Measuring and Valuing Customer Relationships
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Measuring and Valuing Customer Relationships: How to Develop the Measures That Drive Profitable CRM Strategies

Measuring and Valuing Customer Relationships: How to Develop the Measures That Drive Profitable CRM Strategies


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About the Book

Table of Contents:
Part 1 Introduction: marketing becomes measurable; the drivers of customer performance model; adviser interview, Adrian Payne; the consumer-driven marketing myth; adviser interview, Martin Christopher; the new marketing measurements. Part 2 Strategic measures: the context for measurement frameworks; the drivers of customer performance model; case report; adviser interview, Christine Restall; case study. Part 3 Measuring and managing customer behaviour: the importance of customer behaviour; the loyalty bandwagon; computers and customer behaviour; measuring penetration and price; including competitors in behavioural research; source of competitor data; loyalty versus acquisition; case study; key measures of customer behaviour. Part 4 Measuring customer satisfaction that drives sales: customer satisfaction as a key performance indicator; digging deeper for the pay-off; case study; abandoning flawed satisfaction measures; the problem with satisfaction research; making attributes compatible; case study; low-involvement purchases and products; expectations, indifference and tolerance; adviser interview, Robert East; expectation or experience?. Part 5 Segmenting by involvement and emotional response: new models of research; case study; provider; defining critical performance attributes; integrating satisfaction with in-house data; options for managing satisfaction; case study. Part 6 Building and measuring the brand relationship: linking brand and satisfaction perspectives; the customer's experiences and expectations; brands and customer profitability; key brand concepts; measuring brand strength; case study; branding and segmentation; multiple brand identities and segmentation; adviser interview, Garth Hallberg. Part 7 Financial measures for the new customer relationship manager: finance gets to grips with marketing; advertising and promotions budget control; product-range profit management; case report; accounting for pricing decisions; accounting for customer profitability; adviser interview, Jagdish Sheth; valuing the brand. Part 8 Implementing customer relationship management: the need for new measures; adviser interview, Frank Abramson; choosing the best measurement tools; case study; building the framework; adviser interview, Gopal Iyer; from measurement to knowledge management.


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Product Details
  • ISBN-13: 9781898085614
  • Publisher: Business Intelligence
  • Publisher Imprint: Business Intelligence
  • Height: 300 mm
  • ISBN-10: 1898085617
  • Publisher Date: 29 Apr 1999
  • Binding: SA
  • Sub Title: How to Develop the Measures That Drive Profitable CRM Strategies


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