Customer Management Scorecard

Author: Woodke Ke
Publisher:
Publish Date: 2004-06-01
Features: This book is divided into 5 parts. Part 1 elaborates on the global research findings of QCi Company in studying the current state of customer management. Parts 2 to 5 contain in-depth research papers on various aspects of customer relationship management. In the upper part of the book, the term "customer management" is frequently used—please note that it is not "customer relationship management." This is because CMAT does not assume that the customers of the companies being evaluated are managed through customer relationships. In Parts 2 to 5, the term "customer relationship management" is used more frequently, as these chapters focus on scenarios where customers are managed through relationships. The authors of this book come from IBM, Ogilvy Client Marketing, and QCi Company. They analyze the customer relationship management of over 300 successful blue-chip enterprises worldwide with professional expertise and unique insights, summarizing benchmarks that allow companies to compare their CRM levels with global best practices. They also develop a systematic model for evaluating customer management at all levels of the enterprise—the Customer Management Assessment Tool (CMAT). In addition, the authors propose new approaches to improving customer management based on their global practical analysis, such as the 4:1 Rule, E-CRM, Employee Loyalty and Customer Loyalty, and translate them into actionable levels. They provide detailed descriptions of the best practices in customer relationship management that can deliver a return on investment. Target Audience: Managers in enterprises, consultants, and developers of customer management systems.