Customer Marketing Strategy (How to Implement Customer Relationship Management and Profit from It)

Author: (USA) Cory
Publisher:
Publish Date: 2003-01-01
Features: Today, the hottest topic in the field of marketing is undoubtedly "Customer Relationship Management (CRM)"—a discipline that focuses on how to identify, attract, and maintain a company's most valuable customers. CRM expert Jay Cory and his son, internet expert Adam Cory, spent over a decade testing, experimenting, and applying strategies in numerous companies to complete this book. This book systematically introduces the strategies urgently needed by small and medium-sized business owners in a clear and progressive manner, guiding them on how to "strike gold" in this new wave of marketing. Jay Cory explains in the book why CRM can help managers achieve rapid profit growth after implementing a customer-centric strategy. He also uses simple and easy-to-understand charts to introduce the "Customer Pyramid" as a tool, categorizing customers into "Top-Tier," "High-End," "Mid-Tier," and "Low-End" levels, thereby helping readers more vividly understand, analyze, and improve customer profitability. By following the three steps of the customer marketing strategy, success will come as expected. (1) Integrate new customers into your "pyramid"; (2) Push customers up to higher levels of the "pyramid"; (3) Retain customers within the "pyramid." To combine the core theories of CRM with actionable methods, this book uses the case study of "Intertek" to demonstrate the practical application of a customer-centric strategy. In this easy-to-understand and highly practical book, the latter part is dedicated to the internet. Adam Cory uses the "Permission Pyramid" and "E-Customer Marketing Pyramid" as tools to reveal the characteristics of "online customer relationships" and teaches readers how to leverage these relationships to build, maintain, and upgrade new customer groups. This section includes several small case studies and tips to help managers use the internet to improve their existing business and sales activities. At the end of the book, some basic indicators are proposed for evaluating and measuring e-commerce examples. The focus of Customer Marketing Strategy remains on how to "implement" this practical aspect. This book is timely and indispensable for small and medium-sized business owners and managers of business units in large companies.