Up close and personal? : customer relationship marketing @ work
著者
書誌事項
Up close and personal? : customer relationship marketing @ work
Kogan Page, c1999
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注記
Includes bibliographical references (p. 351-355) and index
内容説明・目次
内容説明
Now that e-commerce is making customers more powerful than ever before, how can you be sure that your enterprise will be the supplier of choice? Nobody can predict human behaviour but the ideas behind customer relationship marketing (CRM) are certainly designed to ensure the best chance of success. Although based on apparently simple ideas, involving keeping in touch and responding to customer contacts, many companies still shy away from the awesome task of building a relationship with thousands, or even millions, of people. As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offer gets ever wider. How can companies ensure that their products or services are the preferred choice, and continues to be? Do customers become confused by too extensive a choice? Will people welcome a close relationship with their suppliers or will they find it over intrusive and an invasion of privacy? Database technology of different kinds can facilitate a range of relationship marketing techniques. The important issues for modern enterprises, large and small, is to understand the why, what, how, when and where of using them.
This book provides practical insights into effective customer relationship marketing by looking in depth at: strategies, policies and plans; measuring the impact; segmentation; the implementation programme; customer loyalty and continuity; transparent marketing, customer value and process management; customer knowledge management; technical systems and data management; and managing good and bad customers. Based on world-wide research into CRM supported by IBM, "Up Close and Personal?" brings together the work of three experts in the field who provide a combination of marketing theory, practical guidance, case studies and implementation techniques, while emphasizing the need for constant re-evaluation.
目次
Forewords Acknowledgements 1 Customer relationship marketing: one more time? Why is relationship marketing important? Is customer relationship marketing profitable? Customer-led or market oriented? What's different about customer relationship marketing? Problems with functional marketing The evolution of customer relationship marketing The basis of a customer relationship marketing audit Gaining a competitive edge Virtual products and services Personal contact Summary 2 Relationships with customers Who is a customer? Levels of relationship Consumer buying models Business-to-business buying models Customer relationship marketing and the sales process Summary 3 Buy-in, policies and plans Buy-in top to bottom Strategy as fit and strategy as stretch Transforming the organization Top down leadership Bottom up management Core process redesign Summary Checklist for REAP planning 4 Measuring the impact Ten guidelines for a relationship marketing strategy Key performance indicator (KPI) measures The KPI hierarchy Quantifying relationship marketing Fixing the budget Summary 5 Segmentation and the top vanilla offer Traditional and relationship marketing planning Developing the capability for relationship marketing Customer management differentiation Segmentation A practical approach to segmented relationships The top vanilla approach Key principles of top vanilla The risks of top vanilla Summary 6 Getting the show on the road Introduction Barriers to implementation The implementation programme Evaluating current practice Developing the business case Customer contact strategy Customer management key performance indicators Summary 7 Customer loyalty and continuity What is customer loyalty? Loyalty and product type Which customers do you want to be loyal? Customer acquisition - six steps to success Customer retention - six steps to success Loyalty management - six steps to success Are loyalty schemes win-win? Summary - ten steps to successful loyalty schemes 8 Transparent marketing, customer value and process management Transparent marketing Do customers want transparent relationships? Customer value management and process contribution assessment Summary 9 Customer knowledge management Why manage knowledge? Tacit knowledge, explicit knowledge and products Implementing knowledge management - critical success factors Making knowledge management a reality - seven steps to success Customer knowledge management and organizational alignment Summary 10 The technical part - systems and data The role of systems Tactics and strategy Choosing the first project Updating current IT systems Supporting hybrid channel management The role of the data warehouse Combining analysis and action The impact of mergers and acquisitions Summary 11 Managing good and bad customers The moral maze What is a good customer? What is a bad customer? Predicting goodness and badness Managing the risk Dealing with complaints The customer perspective Organizational and business customer management strategies Summary 12 Where do we go from here? We need the eggs Some marketing paradigms Some paradoxes The road to the future Summary Appendix: A complete relationship marketing planning recipe References Index
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