Up Close and Personal?: Customer Relationship Marketing at Work
CRM remains the biggest revolution yet in marketing, the power of new technology having swept it to the forefront of management thinking. Although based on apparently simple ideas, involving keeping in touch and responding to customer contacts, many companies still shy away from the daunting task of building a relationship with thousands or even millions of people. Up Close & Personal? provides practical new insights into effective customer relationship marketing. The book explores in depth a variety of issues including *strategies, policies and plans; *measuring the impact; *segmentation; *the implementation programme; *customer loyalty and continuity; *transparent marketing, customer value and process management; *customer knowledge management; *technical systems and data management; *managing good and bad customers; and *establishing ROI and satisfying the board. Based on worldwide research into CRM supported by IBM, Up Close & Personal? brings together the work of four leading experts in the field: Gamble, Stone, Woodcock and Foss.
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2 Relationships with customers
3 Buyin policies and plans
4 Measuring the impact
5 Segmentation and the top vanilla offer
6 Getting the show on the road
7 Customer loyalty and continuity
8 The customer experience transparent marketing and customer value management
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achieve activities analysis approach areas bad customers behaviour benefits brand Brittany Ferries call centre campaign cent channels Clubcard company’s competitive competitors costs create cross-selling customer base customer contact customer data customer experience customer information customer loyalty customer management customer needs customer relationship management customer relationship marketing customer satisfaction customer service customer value customer’s data mining direct marketing effective employees ensure enterprise example feedback financial services focus groups identify implementation important improved increased interaction investment key performance indicators knowledge management KPIs lifetime value loyalty card loyalty programme loyalty scheme measures offer organization performance planning potential problem product or service products and services profit purchase rates rela relationship management response retail retention revenue segmentation share staff supplier tacit knowledge target telemarketing Tesco tionship top vanilla transaction transparent marketing understand upselling winback