Winning Customer Hearts: CRM Techniques and Case Studies

Author: Yu Zhizhi
Publisher:
Publish Date: 2003-01-01
Features: This book interprets the art of successful marketing from a fresh perspective and unique writing style. While familiarizing readers with traditional foundational theories, it also delves into the emerging marketing theories of recent years—Customer Relationship Management (CRM). In terms of writing style, the author abandons the overly theoretical tone common in marketing books and instead takes a practical approach, focusing on two main themes: "retaining existing customers" and "acquiring new customers." Theories are embedded in practical examples, and each chapter includes varying-length case studies that serve as practical marketing theories for real-world application. Specifically, the book is divided into three parts:
Part 1 is designed to establish the correct marketing mindset for readers. It begins by breaking down five common misconceptions and concludes with five pieces of advice.
Part 2 revolves around the two main themes of "retaining existing customers" and "acquiring new customers." In this section, the author provides quantitative methods to measure marketing performance, laying a mathematical foundation for quantifying CRM approaches.
Part 3 focuses on CRM theory. Here, through the establishment of a customer lens, the various techniques learned earlier will be directly linked to customer loyalty and the company’s profit statement. Internal quality improvements will be guided by customer satisfaction levels. This section also highlights many ongoing factors influencing marketing strategy.
This book is part of the series Manager’s Practical Training Series, which includes: Breaking Through Financial Barriers—Company Financial Management Techniques and Cases, Winning Customer Hearts—Customer Relationship Management Techniques and Cases, Seizing Business Opportunities—Enterprise Strategic Management Techniques and Cases, Unlocking Employee Potential—Human Resource Management Techniques and Cases, and Pursuing Corporate Excellence—Building Core Competencies.