DescriptionMANAGING CUSTOMER RELATIONSHIPS
A Strategic Framework
Praise for the first edition:
"Peppers and Rogers do a beautiful job of integrating actionable frameworks, the thinking of other leaders in the field, and best practices from leading-edge companies.
"—Dr. Hugh J. Watson, C. Herman and Mary Virginia Terry Chair of Business Administration, Terry College of Business, University of Georgia
"Peppers and Rogers have been the vanguard for the developing field of customer relationship management, and in this book, they bring their wealth of experience and knowledge into academic focus. This text successfully centers the development of the field and its theories and methodologies squarely within the broader context of enterprise competitive theory. It is a must-have for educators of customer relationship management and anyone who considers customer-centric marketing the cornerstone of sound corporate strategy."
—Dr. Charlotte Mason, Department Head, Director, and Professor, Department of Marketing and Distribution, Terry College of Business, University of Georgia
"Don and Martha have done it again! The useful concepts and rich case studies revealed in Managing Customer Relationships remove any excuse for those of us responsible for actually delivering one-to-one customer results. This is the ultimate inside scoop!"
—Roy Barnes, Formerly with Marriott, now President, Blue Space Consulting
"This is going to become the how-to book on developing a customer-driven enterprise. The marketplace is so much in need of this road map!"
—Mike Henry, Leader for Consumer Insights at Acxiom
Praise for the second edition:
"Every company has customers, and that's why every company needs a reference guide like this. Peppers and Rogers are uniquely qualified to provide us with the top textbook on the subject, and the essential tool for the field they helped to create."
—David Reibstein, William Stewart Woodside Professor of Marketing, The Wharton School, University of Pennsylvania
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
Food for Thought 481
Name Index 483
Term Index 487