Managing customer relationships : a strategic framework / Don Peppers, Martha Rogers.

Enhanced descriptions from Syndetics:

In today's competitive marketplace, customer relationship management is critical to a company's profitability and long-term success. To become more customer focused, skilled managers, IT professionals and marketing executives must understand how to build profitable relationships with each customer and to make managerial decisions every day designed to increase the value of a company by making managerial decisions that will grow the value of the customer base. The goal is to build long-term relationships with customers and generate increased customer loyalty and higher margins. In Managing Customer Relationships, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they invented the term "one-to-one marketing," provide the definitive overview of what it takes to keep customers coming back for years to come.

Presenting a comprehensive framework for customer relationship management, Managing Customer Relationships provides CEOs, CFOs, CIOs, CMOs, privacy officers , human resources managers, marketing executives, sales teams, distribution managers, professors, and students with a logical overview of the background, the methodology, and the particulars of managing customer relationships for competitive advantage. Here, renowned customer relationship management pioneers Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, including a complete overview of the background and history of the subject, relationship theory, IDIC (Identify-Differentiate-Interact-Customize) methodology, metrics, data management, customer management, company organization, channel issues, and the store of the future.

One of the first books designed to develop an understanding of the pedagogy of managing customer relationships, with an emphasis on customer strategies and building customer value, Managing Customer Relationships features:

Pioneering theories and principles of individualized customer relationships

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 by value and need

Tips for using the tools of interactivity and customization to build learning relationships

Coverage of the importance of privacy and customer feedback

Advice for measuring the success of customer-based initiatives

The future and evolution of retailing

An appendix that examines the qualities needed in a firm's customer relationship leaders, and that provides fundamental tools for embarking on a career in managing customer relationships or helping a company use customer value as the basis for executive decisions

The techniques in Managing Customer Relationships can help any company sharpen its competitive advantage.

Table of contents provided by Syndetics

• Preface (p. vii)
• Part 1 Principles of Managing Customer Relationships (p. 1)
• Chapter 1 Evolution of Relationships with Customers (p. 3)
• Roots of Customer Relationship Management (p. 5)
• The View from Here (p. 11)
• Get, Keep, and Grow Customers in the Twenty-First Century (p. 17)
• What Is a Relationship? (p. 19)
• The Technology Revolution and the Customer Revolution (p. 23)
• Chapter 2 The Thinking behind Customer Relationships (p. 35)
• What Characterizes a Relationship? (p. 35)
• Thinking about Relationship Theory (p. 38)
• CRM: The Customer's View (p. 51)
• The Nature of Loyalty (p. 56)
• Part 2 IDIC Implementation Process: A Model for Managing Customer Relationships (p. 63)
• Chapter 3 Customer Relationships: Basic Building Blocks of IDIC and Trust (p. 65)
• Trust and Relationships Happen in Tandem (p. 66)
• IDIC: Four Implementation Tasks for Creating and Managing Customer Relationships (p. 68)
• How Does Trust Characterize a Learning Relationship? (p. 71)
• The Trust Equation: Generating Customer Trust (p. 72)
• Becoming the Customer's Trusted Agent (p. 78)
• Relationships Require Information, But Information Comes Only with Trust (p. 81)
• Chapter 4 Identifying Customers (p. 87)
• Individual Information Requires Customer Recognition (p. 88)
• What Does "Identify" Mean? (p. 93)
• The Internet's Role in Customer Identification: Betting on Amazon (p. 97)
• Customer Data Revolution (p. 98)
• Role of Smart Markets in Managing Relationships with Customers (p. 103)
• Chapter 5 Differentiating Customers: Some Customers Are Worth More Than Others (p. 113)
• Customer Value Is a Future-Oriented Variable (p. 114)
• Different Customers Have Different Values (p. 120)
• Convergys: A Case Study in Using Proxy Variables to Rank Customers by Their Value (p. 127)
• Chapter 6 Differentiating Customers by Their Needs (p. 137)
• Definitions (p. 138)
• Differentiating Customers by Need: An Illustration (p. 141)
• Understanding Needs (p. 145)
• Using Needs Differentiation to Build Customer Value (p. 147)
• Differentiating Customers by Their Needs: A Practical Approach (p. 148)
• Chapter 7 Interacting with Customers: Customer Collaboration Strategy (p. 161)
• Dialogue Requirements (p. 162)
• Implicit and Explicit Bargains (p. 164)
• Succeeding at Interaction Strategy Means Integrating across Touchpoints (p. 169)
• Integrated Marketing Communications and CRM: Friends or Foes? (p. 172)
• Customer Interaction and Dialogue Management (p. 179)
• Complaining Customer as Collaborators (p. 185)
• Chapter 8 Using the Tools of Interactivity to Build Learning Relationships (p. 191)
• Customer-Based Software Sampler (p. 192)
• Using E-Mail to Interact with Customers (p. 196)
• Using E-Mail to Build Customer Value (p. 196)
• Evolution of the Customer Interaction Center in the Context of IDIC (p. 203)
• Wireless Rules: How New Mobile Technologies Will Transform CRM (p. 208)
• Chapter 9 Privacy and Customer Feedback (p. 213)
• Permission Marketing (p. 217)
• Privacy Issues for the Information Age (p. 223)
• Individual Privacy and Data Protection (p. 228)
• Privacy in Europe Is a Different World (p. 232)
• Privacy Pledges Build Enterprise Trust (p. 235)
• Submitting Data Online (p. 238)
• Privacy on the Net (p. 241)
• Chapter 10 Using Mass Customization to Build Learning Relationships (p. 255)
• How Can Customization Be Profitable? (p. 256)
• You're Only as Agile as Your Customers Think (p. 263)
• Technology Accelerates Mass Customization (p. 277)
• Customization of Standardized Products and Services (p. 279)
• Value Streams (p. 282)
• Who Will Write the New Business Rules for Personalization? (p. 287)
• Part 3 Measuring and Managing to Build Customer Value (p. 297)
• Chapter 11 Measuring the Success of Customer-Based Initiatives (p. 299)
• Brand Equity versus Customer Equity (p. 300)
• Nature of Customer Loyalty: Attitude or Behavior? (p. 301)
• Economics of Loyalty (p. 302)
• Customer Profitability Metrics (p. 307)
• Longitudinal Metrics and Short-Term Gain (p. 309)
• Measuring Customer Satisfaction (p. 315)
• Managing Customer Relationships: Metrics Case Study (p. 321)
• Chapter 12 Customer Analytics and the Customer-Strategy Enterprise (p. 341)
• Optimizing Customer Relationships with Advanced Analytics (p. 350)
• Chapter 13 Organizing and Managing the Profitable Customer-Strategy Enterprise (p. 359)
• Capabilities for Forging Customer Relationships (p. 363)
• Relationship Governance (p. 370)
• How to Get There from Here: Transitions to Customer Management (p. 375)
• The Manager of Portfolios of Customers (p. 380)
• Stages of Change to Become a Customer-Strategy Enterprise (p. 381)
• Transition across the Enterprise (p. 386)
• Managing Employees in the Customer-Strategy Enterprise (p. 397)
• Overcoming Employee Resistance (p. 397)
• Loyalty-Based Management (p. 400)
• Momentum Building in the Customer-Based Enterprise (p. 407)
• Chapter 14 Delivery Channel Issues of the Enterprise Focused on Building Customer Value (p. 411)
• Dealing with Channel Pain (p. 412)
• Distribution System Management (p. 417)
• General Motors' Vauxhall Division: Managing the Customer Experience across Channels and Touchpoints (p. 420)
• Demand Chain and Distribution (p. 428)
• Supply Chain Management and Managing Customer Relationships (p. 430)
• Chapter 15 Store of the Future and the Evolution of Retailing (p. 451)
• Consumer Direct Channel (p. 454)
• Using Operational Excellence as a Competitive Advantage: Tesco (p. 464)
• The Online Store and the Role of the Brand in Online Shopping (p. 472)
• Final Mile to Consumers (p. 479)
• Logistics Business Models for Success (p. 483)
• Appendix Where Do We Go From Here? (p. 487)
• Leadership Behavior of Customer Relationship Managers (p. 488)
• Managing Customer Relationships: The Technology Adoption Life Cycle (p. 489)
• Index (p. 498)

Author notes provided by Syndetics