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| managing customer relationships a strategic framework ebook: Managing Customer Relationships Don Peppers, Martha Rogers, 2010-12-30 MANAGING CUSTOMER RELATIONSHIPS A Strategic Framework Praise for the first edition: Peppers and Rogers do a beautiful job of integrating actionable frameworks, the thinking of other leaders in the field, and best practices from leading-edge companies. —Dr. Hugh J. Watson, C. Herman and Mary Virginia Terry Chair of Business Administration, Terry College of Business, University of Georgia Peppers and Rogers have been the vanguard for the developing field of customer relationship management, and in this book, they bring their wealth of experience and knowledge into academic focus. This text successfully centers the development of the field and its theories and methodologies squarely within the broader context of enterprise competitive theory. It is a must-have for educators of customer relationship management and anyone who considers customer-centric marketing the cornerstone of sound corporate strategy. —Dr. Charlotte Mason, Department Head, Director, and Professor, Department of Marketing and Distribution, Terry College of Business, University of Georgia Don and Martha have done it again! The useful concepts and rich case studies revealed in Managing Customer Relationships remove any excuse for those of us responsible for actually delivering one-to-one customer results. This is the ultimate inside scoop! —Roy Barnes, Formerly with Marriott, now President, Blue Space Consulting This is going to become the how-to book on developing a customer-driven enterprise. The marketplace is so much in need of this road map! —Mike Henry, Leader for Consumer Insights at Acxiom Praise for the second edition: Every company has customers, and that's why every company needs a reference guide like this. Peppers and Rogers are uniquely qualified to provide us with the top textbook on the subject, and the essential tool for the field they helped to create. —David Reibstein, William Stewart Woodside Professor of Marketing, The Wharton School, University of Pennsylvania |
| managing customer relationships a strategic framework ebook: Managing Customer Experience and Relationships Don Peppers, Martha Rogers, 2016-10-25 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. |
| managing customer relationships a strategic framework ebook: Managing Customer Relationships Don Peppers, Martha Rogers, 2004-04-28 In today’s competitive marketplace, customer relationshipmanagement is critical to a company’s profitability andlong-term success. To become more customer focused, skilledmanagers, IT professionals and marketing executives must understandhow to build profitable relationships with each customer and tomake managerial decisions every day designed to increase the valueof a company by making managerial decisions that will grow thevalue of the customer base. The goal is to build long-termrelationships with customers and generate increased customerloyalty and higher margins. In Managing Customer Relationships, DonPeppers and Martha Rogers, credited with founding thecustomer-relationship revolution in 1993 when they invented theterm one-to-one marketing, provide the definitive overview ofwhat it takes to keep customers coming back for years to come. Presenting a comprehensive framework for customer relationshipmanagement, Managing Customer Relationships provides CEOs, CFOs,CIOs, CMOs, privacy officers , human resources managers, marketingexecutives, sales teams, distribution managers, professors, andstudents with a logical overview of the background, themethodology, and the particulars of managing customer relationshipsfor competitive advantage. Here, renowned customer relationshipmanagement pioneers Peppers and Rogers incorporate many of theprinciples of individualized customer relationships that they arebest known for, including a complete overview of the background andhistory of the subject, relationship theory, IDIC(Identify-Differentiate-Interact-Customize) methodology, metrics,data management, customer management, company organization, channelissues, and the store of the future. One of the first books designed to develop an understanding ofthe pedagogy of managing customer relationships, with an emphasison customer strategies and building customer value, ManagingCustomer Relationships features: Pioneering theories and principles of individualized customerrelationships An overview of relationship theory Contributions from such revolutionary leaders as Philip Kotler,Esther Dyson, Geoffrey Moore, and Seth Godin Guidelines for identifying customers and differentiating them byvalue and need Tips for using the tools of interactivity and customization tobuild learning relationships Coverage of the importance of privacy and customer feedback Advice for measuring the success of customer-basedinitiatives The future and evolution of retailing An appendix that examines the qualities needed in a firm’scustomer relationship leaders, and that provides fundamental toolsfor embarking on a career in managing customer relationships orhelping a company use customer value as the basis for executivedecisions The techniques in Managing Customer Relationships can help anycompany sharpen its competitive advantage. |
| managing customer relationships a strategic framework ebook: Handbook of CRM Adrian Payne, 2012-07-26 Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field. It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it. Based on recent knowledge, it is underpinned by: * Clear and comprehensive explanations of the key concepts in the field * Vignettes and full cases from major businesses internationally * Definitive references and notes to further sources of information on every aspect of CRM * Templates and audit advice for assessing your own CRM needs and targets The most lucid, comprehensive and important overview of the subject and an invaluable tool in enabling the connection of the major principles to the real world of business. |
| managing customer relationships a strategic framework ebook: Customer Relationship Management V. Kumar, Werner Reinartz, 2018-05-15 This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain. |
| managing customer relationships a strategic framework ebook: Managing Customer Experience and Relationships Don Peppers, Martha Rogers, 2016-10-25 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. |
| managing customer relationships a strategic framework ebook: Accelerating Customer Relationships Ronald S. Swift, 2001 Preface Corporations that achieve high customer retention and high customer profitability aim for: The right product (or service), to the right customer, at the right price, at the right time, through the right channel, to satisfy the customer's need or desire. Information Technology—in the form of sophisticated databases fed by electronic commerce, point-of-sale devices, ATMs, and other customer touch points—is changing the roles of marketing and managing customers. Information and knowledge bases abound and are being leveraged to drive new profitability and manage changing relationships with customers. The creation of knowledge bases, sometimes called data warehouses or Info-Structures, provides profitable opportunities for business managers to define and analyze their customers' behavior to develop and better manage short- and long-term relationships. Relationship Technology will become the new norm for the use of information and customer knowledge bases to forge more meaningful relationships. This will be accomplished through advanced technology, processes centered on the customers and channels, as well as methodologies and software combined to affect the behaviors of organizations (internally) and their customers/channels (externally). We are quickly moving from Information Technology to Relationship Technology. The positive effect will be astounding and highly profitable for those that also foster CRM. At the turn of the century, merchants and bankers knew their customers; they lived in the same neighborhoods and understood the individual shopping and banking needs of each of their customers. They practiced the purest form of Customer Relationship Management (CRM). With mass merchandising and franchising, customer relationships became distant. As the new millennium begins, companies are beginning to leverage IT to return to the CRM principles of the neighborhood store and bank. The customer should be the primary focus for most organizations. Yet customer information in a form suitable for marketing or management purposes either is not available, or becomes available long after a market opportunity passes, therefore CRM opportunities are lost. Understanding customers today is accomplished by maintaining and acting on historical and very detailed data, obtained from numerous computing and point-of-contact devices. The data is merged, enriched, and transformed into meaningful information in a specialized database. In a world of powerful computers, personal software applications, and easy-to-use analytical end-user software tools, managers have the power to segment and directly address marketing opportunities through well managed processes and marketing strategies. This book is written for business executives and managers interested in gaining advantage by using advanced customer information and marketing process techniques. Managers charged with managing and enhancing relationships with their customers will find this book a profitable guide for many years. Many of today's managers are also charged with cutting the cost of sales to increase profitability. All managers need to identify and focus on those customers who are the most profitable, while, possibly, withdrawing from supporting customers who are unprofitable. The goal of this book is to help you: identify actions to categorize and address your customers much more effectively through the use of information and technology, define the benefits of knowing customers more intimately, and show how you can use information to increase turnover/revenues, satisfaction, and profitability. The level of detailed information that companies can build about a single customer now enables them to market through knowledge-based relationships. By defining processes and providing activities, this book will accelerate your CRM learning curve, and provide an effective framework that will enable your organization to tap into the best practices and experiences of CRM-driven companies (in Chapter 14). In Chapter 6, you will have the opportunity to learn how to (in less than 100 days) start or advance, your customer database or data warehouse environment. This book also provides a wider managerial perspective on the implications of obtaining better information about the whole business. The customer-centric knowledge-based info-structure changes the way that companies do business, and it is likely to alter the structure of the organization, the way it is staffed, and, even, how its management and employees behave. Organizational changes affect the way the marketing department works and the way that it is perceived within the organization. Effective communications with prospects, customers, alliance partners, competitors, the media, and through individualized feedback mechanisms creates a whole new image for marketing and new opportunities for marketing successes. Chapter 14 provides examples of companies that have transformed their marketing principles into CRM practices and are engaging more and more customers in long-term satisfaction and higher per-customer profitability. In the title of this book and throughout its pages I have used the phrase Relationship Technologies to describe the increasingly sophisticated data warehousing and business intelligence technologies that are helping companies create lasting customer relationships, therefore improving business performance. I want to acknowledge that this phrase was created and protected by NCR Corporation and I use this trademark throughout this book with the company's permission. Special thanks and credit for developing the Relationship Technologies concept goes to Dr. Stephen Emmott of NCR's acclaimed Knowledge Lab in London. As time marches on, there is an ever-increasing velocity with which we communicate, interact, position, and involve our selves and our customers in relationships. To increase your Return on Investment (ROI), the right information and relationship technologies are critical for effective Customer Relationship Management. It is now possible to: know who your customers are and who your best customers are stimulate what they buy or know what they won't buy time when and how they buy learn customers' preferences and make them loyal customers define characteristics that make up a great/profitable customer model channels are best to address a customer's needs predict what they may or will buy in the future keep your best customers for many years This book features many companies using CRM, decision-support, marketing databases, and data-warehousing techniques to achieve a positive ROI, using customer-centric knowledge-bases. Success begins with understanding the scope and processes involved in true CRM and then initiating appropriate actions to create and move forward into the future. Walking the talk differentiates the perennial ongoing winners. Reinvestment in success generates growth and opportunity. Success is in our ability to learn from the past, adopt new ideas and actions in the present, and to challenge the future. Respectfully, Ronald S. Swift Dallas, Texas June 2000 |
| managing customer relationships a strategic framework ebook: Customer Relationship Management Francis Buttle, 2009 This title presents an holistic view of CRM, arguing that its essence concerns basic business strategy - developing and maintaining long-term, mutually beneficial relationships with strategically significant customers - rather than the operational tools which achieve these aims. |
| managing customer relationships a strategic framework ebook: Advances in Human Factors, Business Management and Leadership Jussi Ilari Kantola, Salman Nazir, Vesa Salminen, 2020-06-30 This book analyzes new theories and practical approaches for promoting excellence in human resource management and leadership. It shows how the principles of creating shared value can be applied to ensure faster learning, training, business development and social renewal. In particular, it presents novel methods and tools for tackling the complexity of management and learning in both business organizations and society. Discussing ontologies, intelligent management systems, and methods for creating knowledge and value added, it offers novel insights into time management and operations optimization, as well as advanced methods for evaluating customers’ satisfaction and conscious experience. Based on two AHFE 2020 Virtual Conferences: the AHFE 2020 Conference on Human Factors, Business Management and Society and the AHFE 2020 Conference on Human Factors in Management and Leadership, held on July 16–20, 2020, the book provides researchers and professionals with extensive information, practical tools and inspiring ideas for achieving excellence in a broad spectrum of business and societal activities. |
| managing customer relationships a strategic framework ebook: Managing with Dual Strategies Derek F. Abell, 2010-06-15 Rarely, if ever, do companies clearly distinguish between or balance the management of today's business and planning for the future. Derek Abell, internationally renowned for his pioneering work on strategic market planning, once again breaks sharply with conventional wisdom to demonstrate how a company can develop analytic marketing modes for not one but two distinct planning horizons. Managing with dual strategies, Abell argues, calls for new approaches not only to planning, but to organizational structure and management control. He makes specific recommendations on how current operating practices need to be adapted, and shows how leading firms are recognizing the dual nature of management as a new way of organizational life. Planning for the present, Abell shows, requires a vision of how the firm must operate now given its unique competencies and resources. By involving each level within the management team from the CEO to financial planners, to line managers, Abell details how firms can pinpoint market opportunities through careful segmentation and identification of key success factors to connect with customers. At the same time, he distinguishes the importance of horizontal relationships for defining and focusing on internal strategies, and vertical relationships for being attuned to changing market realities. Success today, he warns, does not ensure success tomorrow. Abell describes how world-class leaders such as Nestlé, Caterpillar, and Heineken monitor both internal and external forces for market change, successfully mastering the present, and preempting the future. Preparing for the future requires understanding the full range of activities industry-wide, and anticipating changes in technology, buyer/seller behavior, and product life cycles. Abell explains how companies can develop and implement these co-existing visions and address the real forms of change that vitally affect their future -- today and tomorrow. |
| managing customer relationships a strategic framework ebook: Managing Customers as Investments Sunil Gupta, 2005 It's more important than ever for companies to objectively assess the value of their customers. But conventional measures of customer lifetime value haven't been linked to overall business value and haven't been useful to senior managers.; Managing Customers as Investments overcomes both shortcomings. Through practical examples and case studies, you'll learn a rigorous yet simple approach to estimating the lifetime value of your customers - and how you can use that information to make better tactical and strategic decisions. You'll learn how customer value calculations impact customer. |
| managing customer relationships a strategic framework ebook: Customer Relationship Management SCN Education, 2013-11-11 The rules change when the tools change Generating traffic to a website and catching the interest of the visitor, in order to make him buy a product or a service, is within everyone's reach today. Intensive research, try outs and the learning experience of E-Commerce pioneers have helped to uncover the marketing & sales possibilities of the Internet. But now that we have customers visiting our site, how do we keep them coming back? How to get a clear profile of each customer, so we can give him (or her!) the service he's looking for? And offer him other products he could also be interested in? To achieve this, companies are increasingly turning to Customer Relationship Management: the concentration of sales, marketing and service forces by integrating all dataflows into one data warehouse, thus blending internal processes with technology. The right way to market, sell and service customers requires a different CRM strategy for every company. Some organizations that reengineered their CRM processes are reporting revenue increases of up to 50%, whereas others have had obtained minimal gains or no improvement at all. The difference between the success or failure of a CRM project lies in the knowledge and ability that an organization brings to its efforts. This Hon Guide defines CRM from different points of view: sales, marketing, customer support and technology. |
| managing customer relationships a strategic framework ebook: Strategic Customer Management Adrian Payne, Pennie Frow, 2013-03-28 Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field. |
| managing customer relationships a strategic framework ebook: Customer Relationship Management Roger J. Baran, Robert J. Galka, 2016-12-08 This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy. Baran and Galka deliver a book that helps students understand how an enhanced customer relationship strategy can differentiate an organization in a highly competitive marketplace. This edition has several new features: Updates that take into account the latest research and changes in organizational dynamics, business-to-business relationships, social media, database management, and technology advances that impact CRM New material on big data and the use of mobile technology An overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management today A broader discussion of the relationship between CRM and the marketing function, as well as its implications for the organization as a whole Cutting edge examples and images to keep readers engaged and interested A complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customers With chapter summaries, key terms, questions, exercises, and cases, this book will truly appeal to upper-level students of customer relationship management. Online resources, including PowerPoint slides, an instructor’s manual, and test bank, provide instructors with everything they need for a comprehensive course in customer relationship management. |
| managing customer relationships a strategic framework ebook: Connected Strategy Nicolaj Siggelkow, Christian Terwiesch, 2019-04-30 Business Models for Transforming Customer Relationships What if there were a way to turn occasional, sporadic transactions with customers into long-term, continuous relationships--while simultaneously driving dramatic improvements in operational efficiency? What if you could break your existing trade-offs between superior customer experience and low cost? This is the promise of a connected strategy. New forms of connectivity--involving frequent, low-friction, customized interactions--mean that companies can now anticipate customer needs as they arise, or even before. Simultaneously, enabled by these technologies, companies can create new business models that deliver more value to customers. Connected strategies are win-win: Customers get a dramatically improved experience, while companies boost operational efficiency. In this book, strategy and operations experts Nicolaj Siggelkow and Christian Terwiesch reveal the emergence of connected strategies as a new source of competitive advantage. With in-depth examples from companies operating in industries such as healthcare, financial services, mobility, retail, entertainment, nonprofit, and education, Connected Strategy identifies the four pathways--respond-to-desire, curated offering, coach behavior, and automatic execution--for turning episodic interactions into continuous relationships. The authors show how each pathway creates a competitive advantage, then guide you through the critical decisions for creating and implementing your own connected strategies. Whether you're trying to revitalize strategy in an established company or disrupt an industry as a startup, this book will help you: Reshape your connections with your customers Find new ways to connect with existing suppliers while also activating new sources of capacity Create the right revenue model Make the best technology choices to support your strategy Integrating rich examples, how-to advice, and practical tools in the form of workshop chapters throughout, this book is the ultimate resource for creating competitive advantage through connected relationships with your customers and redefined connections in your industry. |
| managing customer relationships a strategic framework ebook: The Definitive Guide to Social CRM Barton J. Goldenberg, 2015-02-24 Make Social CRM work! This book presents the first proven framework and step-by-step methodology for driving maximum value from Social CRM throughout sales, marketing, customer service, and beyond. Barton Goldenberg,the field’s #1 expert, offers a proven, four-step methodology for succeeding with Social CRM work in any B2B, B2C, or B2B2C organization. You’ll learn how to integrate people, process and technology to optimize relationships with every customer, achieve seamless collaboration across customer-facing functions, and make the most of today’s leading social platforms. Goldenberg shows how to: • Systematically harvest information from Social Media conversations and communities: Facebook, Twitter, LinkedIn, Google+, and beyond • Integrate this information into expanded customer profiles • Use these profiles to personalize customer service, marketing messages, and sales offers far more effectively Goldenberg assesses the changing impact of social media on customer relationships, identifies smarter ways to profitably integrate it throughout your business, guides you through Social CRM planning and implementation, and examines key challenges and opportunities in leveraging Social CRM after you’ve deployed it. You’ll find practical advice on issues ranging from strategy to software selection, vendor negotiation to team development and day-to-day operations. Goldenberg concludes by previewing the future of Social CRM — and the fast-changing customer tomorrow’s systems must serve. For all executive decision-makers, managers, and implementers who are involved in, planning, or considering Social CRM initiatives. |
| managing customer relationships a strategic framework ebook: EBOOK: Principles of Services Marketing Adrian Palmer, 2013-01-16 Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout toreflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis onemerging and global economies, it’s been restructured to give clearer focus on key issues of efficiency,accessibility and customer experience. This authoritative text develops an indispensable framework forunderstanding services, their effective marketing and how this drives value creation. Key Features •Opening vignettes introduce a chapter’s key themes with short examples that present topics in familiar, everyday scenarios students can relate to •Longer case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding •‘In Practice’ vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers •‘Thinking Around the Subject’ boxes examine the operational challenges of putting theory in to practice •‘Summary & links to other chapters’ reinforce the main topics covered and how they fit within the wider context of services marketing to improve overall understanding of the subject •Expanded coverage of key topics such as service dominant logic, servicescapes and the use of social media explore the latest theory and practice •Reflects the importance of marketing for public services and not-for-profit organizations •Includes new chapters on service systems and the experiential aspects of service consumption. |
| managing customer relationships a strategic framework ebook: EBOOK: Retail Marketing ENNIS, SEAN, 2015-10-16 EBOOK: Retail Marketing |
| managing customer relationships a strategic framework ebook: The Impact of the Digital Consumer's Emotional Intelligence in Relation to the Moral Values Promoted in E-Business Ioana Bucur-Teodorescu, 2021-02-25 The study on the impact of the digital consumer's emotional intelligence based on the moral values promoted in e-business presents an actual interdisciplinary topic in the context of the digital age. The research proposes an original approach to e-business and digital consumer in terms of moral values and emotional intelligence. The Internet has positive effects on consumers and organizations when it is used properly to improve the quality of life. New consumers are more selective, receptive and interested in new technologies. Digital consumers have the opportunity to get informed quickly about products/services offers and e-business provides a simplified acquisition process through diversity and accessibility. |
| managing customer relationships a strategic framework ebook: Show Me, Don't Tell Me Dave Holston, 2015-07-17 A guide to strategic communication for stronger brands! Powerful brands succeed because of the quality of the long-term relationships they establish with customers and stakeholders. At their foundation, these relationships are built upon consistent and meaningful strategic communications. These communications are developed around a framework that defines business goals, considers the audience's needs, surveys the competitive environment, identifies a unique value proposition and establishes a metric for success. Strategic communications are also integrated, bringing together marketing, public relations and internal communications. They are accountable through measurement, and they are accountable to their stakeholders, the various publics and their customers. In this book, author David Holston takes the daunting task of smart communication and makes it manageable in just four steps. Holston has worked in the areas of marketing, advertising, communication planning, design management and public affairs for leading organizations for the past 25 years. He is also a national speaker and the author of two additional books, The Strategic Designer: Tools and Techniques for Managing the Design Process and Design for Online Engagement: SEO, Content and Design Optimization for Editors and Designers. This indispensable guide provides you with a process for developing visual strategic communications that are sure to help your brands succeed. |
| managing customer relationships a strategic framework ebook: Business-to-Business Marketing Ross Brennan, Louise Canning, Raymond McDowell, 2014-04-23 This comprehensive yet concise text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. New to this edition: More coverage of digital marketing and social media in relation to B2B More coverage of issues relating to sustainability and corporate social responsibility More visual features and an update of the ‘B2B Snapshots’ New international examples and case studies including Zara, eBay, DHL, LinkedIn, and the horsemeat scandal This new edition also includes more extensive online resources including full lecturer materials with new exam questions and further materials for students including video links, further case studies, a quiz and open access links to relevant SAGE journal articles per chapter. The text is relevant to all students taking a university module in B2B marketing at undergraduate or postgraduate levels. It will also be relevant to researchers and practitioners in the area of B2B marketing. Electronic inspection copies are available for instructors. |
| managing customer relationships a strategic framework ebook: Dynamic Capabilities and Relationships Tomás Bayón, Martin Eisend, Jochen Koch, Albrecht Söllner, Markus Vodosek, Heinz-Theo Wagner, 2021-10-27 Building on the seminal work of David Teece, Kathleen Eisenhardt, Jeffrey Martin, and others, this volume applies the concept of dynamic capabilities to help readers understand how organizations can be successful in highly dynamic environments. The contributions, written by researchers who participated in the research program Dynamic Capabilities and Relationships and international researchers who participated in the program’s international conference (both funded by the Dieter Schwarz Foundation), highlight state-of-the-art research on dynamic capabilities and relationships. They also put forward an integrated management approach for the purpose of understanding, analyzing, and managing the successful creation and adaptation of capabilities and relationships. |
| managing customer relationships a strategic framework ebook: Customer Relationship Marketing: Theoretical And Managerial Perspectives Naresh K Malhotra, James Agarwal, 2020-12-04 Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows: |
| managing customer relationships a strategic framework ebook: Media Strategies Jane Johnston, Katie Rowney, 2020-07-16 Media Strategies maps the complex and disruptive media environment for the communication professional and provides the tools and methods to work effectively within it. Increasingly, communication professionals need to be accomplished content managers, capable of employing an arsenal of multi-media tactics across different platforms. This book presents new and innovative approaches to media relations, brand journalism and content management, providing practitioners with the tools to creatively develop, share and deliver strategic media assets and ideas that cut through the cluttered digital environment. The authors also demonstrate that personal and traditional skills are as important as ever, including the ability to tell stories, create memorable media pitches, write and lay-out media materials, and develop credibility and trust in relationships. Media Strategies sets a new agenda for anyone seeking to build a career as a professional communicator. It includes examples from around the world, from corporate, political, government, not-for-profit and activist communication and public relations practice. 'The game has changed. Communications professionals should look to this as their guide when navigating a swiftly changing media landscape.' Ross Healy, Brand Social Media Specialist 'Media Strategies cuts through the hype to show how you can build your skills and excel as a communicator in both traditional media and the disruptive digital media platforms.' Elissa Trezia, Financial Technology PR Executive, Indonesia 'An excellent guide to the complex media landscape.' Catherine Archer, Academic Chair, Strategic Communication, Murdoch University |
| managing customer relationships a strategic framework ebook: The Strategic Management of Information Systems Joe Peppard, John Ward, 2016-04-18 A comprehensively updated revision of a book regarded by many as one the leading and authoritative titles for practitioners, academics and students in the domain of information systems and technology (IS/IT) strategy. Presents a structured framework with tools, techniques and ways of thinking which provide a practical approach to building a digital strategy, expressed primarily in the language of business and management. Brings together the implications of the significant advances in IT and the most useful current thinking, research, and experiences concerning the business impact and strategic opportunities created by IS/IT. Peppard and Ward discuss the key questions that managers have to grapple with of where, when and how to invest in IS/IT, which is why a IS/IT (or digital) strategy is required. |
| managing customer relationships a strategic framework ebook: Strategic Customer Service John A. GOODMAN, 2009-05-13 The success of any organization depends on high-quality customer service. But for companies that strategically align customer service with their overall corporate strategy, it can transcend typical good business to become a profitable word-of-mouth machine that will transform the bottom line. Drawing on over thirty years of research for companies such as 3M, American Express, Chik-Fil-A, USAA, Coca-Cola, FedEx, GE, Cisco Systems, Neiman Marcus, and Toyota, author Goodman uses formal research, case studies, and patented practices to show readers how they can: • calculate the financial impact of good and bad customer service • make the financial case for customer service improvements • systematically identify the causes of problems • align customer service with their brand • harness customer service strategy into their organization's culture and behavior Filled with proven strategies and eye-opening case studies, this book challenges many aspects of conventional wisdom—using hard data—and reveals how any organization can earn more loyalty, win more customers...and improve their financial bottom line. |
| managing customer relationships a strategic framework ebook: The Definitive Guide to Order Fulfillment and Customer Service CSCMP, Stanley E. Fawcett, Amydee M. Fawcett, 2013-12-16 This is the most authoritative and complete guide to planning, implementing, measuring, and optimizing world-class supply chain order fulfillment and customer service processes. Straight from the Council of Supply Chain Management Professionals (CSCMP), it brings together up-to-the-minute knowledge and best practices for all facets of order fulfillment and customer service process management, from initial customer inquiry through post sales service and support. CSCMP and contributor Stanley Fawcett introduce crucial concepts ranging from customer order cycles to available-to-promise and supply chain RFID to global order capture networks. The Definitive Guide to Order Fulfillment and Customer Service imparts a deep understanding of each crucial process, helping readers optimize your most important customer contacts. Coverage includes: Basic concepts of order fulfillment and customer service, and their essential roles in meeting customer expectations Key elements and processes in order fulfillment and customer service, and interactions amongst them Principles and strategies for establishing efficient, effective, and sustainable order fulfillment and customer service processes The critical role of technology in managing order fulfillment and customer service processes Requirements and challenges of global order fulfillment and customer service processes Best practices for assessing the performance of order fulfillment and customer service processes using standard metrics and frameworks For all supply chain and operations managers, students, and other business professionals and decision-makers who are concerned with order fulfillment or customer service. |
| managing customer relationships a strategic framework ebook: Marketing with Strategic Empathy Claire Brooks, 2016 Empower teams to engage together in immersive 'strategic learning' about consumers, and use this learning to create a blueprint for flexible marketing planning. |
| managing customer relationships a strategic framework ebook: Managing at the Speed of Change Daryl R. Conner, 1993-01-19 This classic, newly updated, is an indispensable source for anyone–from mid-level managers to CEOs–who must execute key business initiatives quickly and effectively. Once groundbreaking and now time-honored, Managing at the Speed of Change has helped countless business leaders learn how to orchestrate transitions vital to their organizations’ success. Rather than focusing on what to change, this book’s aim is far more valuable: It shows readers how to change. Daryl R. Conner, founder and chairman of the consulting firm Conner Partners, is a leading expert on change management. He has served as “change doctor” for clients that include non-profit enterprises, government agencies and administrations, and Fortune 500 companies in an array of industries such as Abbott Laboratories, PepsiCo, American Express, Catholic Healthcare West, JPMorgan Chase, and the U.S. Navy. Based on Conner’s long-term research and his decades of consulting experience, Managing at the Speed of Change uses simple, easy-to-understand language and elegant visuals to explore the dynamics of change, and in doing so, teaches readers • why major change is difficult to assimilate • what distinguishes resilient individuals from those who suffer future shock • how and why resistance forms • how people become committed to change • why organizational culture is so important to the success of change • the roles most central to change in organizational settings • why powerful teamwork is at the heart of achieving change objectives, and how to foster it In this pioneering book, updated for the twenty-first century, Conner demonstrates how both individuals and organizations can develop the capacity not only to endure change but to thrive on it. |
| managing customer relationships a strategic framework ebook: Market-Led Strategic Change Nigel F. Piercy, 2012-05-04 The third edition of Market-Led Strategic Change builds on the massive success of the previous two editions, popular with lecturers and students alike, presenting an innovative approach to solving an old problem: making marketing happen! In his witty and direct style, Nigel Piercy has radically updated this seminal text, popular with managers, students, and lecturers alike, to take into account the most recent developments in the field. With a central focus on customer value and creative strategic thinking, he fully evaluates the impact of electronic business on marketing and sales strategy, and stresses the goal of totally integrated marketing to deliver superior customer value. Reality Checks throughout the text challenge the reader to be realistic and pragmatic. The book confronts the critical issues now faced in strategic marketing: · escalating customer demands driving the imperative for superior value · totally integrated marketing to deliver customer value · the profound impact of electronic business on customer relationships · managing processes like planning and budgeting to achieve effective implementation At once pragmatic, cutting-edge and thought-provoking, Market-Led Strategic Change is essential reading for all managers, students and lecturers seeking a definitive guide to the demands and challenges of strategic marketing in the 21st century. |
| managing customer relationships a strategic framework ebook: Bullseye Marketing: How to Grow Your Business Faster Louis Gudema, 2018-06-25 In Bullseye Marketing, Louis Gudema describes an intuitive, three-phase marketing method for companies to grow faster. The book includes hundreds of tips and best practices, and over 100 full-color examples. |
| managing customer relationships a strategic framework ebook: Managing for the Long Run Danny Miller, Isabelle Le Breton-Miller, 2005 Fidelity, Hallmark, Michelin, and Wal-Mart are renowned industry powerhouses with long leadership track records. Yet these celebrated companies are united by another factor not generally equated with competitive success: They are all family-controlled businesses. While many view the hallmarks of family businesses—stable strategies, clan cultures, and unencumbered family ownership—as weaknesses, Danny Miller and Isabelle Le Breton-Miller argue that it is these very characteristics that create formidable competitive advantages for many such firms. Managing for the Long Run draws from a worldwide study of enduring, family-run organizations—including Cargill, Timken, L.L. Bean, The New York Times, and IKEA—to reveal their unconventional success strategies and how these strategies can be adopted and applied in any organization. Miller and Le Breton-Miller show how four driving passions of family-run firms—command, continuity, community, and connection—give rise to a set of practices that defy modern management thinking yet ensure a company’s long term competitive advantage. Outlining how these practices can enhance strategic efforts from operations to brand leadership to innovation, this book shows what every company must do to manage for the long run. |
| managing customer relationships a strategic framework ebook: Strategic Retail Management Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein, 2016-10-07 This book is devoted to the dynamic development of retailing. The focus is on various strategy concepts adopted by retailing companies and their implementation in practice. This is not a traditional textbook or collection of case studies; it aims to demonstrate the complex and manifold questions of retail management in the form of twenty lessons, where each lesson provides a thematic overview of key issues and illustrates them via a comprehensive case study. The examples are all internationally known retail companies, to facilitate an understanding of what is involved in strategic retail management and illustrate best practices. In the third edition, all chapters were revised and updated. Two new chapters were added to treat topics like corporate social responsibility as well as marketing communication. All case studies were replaced by new ones to reflect the most recent developments. Well-known retail companies from different countries, like Tesco, Zalando, Hugo Boss, Carrefour, Amazon, Otto Group, are now used to illustrate particular aspects of retail management. |
| managing customer relationships a strategic framework ebook: Management for Social Enterprise Bob Doherty, George Foster, Chris Mason, John Meehan, Karon Meehan, Neil Rotheroe, Maureen Royce, 2009-03-19 `Management for Social Enterprise is a great introduction to the rich variety of social enterprises in the UK. It is also a useful tool to help us to build more effective social enterprises that really deliver on their missions by people who have hands on experience. This is just what the rapidly growing social enterprise sector needs, a management manual to help us take social enterprises to the next level by people who have hands on experience′ - Sophi Tranchell, Managing Director of Divine Chocolate Ltd and Cabinet Office sponsored Social Enterprise Ambassador `The recent explosive growth in the number of social enterprises, their diverse and dynamic nature, and the upsurge in research about them all makes this a potentially bewildering field of knowledge to explore. This book provides a clear and timely guide to the management challenges involved in understanding and running social enterprises, and underlines why their unique nature requires something more than just standard business school wisdom′ - Ken Peattie, Professor of Marketing and Strategy, Cardiff Business School, and Director of the ESRC Centre for Business Relationships, Accountability, Sustainability and Society `Provides a good introduction to the management of social enterprises touching on a broad range of topics and will help those invovled in managing social enterprises and those trying to understand more about the sector. It draws on the experience of those who have worked in the social enterprise sector in a range of countries and are passionate about developing it′ - Fergus Lyon, Professor of Enterprise and Organizations, Middlesex University Overviewing the key business topics required by social entrepreneurs, and managers in social enterprises Management for Social Enterprise covers strategy, finance, ethics, social accounting, marketing and people management. Written in direct, accessible language by a team of authors currently teaching and researching in this sector, each chapter is fully supported with learning resources. Chapters include brief overviews, further reading, suggested web resources and, importantly, international case studies, drawing on real-life business examples. This book is essential reading for students and practitioners of Social Entrepreneurship and Social Enterprise, but will also be of use to anyone with an interest in management, corporate responsibility, ethics or community studies. |
| managing customer relationships a strategic framework ebook: Brand Admiration C. Whan Park, Deborah J. MacInnis, Andreas B. Eisingerich, 2016-09-16 Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach. |
| managing customer relationships a strategic framework ebook: Stakeholder Relationship Management Lynda Bourne, 2016-04-01 In any activity an organisation undertakes, whether strategic, operational or tactical, the activity can only be successful with the input, commitment and support of its people - stakeholders. Gaining and maintaining the support and commitment of stakeholders requires a continuous process of engaging the right stakeholders at the right time and understanding and managing their expectations. Unfortunately, most organisations have difficulty implementing such culture change, and need assistance and guidance to implement a consistent process for identification and management of stakeholders and their changing expectations. As a continuous improvement process, stakeholder management requires understanding and support from everyone in the organisation from the CEO to the short-term contractor. This requires the concepts and practices of effective stakeholder management to become embedded in the culture of the organisation: 'how we do things around here', this book provides the 'road map' to help organisations achieve these objectives. The text has two specific purposes. Firstly, it is an 'how-to' book providing the fundamental processes and practices for improving stakeholder management in endeavours such as projects, and program management offices (PMO), it also gives guidance on organisational survival during mergers and acquisitions, preparing for the tender bidding, and marketing campaigns. Secondly, Lynda Bourne's book is for organisations that have recognised the importance of stakeholder engagement to their success, it is a guidebook for assessing their current maturity regarding implementation of stakeholder relationship management with a series of guidelines and milestones for achieving the preferred level of maturity. |
| managing customer relationships a strategic framework ebook: Customer Devotion Mike Case, 2019-04-08 Customer Devotion provides readers with a step-by-step guide for turning customers into passionate advocates. Loyal customers are the key to successful brands. Whether you are a business analyst, the Chief Marketing Officer or anything in between Customer Devotion provides you a detailed roadmap for increasing customer revenue. Regardless of industry, following these proven methods can help you dramatically grow your brand. Mike Case is a recognized and award-winning marketer with decades of experience dramatically growing start-up, mid-sized and fortune 500 brands. Read the book that legendary loyalty marketing pioneer Hal Brierley described as a must read for anyone engaged in managing customer relationships. |
| managing customer relationships a strategic framework ebook: Beyond the Sales Process Steve Andersen, Dave Stein, 2016-04-04 If you want to gain the winning edge for your sales performance, it’s time to embrace the entire customer life cycle. Your job may be all about sales, but not your customers. Did you know that the average executive spends less than 5 percent of their time engaged in the buying of products and services? Therefore, sales professionals who focus solely on the moment of the sale have made a fatal miscalculation in understanding their customers. Beyond the Sales Process provides you with a proven methodology for driving success before, during, and after every sale. Featuring instructional case studies from companies such as Hilton Worldwide, Merck, and Siemens, this resource reveals 12 essential strategies for salespeople wanting to take their performance to a whole new level, including: Research your customer Build a vision with them for their own success Understand your customer’s drivers, objectives, and challenges Create and realize value together Leverage your results to forge lasting--and mutually beneficial—relationships If you want to successfully sell to your customers, you need to know your customers…beyond the sales process! |
| managing customer relationships a strategic framework ebook: Strategic Marketing Management, 9th Edition Chernev, Alexander, 2018-01-01 |
| managing customer relationships a strategic framework ebook: The Stakeholder Strategy Ann Svendsen, 1998-11-05 The Stakeholder Strategy shows business leaders and managers how to establish and maintain positive, mutually beneficial stakeholder relationships. |
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