Managing the new customer relationship : strategies to engage the social customer and build lasting value
著者
書誌事項
Managing the new customer relationship : strategies to engage the social customer and build lasting value
Wiley, c2013
大学図書館所蔵 全5件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
Praise for MANAGING THE NEW CUSTOMER RELATIONSHIP
"Gordon delivers an impressive synthesis of the newest methods for engaging customers in relationships that last. No organization today can succeed without the mastery of customer relationship management strategy fundamentals. But to win in the decades ahead, you must also understand and capitalize on the rapidly evolving social computing, mobility and customer analytics technologies described in this book. Checklists, self-assessments and graphical frameworks deliver pragmatic value for the practicing manager."
- William Band, Vice-President, Principal Analyst, Forrester Research Inc., Cambridge, MA
"A very comprehensive and practical book on managing relationships with existing customers in the age of social media! I particularly enjoyed reading chapters on teaching customers new behaviors, which were illustrated by excellent case studies."
- Jagdish N. Sheth, Ph.D. , Charles H. Kellstadt Professor of Marketing, Emory University, Atlanta, GA
"The strategic breadth and depth of this book is impressive as Gordon explores the new customer and how to plan and manage the new customer relationship. I found his review of strategies, techniques and technologies for social, mobile, mass customization and customer analytics to be particularly insightful. Gordon urges marketers to live and breathe one-through-one marketing and to master social engagement techniques. The checklists, cases and examples make the content grounded and actionable. This is an important, current and detailed book to which every organization should pay close attention to improve customer relationships and create shareholder value."
- Marcus Ruebsam, Vice-President, Line-of-Business Marketing Solutions, SAP AG, Walldorf, Germany
"There are many books on CRM, but I recommend this one because Gordon's book does what others do not. He considers CRM strategy and evolves it to recognize a new customer, one who is always connected, socially available and influential. The book doesn't just discuss many point solutions for specific marketing challenges; it integrates technology with strategy, people, process and customer analytics to develop relationships continuously. This book is a broad and deep exploration of CRM, providing practical, fact-based perspectives that every company can use to validate and rethink their customer and stakeholder relationships."
- Helmuth Cepeda, Small, Medium and Distribution Director, Microsoft Mexico, Mexico City, Mexico
Marketing has changed fundamentally in the last few years and has become an entirely new discipline, one that focuses on a new customer and a new relationship, framed by new principles, strategies, processes, roles and tactics. Individual customers are economically targeted and served, and treated as segments of one rather than members of a target market. Word of mouth and recommendations are vital as customers influence one another more than a company can do within its own advertising or customer dialogs. Today's customer is always online, accessible and connected. Now marketing is not only direct and customer-specific but a continuous process by which companies seek to engage customers and be progressively more relevant, attractive and valuable. This is the era of a new customer relationship-an individual relationship that is social, mobile and local, influenced by peers and shaped by cognitive, behavioural and social psychological principles. New techniques, processes and technologies transform what it means to implement marketing strategy and achieve improved business results.
The new customer relationship requires that even those companies that have embraced customer relationship management ought to reassess their customer management. Now every marketing decision, whether online or in the physical world, whether of a technological nature, whether it affects customer experience, communications, dialogs, teaching or organizational memory, every decision should be seen through a single lens focused on the individual customers who matter most. Managing the New Customer Relationship provides a strategic and practical guide to help companies attract, develop, sustain and build more valuable relationships by:
Expanding upon existing customer relationship management theories, concepts and methods to make these considerations more useful, strategic and contemporary
Recognizing the profound importance of social media and how to plan customer engagement in the social context of each customer
Exploring new technologies that offer new opportunities for engaging customers, including mobile, local, the cloud and customer analytics
Demonstrating how to develop customer-specific understanding, predict what customers will want next, and how to manage each individual customer, and
Offering perspectives to help the organization endure by focusing a chain of relationships on the end customer and creating meaning for stakeholders that can make relationships more intense and robust.
Managing the New Customer Relationship is for organizations of all sizes in all industries, for private- and public-sector organizations and not-for-profits. In short, every organization can apply the new principles, strategies, techniques and technologies discussed here to recognize important marketplace changes, plan to improve relationship and financial results and capture new shareholder value from new customer relationships.
目次
Acknowledgments xiii Introduction xv
Chapter One: Managing the New Customer-and the New Customer Relationship 1
Relationships Matter 1
The Old Rules of Marketing Don't Work 3
Technology Has Changed Everything 6
The Truth Is Visible 6
Marketplaces Are Social 8
Marketing Is Sociology 9
One-Through-One Is More Important Than One-To-One 11
Defining the New Customer Relationship 12
Implications for Managing the New Customer Relationship 13
Chapter Two: Strategies for Better Customer Relationships 23
A Strategic Context for Relationship Management 23
Relationship Management Capabilities 25
The Cultural Imperative 44
Beyond Culture: The Strategic Enablers 46
Chapter Three: Planning Relationships with Existing Customers 57
What's In a Relationship Management Plan? 57
Customer Selection 58
Relationship Objectives 76
Engagement 86
Value 92
Innovation 99
Teaching 102
Sharing 102
Chapter Four: One-Through-One: Engaging Social Customers 107
The "Peoplescape" of Social Media 108
The Company is No Longer Center Stage 109
The Customer is Speaking 110
Listen 111
Social Media Taxonomy 113
Social Media Objectives 115
Social Media Planning 118
Individual Customer Engagement 131
Chapter Five: B2B Relationships 141
Consumer and Business-to-Business Relationships 142
Buyer-Seller Relationship 150
Managing the B2B Relationship 152
B2B, Social Media and Product Lifecycles 153
Social, Internal to the Enterprise 158
Chapter Six: Relationships with Mobile Customers 163
Defining Mobile Relationships 164
Mobile Relationship Objectives and Strategies 166
Selected Application Categories for Mobile Devices 171
Emerging Technologies 181
Chapter Seven: Mass Customization 183
Mass Customization Defi ned 183
An Expensive Option? 184
Technology for Mass Customization 185
Enabling Relationships through Mass Customization 186
Approaches to Mass Customization 189
Customization versus Standardization 190
A Mass Customization Plan 191
Chapter Eight: Customer Analytics 199
The Meta is the Message 202
The Upside of Customer Analytics 205
Putting Customer Analytics to Work 208
Online Customer Analytics 216
Customer Analytics Soft ware 218
Customer Analytics and the Cloud 220
Net Promoter Score 221
Chapter Nine: Teaching Customers New Behaviors 223
What's Wrong with Existing Customer Behaviors? 224
Pedagogy and Teaching Customers 226
Emotional/Affective Pedagogy 229
Cognitive Pedagogy 230
Behavioral Pedagogy 231
Individual/Social Pedagogy 232
Developing Pedagogy for Teaching Customers 236
Learning Relationships 238
Best Pedagogy Practices 239
From Teaching to Addicting 241
The Consumer as a Functional Addict 241
Chapter Ten: Case Studies: Making it Happen 255
Dell 256
Leicester City 259
New York City, Health and Human Services 261
TransGaming 265
TransLink 270
Chapter Eleven: Strategy, Stakeholders and Semantics 275
Planning a Strategic Relationship 276
Customer Management 277
Direct and Indirect Stakeholders 279
Direct Stakeholder Management 280
Indirect Stakeholder Engagement 290
Strategic Response-ability 291
Society and Response-ability 292
Appendix A: Selected Customer Analytics/Data Mining Soft ware Solutions 297
Notes 303
About the Author 317
Index 319
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