Managing Customer Relationships: A Strategic Framework

In today's competitive marketplace, managing customer relationships or customer relationship management (CRM) is critical to a company's profitability and long-term success. Fully revised and updated, Managing Customer Relationships, Second Edition contains principles that serve business managers as a useful underpinning for understanding how to build and manage customer relationships. Written by Don Peppers and Martha Rogers, two of the foremost thought leaders in CRM, the new edition contains updated examples, case studies, and references with contributing works from various industry leaders.

Table of Contents:
Preface xi PART I PRINCIPLES OF MANAGING CUSTOMER RELATIONSHIPS 1 CHAPTER 1 Evolution of Relationships with Customers 3 CHAPTER 2 The Thinking behind Customer Relationships 37 PART II IDIC IMPLEMENTATION PROCESS: A MODEL FOR MANAGING CUSTOMER RELATIONSHIPS 71 CHAPTER 3 Customer Relationships: Basic Building Blocks of IDIC and Trust 73 CHAPTER 4 Identifying Customers 103 CHAPTER 5 Differentiating Customers: Some Customers Are Worth More than Others 121 CHAPTER 6 Differentiating Customers by Their Needs 159 CHAPTER 7 Interacting with Customers: Customer Collaboration Strategy 185 CHAPTER 8 Customer Insight, Dialogue, and Social Media 217 CHAPTER 9 Privacy and Customer Feedback 243 CHAPTER 10 The Payoff of IDIC: Using Mass Customization to Build Learning Relationships 275 PART III MEASURING AND MANAGING TO BUILD CUSTOMER VALUE 305 CHAPTER 11 Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives 307 CHAPTER 12 Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise 349 CHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1 381 CHAPTER 14 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2 409 CHAPTER 15 Where Do We Go from Here? 451 Summary 480 Food for Thought 481 Name Index 483 Term Index 487