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by Martha Rogers, Don Peppers
Managing Customer Relationships: A Strategic Framework, 2nd Edition
Cover
Title Page
Copyright
Preface
How to Use This Book
Acknowledgments
Part I: Principles of Managing Customer Relationships
Chapter 1: 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
Chapter 2: The Thinking behind Customer Relationships
Why Do Companies Work at Being “Customer-Centric”?
What Characterizes a Relationship?
Customer Loyalty: Is It an Attitude? Or a Behavior?
Summary
Food for Thought
Glossary
Part II: IDIC Implementation Process: A Model for Managing Customer Relationships
Chapter 3: 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
Chapter 4: Identifying Customers
Individual Information Requires Customer Recognition
What Does Identify Mean?
Customer Data Revolution
Summary
Food for Thought
Glossary
Chapter 5: 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
Chapter 6: Differentiating Customers by Their Needs
Definitions
Differentiating Customers by Need: An Illustration
Why Doesn’t Every Company Already Differentiate Its Customers by Needs?
Categorizing Customers by Their Needs
Understanding Needs
Community Knowledge
Using Needs Differentiation to Build Customer Value
Summary
Food for Thought
Glossary
Chapter 7: 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
Chapter 8: Customer Insight, Dialogue, and Social Media
Listening to Customers
Age of Transparency
Summary
Food for Thought
Glossary
Chapter 9: Privacy and Customer Feedback
Privacy in Europe Is a Different World
Privacy Pledges Build Enterprise Trust
Submitting Data Online
Summary
Food for Thought
Glossary
Chapter 10: 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
Part III: Measuring and Managing to Build Customer Value
Chapter 11: 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
Chapter 12: Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise
Summary
Food for Thought
Glossary
Chapter 13: Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1
Relationship Governance
Summary
Food for Thought
Glossary
Chapter 14: 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
Chapter 15: Where Do We Go from Here?
Leadership Behavior of Customer Relationship Managers
Maintain and Increase the Trust of Customers
Summary
Food for Thought
Name Index
Term Index
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