILD CUSTOMER VALUE 305
CHAPTER 11 Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives 307
CHAPTER 12 Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise 349
CHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1 381
CHAPTER 14 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2 409
CHAPTER 15 Where Do We Go from Here? 451
Summary 480
Food for Thought 481
Name Index 483
Term Index 487
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