Managing Customer Relationships

Every business on the planet is trying to maximize the value created by its customers Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world’s leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to “treat different customers differently.” This latest edition adds new material including: How to manage the mass-customization principles that drive digital interactions How to understand and manage data-driven marketing analytics issues, without having to do the math How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.

Every business on the planet is trying to maximize the value created by its customers Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world’s leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to “treat different customers differently.” This latest edition adds new material including: How to manage the mass-customization principles that drive digital interactions How to understand and manage data-driven marketing analytics issues, without having to do the math How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.

MANAGING 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

In today’s global business environment, Customer Relationship Management (CRM) has become key to the success of many international enterprises. Managing Customer Relationships Using Customer Care Techniques: Strategy Development of an International Enterprise offers a comprehensive analysis of this crucial business aspect, focusing on how companies can effectively manage their customer relationships in the context of global expansion. This book stands out with its unique approach to CRM, blending theory with practice and providing readers with a deep understanding of how CRM influences the strategies of international enterprises. The book is divided into four main parts, each focusing on a different aspect of customer relationship management. The first part focuses on creating strategies in the context of customer relationships in international enterprises, the second part discusses the essence of the CRM concept in companies, the third part delves into the strategy of a global enterprise from the customer relationship perspective, and the fourth part centers on the evaluation and optimization of customer care strategy in modern business. Key Features: • In-depth analysis of the CRM concept in the context of international business. • Discussion on the evolution of the CRM idea over the years. • Introduction to integrated customer relationship management systems in global enterprises. • Analysis of the impact of social media on CRM. • Practical insights on measuring the effectiveness of customer care activities. Managing Customer Relationships Using Customer Care Techniques: Strategy Development of an International Enterprise is a must-read for managers, business consultants, business students, and anyone wanting to understand how to effectively manage customer relationships in an international business environment.

A managers, whether brand-new to their postions or well established in the corporate hirearchy, can use a little brushing-up now and then. As customer loyalty increasingly becomes a thing of the past, customer relationship management (CRM) has become one today's hottest topics. Customer relationships management: A strategic approach supplies easy-to-apply sloutions to common CRM problems, including how to maximize impact from CRM technology, which data warehousing techniques are most effective and how to create and manage both short-and long -term relationships.This book acquaints student focuses on the strategic side of customer relationship management.The text provides students with and understanding of customer relationship management and its applications in the business fields of marketing and sales.

In today’s competitive marketplace, customer relationshipmanagement is critical to a company’s profitability andlong-term success. To become more customer focused, skilledmanagers, IT professionals and marketing executives must understandhow to build profitable relationships with each customer and tomake managerial decisions every day designed to increase the valueof a company by making managerial decisions that will grow thevalue of the customer base. The goal is to build long-termrelationships with customers and generate increased customerloyalty and higher margins. In Managing Customer Relationships, DonPeppers and Martha Rogers, credited with founding thecustomer-relationship revolution in 1993 when they invented theterm "one-to-one marketing," provide the definitive overview ofwhat it takes to keep customers coming back for years to come. Presenting a comprehensive framework for customer relationshipmanagement, Managing Customer Relationships provides CEOs, CFOs,CIOs, CMOs, privacy officers , human resources managers, marketingexecutives, sales teams, distribution managers, professors, andstudents with a logical overview of the background, themethodology, and the particulars of managing customer relationshipsfor competitive advantage. Here, renowned customer relationshipmanagement pioneers Peppers and Rogers incorporate many of theprinciples of individualized customer relationships that they arebest known for, including a complete overview of the background andhistory of the subject, relationship theory, IDIC(Identify-Differentiate-Interact-Customize) methodology, metrics,data management, customer management, company organization, channelissues, and the store of the future. One of the first books designed to develop an understanding ofthe pedagogy of managing customer relationships, with an emphasison customer strategies and building customer value, ManagingCustomer Relationships features: Pioneering theories and principles of individualized customerrelationships 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 byvalue and need Tips for using the tools of interactivity and customization tobuild learning relationships Coverage of the importance of privacy and customer feedback Advice for measuring the success of customer-basedinitiatives The future and evolution of retailing An appendix that examines the qualities needed in a firm’scustomer relationship leaders, and that provides fundamental toolsfor embarking on a career in managing customer relationships orhelping a company use customer value as the basis for executivedecisions The techniques in Managing Customer Relationships can help anycompany sharpen its competitive advantage.

Preface -- Introduction -- The search for customer loyalty -- The wheel of loyalty -- Building a foundation for loyalty -- Strategies for developing loyalty bonds with customers -- Strategies for reducing customer defections -- Enablers of customer loyalty strategies -- CRM: customer relationship management -- Conclusion -- Summary -- Endnotes

Customer Relationship Management: Concepts and Tools is a breakthrough book that makes transparent the complexities of customer relationship management. The book views customer relationship management as the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. Customer relationship management is grounded on high quality customer data and enabled by information technology. The book is a comprehensive and fully developed textbook on customer relationship management . Although, it shows the roles of customer data and information technology in enabling customer relationship management implementation, it does not accept that customer relationship management is just about IT. Rather it is about an IT- and data-enabled approach to customer acquisition, customer retention and customer development. Because customer relationship management is a core business strategy the book demonstrates how it has influence across the entire business, in areas such as strategic, marketing, operations, human resource, and IT management. Customer relationship management 's influence also extends beyond the company to touch on partner and supplier relationships. An Instructor's PowerPoint pack is available to lecturers who adopt the book. Accredited lecturers can download this by going to http://books.elsevier.com/manuals'isbn=075065502X to request access.