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Up Close and Personal? Paul R Gamble

Up Close and Personal? von Paul R Gamble

Up Close and Personal? Paul R Gamble

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Zusammenfassung

Up Close & Personal? provides practical new insights into effective customer relationship marketing.

Up Close and Personal? Zusammenfassung

Up Close and Personal?: Customer Relationship Marketing at Work Paul R Gamble

CRM remains the biggest revolution yet in marketing, the power of new technology having swept it to the forefront of management thinking. Although based on apparently simple ideas, involving keeping in touch and responding to customer contacts, many companies still shy away from the daunting task of building a relationship with thousands or even millions of people. Up Close & Personal? provides practical new insights into effective customer relationship marketing. The book explores in depth a variety of issues including *strategies, policies and plans; *measuring the impact; *segmentation; *the implementation programme; *customer loyalty and continuity; *transparent marketing, customer value and process management; *customer knowledge management; *technical systems and data management; *managing good and bad customers; and *establishing ROI and satisfying the board. Based on worldwide research into CRM supported by IBM, Up Close & Personal? brings together the work of four leading experts in the field: Gamble, Stone, Woodcock and Foss.

Up Close and Personal? Bewertungen

Should be read by all marketing, sales, service and advertising practitioners. - Marketing magazine

Über Paul R Gamble

Professor Merlin Stone is one of the UK's most experienced consultants, lecturers and trainers in CRM, database marketing and customer service. His consulting experience covers many sectors, including financial services, utilities, pharmaceutical, retailing and IT. He is the author of 30 books on marketing and customer service, and is a Visiting Professor at Brunel, Portsmouth and Luton Universities. Paul R. Gamble runs his own consultancy working in international and relationship marketing, information services strategy and knowledge management. He is an Emeritus Professor at a major British University and is the author of many marketing books. Neil Woodcock is a co-founder of CMAT (the global customer management assessment and benchmarking tool). Neil works with large public and private enterprises all over the world helping them find more efficient and effective ways to manage and engage stakeholders. He has co-authored several business books including two Kogan Page titles, The Customer Management Scorecard and Customer Relationship Marketing. Bryan Foss is Customer Loyalty Solution Executive with IBM Global Financial Services and works primarily with key insurance and financial services companies globally. He is co-author of Customer Relationship Marketing (Kogan Page) and author of the Financial Times' CRM report.

Inhaltsverzeichnis

1 Customer relationship marketing: one more time? 1 The times they are a changin' 1 Customer relationship marketing is more important than ever before 7 Is customer relationship marketing profitable? 9 Customer-led or market oriented? 12 What's different about customer relationship marketing? 15 Problems with functional marketing 20 The evolution of customer relationship marketing 22 The basis of a customer relationship marketing audit 25 Gaining a competitive edge 28 The new challenge for CRM 30 So, why do marketers need better customer insights? 36 Personal contact 37 Summary 40 2 Relationships with customers 41 Who is a customer? 41 Levels of relationship 47 The eight building blocks of customer relationship marketing 50 Distorting the buying decision in your favour 57 Business-to-business buying models 62 Customer relationship marketing and the sales process 65 Summary 68 3 Buy-in, policies and plans 69 Buy-in top to bottom 69 Strategy as fit and strategy as stretch 70 Stretching the organization 75 Top down leadership 87 Bottom up management 91 Core process redesign 94 Beginning the transition 99 Summary 102 Checklist for REAP planning 103 4 Measuring the impact 108 Marketing effectiveness 108 Key performance indicator (KPI) measures 115 The KPI hierarchy 117 Quantifying relationship marketing 121 Summary 138 5 Segmentation and the top vanilla offer 140 Traditional and relationship marketing planning 140 Developing the capability for relationship marketing 151 Customer management differentiation 152 Segmentation 154 A practical approach to segmented relationships 163 The top vanilla approach 165 Key principles of top vanilla 166 The risks of top vanilla 170 Summary 170 6 Getting the show on the road 173 The implementation programme 173 Evaluating current practice 175 Developing the business case 179 Customer contact strategy 184 Putting value segmentation into practice 190 Customer management key performance indicators 207 Summary 209 7 Customer loyalty and continuity 210 What is customer loyalty? 210 Loyalty and product type 217 Which customers do you want to be loyal? 220 Customer acquisition - six steps to success 226 Customer retention - six steps to success 230 Loyalty management - six steps to success 233 Are loyalty schemes win-win? 238 Summary 243 8 The customer experience, transparent marketing, and customer value management 244 Managing the customer experience 244 Do customers want transparent relationships? 253 Customer value management and process contribution assessment 262 Summary 274 9 Customer knowledge management 276 Why manage knowledge? 276 Innovation and knowledge management 281 Tacit knowledge, explicit knowledge and products 287 Implementing knowledge management - critical success factors 292 Making knowledge management a reality - seven steps to success 294 Customer knowledge management and organizational alignment 296 Summary 308 10 Technology and customer management systems 310 Has customer relationship marketing technology delivered the goods? 310 Basic approaches to customer data management 315 A best practice approach 321 The customer management architecture 331 Summary 333 11 Managing good and bad customers 335 Is it worth having a loyalty programme? 335 What is a good customer? 341 What is a bad customer? 343 Predicting goodness and badness 345 Managing the risk 356 Dealing with complaints 360 The customer perspective 362 Organizational and business customer management strategies 367 Summary 370 12 Justifying the CRM investment 372 Delivering customer value through relationship marketing 372 Satisfying the board 381 Keys to achieving the most from your customer relationship marketing investments 394 So what next? 399 Customer relationship marketing and marketing revolution 404 Summary 405

Zusätzliche Informationen

GOR001414293
9780749446918
0749446919
Up Close and Personal?: Customer Relationship Marketing at Work Paul R Gamble
Paul R Gamble
Gebraucht - Sehr Gut
Broschiert
Kogan Page Ltd
20060503
440
N/A
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