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Managing Customer Relationships: A Strategic Framework, 2nd Edition

Book Description

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

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Preface
    1. How to Use This Book
    2. Acknowledgments
  5. Part I: Principles of Managing Customer Relationships
    1. Chapter 1: Evolution of Relationships with Customers
      1. Roots of Customer Relationship Management
      2. What Is a Relationship?
      3. The Technology Revolution and the Customer Revolution
      4. Summary
      5. Food for Thought
      6. Glossary
    2. Chapter 2: The Thinking behind Customer Relationships
      1. Why Do Companies Work at Being “Customer-Centric”?
      2. What Characterizes a Relationship?
      3. Customer Loyalty: Is It an Attitude? Or a Behavior?
      4. Summary
      5. Food for Thought
      6. Glossary
  6. Part II: IDIC Implementation Process: A Model for Managing Customer Relationships
    1. Chapter 3: Customer Relationships: Basic Building Blocks of IDIC and Trust
      1. Trust and Relationships Happen in Tandem
      2. IDIC: Four Implementation Tasks for Creating and Managing Customer Relationships
      3. How Does Trust Characterize a Learning Relationship?
      4. Becoming the Customer’s Trusted Agent
      5. Relationships Require Information, but Information Comes Only with Trust
      6. Summary
      7. Food for Thought
      8. Glossary
    2. Chapter 4: Identifying Customers
      1. Individual Information Requires Customer Recognition
      2. What Does Identify Mean?
      3. Customer Data Revolution
      4. Summary
      5. Food for Thought
      6. Glossary
    3. Chapter 5: Differentiating Customers: Some Customers Are Worth More than Others
      1. Customer Value Is a Future-Oriented Variable
      2. Different Customers Have Different Values
      3. Summary
      4. Food for Thought
      5. Glossary
    4. Chapter 6: Differentiating Customers by Their Needs
      1. Definitions
      2. Differentiating Customers by Need: An Illustration
      3. Why Doesn’t Every Company Already Differentiate Its Customers by Needs?
      4. Categorizing Customers by Their Needs
      5. Understanding Needs
      6. Community Knowledge
      7. Using Needs Differentiation to Build Customer Value
      8. Summary
      9. Food for Thought
      10. Glossary
    5. Chapter 7: Interacting with Customers: Customer Collaboration Strategy
      1. Dialogue Requirements
      2. Implicit and Explicit Bargains
      3. Technology of Interaction Requires Integrating across the Entire Enterprise
      4. Customer Dialogue: A Unique and Valuable Asset
      5. Not All Interactions Qualify as “Dialogue”
      6. Cost Efficiency and Effectiveness of Customer Interaction
      7. Complaining Customers: Hidden Assets?
      8. Summary
      9. Food for Thought
      10. Glossary
    6. Chapter 8: Customer Insight, Dialogue, and Social Media
      1. Listening to Customers
      2. Age of Transparency
      3. Summary
      4. Food for Thought
      5. Glossary
    7. Chapter 9: Privacy and Customer Feedback
      1. Privacy in Europe Is a Different World
      2. Privacy Pledges Build Enterprise Trust
      3. Submitting Data Online
      4. Summary
      5. Food for Thought
      6. Glossary
    8. Chapter 10: The Payoff of IDIC: Using Mass Customization to Build Learning Relationships
      1. How Can Customization Be Profitable?
      2. Technology Accelerates Mass Customization
      3. Customization of Standardized Products and Services
      4. Value Streams
      5. Culture Rules
      6. Summary
      7. Food for Thought
      8. Glossary
  7. Part III: Measuring and Managing to Build Customer Value
    1. Chapter 11: Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives
      1. Customer Equity
      2. Customer Loyalty and Customer Equity
      3. Return on Customer
      4. Leading Indicators of LTV Change
      5. Stats and the Single Customer
      6. Summary
      7. Food for Thought
      8. Glossary
    2. Chapter 12: Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise
      1. Summary
      2. Food for Thought
      3. Glossary
    3. Chapter 13: Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1
      1. Relationship Governance
      2. Summary
      3. Food for Thought
      4. Glossary
    4. Chapter 14: Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2
      1. Pilot Projects and Incremental Change
      2. Picket Fence Strategy
      3. Segment Management
      4. Customer Portfolio Management
      5. Transition across the Enterprise
      6. Transition Process for Other Key Enterprise Areas
      7. Managing Employees in the Customer-Strategy Enterprise
      8. Summary
      9. Food for Thought
      10. Glossary
    5. Chapter 15: Where Do We Go from Here?
      1. Leadership Behavior of Customer Relationship Managers
      2. Maintain and Increase the Trust of Customers
      3. Summary
      4. Food for Thought
  8. Name Index
  9. Term Index