Wiley
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E-book

Managing Customer Relationships: A Strategic Framework

ISBN: 978-0-471-65641-8
560 pages
May 2004
Managing Customer Relationships: A Strategic Framework (0471656410) cover image
In today’s competitive marketplace, customer relationship management 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 to make managerial decisions every day designed to increase the value of a company by making managerial decisions that will grow 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 invented the term "one-to-one marketing," provide the definitive overview of what it takes to keep customers coming back for years to come.

Presenting a comprehensive framework for customer relationship management, 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. Here, renowned customer relationship management pioneers 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 to develop 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 principles of individualized customer relationships

An overview of relationship theory

Contributions from such revolutionary leaders as Philip Kotler, Esther Dyson, Geoffrey Moore, and Seth Godin

Guidelines for identifying customers and differentiating them by value and need

Tips for using the tools of interactivity and customization to build learning relationships

Coverage of the importance of privacy and customer feedback

Advice for measuring the success of customer-based initiatives

The future and evolution of retailing

An appendix that examines the qualities needed in a firm’s customer relationship leaders, and that provides fundamental tools for embarking on a career in managing customer relationships or helping a company use customer value as the basis for executive decisions

The techniques in Managing Customer Relationships can help any company sharpen its competitive advantage.

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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. Organizin g 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?

Index.

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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).
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  • 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. 
  • Written by Don Peppers and Martha Rogers, who are credited with founding the customer-relationship revolution in 1993 when they invented the term “one-to-one marketing,” provide the definitive overview of what it takes to keep customers coming back for years to come.
  • Contributions from 49 revolutionary leaders – both academic and professional – including Philip Kotler, Esther Dyson, Geoffrey Moore, Stuart Aslop, and Seth Godin
  • Numerous value-added resources for professors to use in the classroom, including Powerpoint slide presentations to accompany each chapter, answers to food for thought questions that appear at the end of each chapter, sample syllabi, and a test bank.
  • Theories, case studies, and strategic analysis of CRM that help educators and company leaders understand and implement strategies immediately
  • An appendix that examines essential qualities in a firm’s customer relationship leaders, and that provides fundamental tools for embarking on a career in managing customer relationships and helping a company use customer value as the basis for executive decisions
  • Sponsored by Teradata Center for Customer Relationship Management at Duke University
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