Managing Customer Relationships 2nd Ed.

A Strategic Framework

Don Peppers, Martha Rogers

Publisher: Wiley, 2011, 512 pages

ISBN: 978-0-470-42347-9

Keywords: CRM

Last modified: Oct. 7, 2016, 12:01 p.m.

In today's competitive marketplace, managing customer relationships or customer relationship management (CRM) is critical to a company's profitability and long-term success. Fully revised and updated, Managing Customer Relationships, Second Edition contains principles that serve business managers as a useful underpinning for understanding how to build and manage customer relationships. Written by Don Peppers and Martha Rogers, two of the foremost thought leaders in CRM, the new edition contains updated examples, case studies, and references with contributing works from various industry leaders.

  • Part I: Principles of Managing Customer Relationships
    1. Evolution of Relationships with Customers
      • Roots of Customer Relationship Management
      • Traditional Marketing Redux
      • The View from Here (Philip Kotler)
      • What Is a Relationship?
      • Who Is the Customer?
      • Return on Customer: Measuring the Efficiency with Which Customers Create Value
      • The Technology Revolution and the Customer Revolution
      • Initial Assessment: Where Is a Firm on the Customer-Strategy Map?
      • Royal Bank of Canada's 18 Million Loyal Customers
      • CRM ROI in Financial Services
      • Summary
      • Food for Thought
      • Glossary
    2. The Thinking behind Customer Relationships
      • Why Do Companies Work at Being "Customer-Centric"?
      • What Characterizes a Relationship?
      • Thinking About Relationship Theory (Julie Edell Britton)
      • Cultivating the Customer Connection: A Framework for Understanding Customer Relationships (James G. Barnes)
      • Customer Loyalty: Is It an Attitude? Or a Behavior?
      • Loyalty Programs
      • Summary
      • Food for Thought
      • Glossary
  • Part II: IDIC Implementation Process: A Model for Managing Customer Relationships
    1. Customer Relationships: Basic Building Blocks of IDIC and Trust
      • Trust and Relationships Happen in Tandem
      • IDIC: Four Implementation Tasks for Creating and Managing Customer Relationships
      • How Does Trust Characterize a Learning Relationship?
      • The Speed of Trust (Stephen M. R. Covey)
      • The Trust Equation: Generating Customer Trust (Charles H. Green)
      • Becoming the Customer’s Trusted Agent
      • The Age of Transparency (Dov Seidman)
      • Corporate Heresy
      • The Man with the Folding Chair
      • Relationships Require Information, but Information Comes Only with Trust
      • CRM Scenario: Governments Develop Learning Relationships with "Citizen-Customers"
      • Summary
      • Food for Thought
      • Glossary
    2. Identifying Customers
      • Individual Information Requires Customer Recognition
      • Real Objective of Frequency Marketing Programs
      • What Does Identify Mean?
      • Customer Data Revolution
      • Role of Smart Markets in Managing Relationships with Customers (Rashi Glazer)
      • Summary
      • Food for Thought
      • Glossary
    3. Differentiating Customers: Some Customers Are Worth More than Others
      • Customer Value Is a Future-Oriented Variable
      • Recognizing the Hidden Potential Value in Customers (Pelin Turunc)
      • Assessing a Customers Potential Value
      • Different Customers Have Different Values
      • Pareto Principle and Power-Law Distributions
      • Customer Referral Value
      • Is It Fair to "Fire" Unprofitable Customers?
      • Dealing with Tough Customers
      • Canada Post: Using Value to Differentiate Customer Relationships (Janet LeBlanc)
      • Summary
      • Food for Thought
      • Glossary
    4. Differentiating Customers by Their Needs
      • Definitions
      • Demographics Do Not reveal Needs
      • Differentiating Customers by Need: An Illustration
      • Scenario: Financial Services
      • Understanding Customer Behaviors and Needs (Kerem Can Özk─▒sacik)
      • Needs May Not Be Rational, but Everybody Has Them
      • Why Doesn’t Every Company Already Differentiate Its Customers by Needs?
      • Categorizing Customers by Their Needs
      • Understanding Needs
      • Community Knowledge
      • Healthcare Firms Care for and about Patient Needs
      • Using Needs Differentiation to Build Customer Value
      • Scenario: Universities Differentiate Students' Needs
      • Summary
      • Food for Thought
      • Glossary
    5. Interacting with Customers: Customer Collaboration Strategy
      • Dialogue Requirements
      • Implicit and Explicit Bargains
      • Do Customers Really Want One-to-One Marketing?
      • Two-Way, Addressable Media: A Sampling
      • Technology of Interaction Requires Integrating across the Entire Enterprise
      • Touchpoint Mapping (Mounir Ariss)
      • Customer Dialogue: A Unique and Valuable Asset
      • Customizing Online Communication (Tom Spitale)
      • Not All Interactions Qualify as "Dialogue"
      • When the Best Contact Is No Contact (Bill Price and David Jaffe)
      • Is the Contact Center a Cost Center, a Profit Center, or an Equity-Building Center? (Judi Hand)
      • Cost Efficiency and Effectiveness of Customer Interaction
      • Complaining Customers: Hidden Assets?
      • Summary
      • Food for Thought
      • Glossary
    6. Customer Insight, Dialogue, and Social Media
      • The Dollars and Sense of Social Media
      • Listening to Customers
      • The Importance of Listening and Social Media (Becky Carroll)
      • Crowd Service: Customers Helping Other Customers (Natalie L. Petouhoff)
      • Age of Transparency
      • Social Media: Power to the People! (Yochai Benkler)
      • Summary
      • Food for Thought
      • Glossary
    7. Privacy and Customer Feedback
      • Permission Marketing (Seth Godin)
      • Individual Privacy and Data Protection (Larry A. Ponemon, Ph.D.)
      • Privacy in Europe Is a Different World
      • European Organization for Economic Cooperation and Development Privacy Guidelines
      • Privacy Pledges Build Enterprise Trust
      • Ten Points to Consider in Developing a Company's Privacy Pledge
      • Submitting Data Online
      • Blown to Bits (Hal Abelson, Ken Ledeen, and Harry Lewis)
      • Universal ID
      • Privacy on the Net (ether Dyson)
      • Summary
      • Food for Thought
      • Glossary
    8. The Payoff of IDIC: Using Mass Customization to Build Learning Relationships
      • How Can Customization Be Profitable?
      • Demand Chain and Supply Chain
      • Mass Customization: Some Examples
      • Technology Accelerates Mass Customization
      • Redefining the Business: Tesco
      • Customization of Standardized Products and Services
      • Value Streams
      • Bentley Systems Creates Value Streams
      • Who Will Write the New Business Rules for Personalization? (Bruce Kasanoff)
      • Culture Rules
      • Summary
      • Food for Thought
      • Glossary
  • Part III: Measuring and Managing to Build Customer Value
    1. Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives
      • Customer Equity
      • What Is the Value Today of a Customer You Don't Yet Have?
      • Customer Loyalty and Customer Equity
      • Return on Customer
      • Return on Customer = Total Shareholder Return
      • Measuring, Analyzing, and Utilizing Return on Customer (Onder Oguzhan)
      • Leading Indicators of LTV Change
      • Stats and the Single Customer
      • Maximize Long-Term Value and Hit Short-Term Targets (Yücel Ersöz)
      • Summary
      • Food for Thought
      • Glossary
    2. Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise
      • Verizon Wireless Uses Analytics to Predict and Reduce Churn
      • CRM in the Cloud
      • Optimizing Customer relationships with Advanced Analytics (Judy Bayer, Ronald S. Swift)
      • Holistic Customer View Is Essential for Managing Customer-Centric Strategies (Jim Goodnight)
      • Boosting Profits by Upselling in Firebrand Real Estate (Yücel Ersöz)
      • Summary
      • Food for Thought
      • Glossary
    3. Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1
      • Capabilities That Yield a Relationship Advantage (George S. Day)
      • Becoming a Customer-Strategy Organization (Marijo Puleo)
      • Relationship Governance
      • Customer Experience Maturity Monitor: The State of Customer Experience Capabilities and Competencies (Jeff Gilleland)
      • Summary
      • Food for Thought
      • Glossary
    4. Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2
      • Pilot Projects and Incremental Change
      • Picket Fence Strategy
      • Segment Management
      • Customer Portfolio Management
      • Transition across the Enterprise
      • Using Up Customers
      • Customer Service Starts when the Customer Experience Fails (Christopher J. Zane)
      • How Do We Fix Service (Bill Price and David Jaffe)
      • Improving Customer Service at an Online Financial Service Firm
      • Transformation from Product Centricity to Customer Centricity (Pelin Turunc)
      • Transition Process for Other Key Enterprise Areas
      • HOW (Dov Seidman)
      • Managing Employees in the Customer-Strategy Enterprise
      • The Everyday Leader (Marilyn Carlson Nelson)
      • Summary
      • Food for Thought
      • Glossary
    5. Where Do We Go from Here?
      • Managing Customer Relationships: The Technology Adoption Life Cycle (Geoffrey A. Moore)
      • Looking To the Future: Business Becomes Truly Collaborative (Paul Greenberg)
      • Leadership Behavior of Customer Relationship Managers
      • Maintain and Increase the Trust of Customers
      • Summary
      • Food for Thought


Managing Customer Relationships

Reviewed by Roland Buresund

Outstanding ********* (9 out of 10)

Last modified: Oct. 7, 2016, 12:01 p.m.

This is a very big book! And it is probably the best book I ever read on the topic CRM. It can be a bit daunting at first, but the authors manage to cover a lot of ground and have excellent explanations.

A book very much worth both the price and the time and effort to read. Highly recommended.


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