Rent 9780470423479 | Managing Customer Relationships : A Strategic Framework | Peppers, Don; Rogers, Martha @knetbooks.com

Summary Table of Contents Author Biography

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 successfu... MORElly 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 AcxiomPraise 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 competitive marketplace, managing customer relationships or customer relationship management (CRM) is critical to a company's profitability and long-term success. Fully revised and updated, Managing Customer Relationships, Second Edition contains principles that serve business managers as a useful underpinning for understanding how to build and manage customer relationships. Written by Don Peppers and Martha Rogers, two of the foremost thought leaders in CRM, the new edition contains updated examples, case studies, and references with contributing works from various industry leaders.

This new edition contains principles that serve as a useful underpinning for understanding how to build and manage customer relationships. It contains updated examples, case studies, and references with contributing works from various industry leaders.

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

Principles Of Managing Customer Relationships
Evolution Of Relationships With Customers
Roots Of Customer Relationship Management
What Is A Relationship?
The Technology Revolution And The Customer Revolution
Summary
Food For Thought
Glossary
The Thinking Behind Customer Relationships
Why Do Companies... MORE Work At Being "Customer-Centric"?
What Characterizes A Relationship?
Customer Loyalty: Is It An Attitude? Or A Behavior?
Summary
Food For Thought
Glossary
IDIC Implementation Process: A Model For Managing Customer Relationships
Customer Relationships: Basic Building Blocks Of IDIC And Trust
Trust And Relationships Happen In Tandem
IDIC: Four Implementation Tasks For Creating And Managing .Customer Relationships
How Does Trust Characterize A Learning Relationship?
Becoming The Customer's Trusted Agent
Relationships Require Information, But Information Comes Only With Trust
Summary
Food For Thought
Glossary
Identifying Customers
Individual Information Requires Customer Recognition
What Does "Identify" Mean?
Customer Data Revolution
Summary
Food For Thought
Glossary
Differentiating Customers: Some Customers Are Worth More Than Others
Customer Value Is A Future-Oriented Variable
Different Customers Have Different Values
Summary
Food For Thought
Glossary
Differentiating Customers By Their Needs
Definitions
Differentiating Customers By Need: An Illustration
Why Doesn't Every Company Already Differentiate Their Customers By Needs?
Categorizing Customers By Their Needs
Understanding Needs
Community Knowledge
Using Needs Differentiation To Build Customer Value
Summary
Food For Thought
Glossary
Interacting With Customers: Customer Collaboration Strategy
Dialogue Requirements
Implicit And Explicit Bargains
Technology Of Interaction Requires Integrating Across The Entire Enterprise
Customer Dialogue: A Unique And Valuable Asset
Not All Interactions Qualify As "Dialogue"
Cost-Efficiency And Effectiveness Of Customer Interaction
Complaining Customers: Hidden Assets?
Summary
Food For Thought
Glossary
Customer Insight, Dialogue, And Social Media
The Age Of Transparency
Summary
Food For Thought
Glossary
Privacy And Customer Feedback
Privacy In Europe Is A Different World
Privacy Pledges Build Enterprise Trust
Submitting Data Online
Summary
Food For Thought
Glossary
The Payoff Of IDIC: Using Mass Customization To Build Learning Relationships
How Can Customization Be Profitable?
Technology Accelerates Mass Customization
Customization Of Standardized Products And Services
Value Streams
Culture Rules
Summary
Food For Thought
Glossary
Measuring And Managing To Build Customer Value
Optimizing Around The Customer: Measuring The Success Of Customer-Based Initiatives
Customer Equity
Customer Loyalty And Customer Equity
Return On Customer
Leading Indicators Of Ltv Change
Stats And The Single Customer
Summary
Food For Thought
Glossary
Using Customer Analytics To Build The Success Of The Customer-Strategy Enterprise
Summary
Food For Thought
Glossary
Organizing And Managing The Profitable Customer-Strategy Enterprise: Part 1
Relationship Governance
Summary
Food For Thought
Glossary
Organizing And Managing The Profitable Customer-Strategy Enterprise: Part 2
Pilot Projects And Incremental Change
Picket Fence Strategy
Segment Management
Customer Portfolio Management
Transition Across The Enterprise
Transition Process For Other Key Enterprise Areas
Managing Employees In The Customer-Strategy Enterprise
Summary
Food For Thought
Glossary
Where Do We Go From Here?
Leadership Behavior Of Customer Relationship Managers
Maintain And Increase The Trust Of Customers
Summary
Food For Thought
Index
Table of Contents provided by Publisher. All Rights Reserved.

DON PEPPERS is a Founding Partner at Peppers & Rogers Group. He is a former CEO of a top-20 direct marketing agency. He is a globally respected thought leader, futurist, and consultant. He holds a degree in astronautical engineering from the U.S. Air Force Academy and a master's in public affairs from Princeton University's Woodrow Wilson School. His popular blog, "Peppers Unplugged," can be found at www.1to1media.com.

MARTHA ROGERS is a Founding Partner at Peppers & Rogers Group and is in demand for speaking and thought leadership on six continents. She is also an adjunct professor at the Fuqua School of Business at Duke University. She earned her PhD at University of Tennessee as a Bickel Fellow, and has led multi-year, multimillion-dollar research programs.

PEPPERS and ROGERS have published eight best-selling books and are "always working on the next one." Their first book, The One to One Future, was named "Book of the Year" by Tom Peters and "one of the two or three most important business books ever written" by George Gendren, then editor of Inc. Their second book, Enterprise One to One, was given a five-star rating by the Wall Street Journal. The books appear in nineteen languages. They have also published in Harvard Business Review and other academic publications.

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