Gamble, P. 　著

内容

目次

Forewords Acknowledgements 1 Customer relationship marketing: one moretime? Why is relationship marketing important? Is customer relationshipmarketing profitable? Customer-led or market oriented? What's differentabout customer relationship marketing? Problems with functionalmarketing The evolution of customer relationship marketing The basis ofa customer relationship marketing audit Gaining a competitive edgeVirtual products and services Personal contact Summary 2 Relationshipswith customers Who is a customer? Levels of relationship Consumerbuying models Business-to-business buying models Customer relationshipmarketing and the sales process Summary 3 Buy-in, policies and plansBuy-in top to bottom Strategy as fit and strategy as stretchTransforming the organization Top down leadership Bottom up managementCore process redesign Summary Checklist for REAP planning 4 Measuringthe impact Ten guidelines for a relationship marketing strategy Keyperformance indicator (KPI) measures The KPI hierarchy Quantifyingrelationship marketing Fixing the budget Summary 5 Segmentation and thetop vanilla offer Traditional and relationship marketing planningDeveloping the capability for relationship marketing Customermanagement differentiation Segmentation A practical approach tosegmented relationships The top vanilla approach Key principles of topvanilla The risks of top vanilla Summary 6 Getting the show on the roadIntroduction Barriers to implementation The implementation programmeEvaluating current practice Developing the business case Customercontact strategy Customer management key performance indicators Summary7 Customer loyalty and continuity What is customer loyalty? Loyalty andproduct type Which customers do you want to be loyal? Customeracquisition - six steps to success Customer retention - six steps tosuccess Loyalty management - six steps to success Are loyalty schemeswin-win? Summary - ten steps to successful loyalty schemes 8Transparent marketing, customer value and process managementTransparent marketing Do customers want transparent relationships?Customer value management and process contribution assessment Summary 9Customer knowledge management Why manage knowledge? Tacit knowledge,explicit knowledge and products Implementing knowledge management -critical success factors Making knowledge management a reality - sevensteps to success Customer knowledge management and organizationalalignment Summary 10 The technical part - systems and data The role ofsystems Tactics and strategy Choosing the first project Updatingcurrent IT systems Supporting hybrid channel management The role of thedata warehouse Combining analysis and action The impact of mergers andacquisitions Summary 11 Managing good and bad customers The moral mazeWhat is a good customer? What is a bad customer? Predicting goodnessand badness Managing the risk Dealing with complaints The customerperspective Organizational and business customer management