Customer Relationship Management

Author: Don Peppers
Publisher:
Publish Date: 2006-01-01
Features: Peppers and Rogers have done a beautiful job! They organically integrate the thoughts of other leaders in the customer relationship management (CRM) field, the best practices of leading companies in this field, and practical frameworks. —Dr. Hui J. Watson, Director of Business Administration, Terry College of Business, University of Georgia, C. Herman, Mary Virginia Terry
For anyone looking to establish effective company strategies in customer-centric markets or sales, Customer Relationship Management is a must-have book. —Dr. Charlotte Mason, Associate Professor of Marketing, J. F. Hurst College of Business, University of North Carolina at Greensboro
Customer Relationship Management introduces useful concepts and provides rich case studies, which for those of us truly responsible for creating one-to-one customer outcomes, closes any excuse for doing poor work. It is the best tool. —Roy, Senior Vice President of Customer Strategy, Marriott International
Any company with customers needs such a reference book over the long term. Peppers and Rogers are the most suitable people to provide this critically important tool in the field they helped create. —Jim Ryan, CEO, Charleson Marketing Group
In today's highly competitive market environment, managing customer relationships, or CRM, is extremely important for a company's profitability and long-term success. To become more customer-centric, experienced managers, IT experts, and senior marketing executives must understand how to build profitable relationships with every customer and how to increase the value of their company by managing customer value in daily management decisions.
The goal of CRM is to establish long-term relationships with customers, creating increasing loyalty and greater profitability. In 1993, Don Peppers and Martha Rogers coined the concept of "one-to-one marketing," sparking a "customer relationship revolution." In this book, they present an analytical framework and basic methods to keep customers coming back for more.
Customer Relationship Management provides an analytical framework for understanding CRM, offering a logical approach for CEOs, CFOs, CTOs, CMOs, privacy officers, HR managers, senior marketing executives, sales teams, distribution managers, university professors, and students. It also outlines marketing methods and management models for managing customer relationships to gain competitive advantages, along with relevant case studies.
Peppers and Rogers have jointly developed many famous principles of customer relationship personalization, including a comprehensive understanding of the historical context of this topic, the development of relationship theory, the IDIC method, performance measurement methods, data management, customer management, corporate organizational structure, sales channels, and the "future store." As one of the earliest textbooks on managing customer relationships, it emphasizes customer strategy and building customer value, as well as the history and latest developments in this field.
The main content of Customer Relationship Management includes:
Early theories and principles of personalized customer relationships;
An overview of relationship theory;
Contributions from revolutionary leaders such as Philip Kotler, Esel Dyesen, Jeff Moore, and Steve Gottin.
Guidance on identifying and segmenting customers based on their value and needs.
The benefits of building interdependent relationships using interactive tools and customer personalization tools.
A description of the importance of customer feedback and privacy.
Measuring successful customer-initiated consultations.
A discussion of the future and revolution in the retail industry.
An appendix that examines the key qualities of a company's CRM leader, providing foundational tools for building a career in managing customer relationships and helping companies treat customer value as a decision-making foundation for top executives.
The techniques proposed in Customer Relationship Management can help any business develop its competitive advantage.