Customer Relationship Management: Creating Competitive Advantage Through Win-win Relationship StrategiesTo develop the long-term relationships necessary to survive the intense global competition of the modern era, businesses must strive to meet customers needs as never before. This book is a result of an extensive research project that studied new ideas in marketing, and how these strategies are being applied throughout the US and Europe. The case studies provided demonstrate the ability of effective CRM programmes to refine customer relationships and increase their value. |
Contents
ARE YOU MANAGING YOUR CUSTOMERS | 6 |
A MEASURE OF CRM SUCCESS | 14 |
EXCHANGING RESOURCES | 20 |
Copyright | |
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Common terms and phrases
activities adapt affinity group basis behavior benefit bonds Charles Kinsey clasp strategy company needs company's competence contact lens create value cross-functional teams customer base level customer data customer encounters CUSTOMER RELATIONSHIP MANAGEMENT customer relationships customer satisfaction customer share customer's process customer's value creation database develop relationships developing the relationship different customer different relationship Draeger's efficient emotion Encounter Encounter ensure evaluate example exchange feel function Harvard Business Review Harvard Business School implementation important increase relationship value industry invest involves knowledge Lane Group manage customer marketing McDonald's Office Equipment Ltd operations organization organizational organizational memory parties personnel portfolios possible potential problem provider provider's purchasing department rela relationship costs relationship level relationship management relationship profitability relationship strategies relationship structure result role script sell servicescape ship significant situation Strandvik thinking tion tionship Tom Peters tomer unprofitable value creation process velcro strategy zipper strategy