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Managing Customer Experience and Relationships A Strategic Framework 3rd Edition by Don Peppers, Martha Rogers 1119236258 9781119236252

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ISBN 10: 1119236258
ISBN 13: 978-1119236252
Author: Don Peppers, Martha Rogers PH D

Boost profits, margins, and customer loyalty with more effective CRM strategy

Managing Customer Experience and Relationships, Third Edition positions the customer as central to long-term strategy, and provides essential guidance toward optimizing that relationship for the long haul. By gaining a deep understanding of this critical dynamic, you’ll become better able to build and manage the customer base that drives revenue and generates higher margins. A practical framework for implementing the IDIC model merges theory, case studies, and strategic analysis to provide a ready blueprint for execution, and in-depth discussion of communication, metrics, analytics, and more allows you to optimize the relationship on both sides of the table. This new third edition includes updated examples, case studies, and references, alongside insightful contributions from global industry leaders to give you a well-rounded, broadly-applicable knowledge base and a more effective CRM strategy. Ancillary materials include a sample syllabus, PowerPoints, chapter questions, and a test bank, facilitating use in any classroom or training session.

The increased reliance on customer relationship management has revealed a strong need for knowledgeable practitioners who can deploy effective initiatives. This book provides a robust foundation in CRM principles and practices, to help any business achieve higher customer satisfaction.

  • Understand the fundamental principles of the customer relationship
  • Implement the IDIC model to improve CRM ROI
  • Identify essential metrics for CRM evaluation and optimization
  • Increase customer loyalty to drive profits and boost margins

Sustainable success comes from the customer. If your company is to meet performance and profitability goals, effective customer relationship management is the biggest weapon in your arsenal–but it must be used appropriately. Managing Customer Experience and Relationships, Third Edition provides the information, practical framework, and expert insight you need to implement winning CRM strategy.

Table of contents:

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

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