Managing customer experience and relationships : a strategic framework / Don Peppers, Martha Rogers.

Includes index.

Includes bibliographical references and index.

Managing Customer Experience and Relationships: A Strategic Framework; Contents; Foreword: The View from Here; Preface; Acknowledgments; About the Authors; Part I Principles of Managing Customer Experience and Relationships; Chapter 1 Evolution of Relationships with Customers and Strategic Customer Experiences; Roots of Customer Relationships and Experience; Focusing on Customers Is New to Business Strategy; Managing Customer relationships and experience is a Different Dimension of Competition; Technology Accelerates-It Is Not the Same as-Building Customer Value. What Is a Relationship? Is That Different from Customer Experience?Learning Relationships: The Crux of Managing Customer Relationships; The Technology Revolution and the Customer Revolution; Customers Have Changed, Too; Customer Retention and Enterprise Profitability; Summary; Food for Thought; Glossary; Chapter 2 The Thinking Behind Customer Relationships That Leadsto Good Experiences; Why Do Companies Work at Being "Customer-Centric"?; What Characterizes a relationship?; Customer Loyalty: Is It an Attitude? Or a Behavior?; Summary; Food for Thought; Glossary. Part II IDIC Implementation Process: A Model for Managing Customer Relationships and Improving Customer ExperiencesChapter 3 Customer Relationships: Basic Building Blocks of IDIC and Trust; Trust and Relationships Happen in Unison; IDIC: Four Implementation Tasks for Creating and Managing Customer Experiences and Relationships; How Does trust Characterize a Learning relationship?; Becoming More and More Trustable to Customers; Do Things Right and Do the Right Thing; Be Proactive; Relationships Require Information, but Information Comes Only with Trust; How Mobile Phone Companies Operate Today. How a Trustable Mobile Phone Company Would OperateSummary; Food for Thought; Glossary; Chapter 4 Identifying Customers; Individual Information Requires Customer Recognition; Step 1: How Much Customer Identifi Cation Does a Company Already Have?; Step 2: Get Customers to Identify Themselves, Making Sure to Accurately Identify Customers on Any Channel; What Does Identify Mean?; Identification Activities; Customer Identification in a B2B Setting; Customer Identification in a B2C Setting: Unify Omnichannel Marketing Programs; Customer Data Revolution. What Data Do We Need When We Identify a Customer?Why Is Identification Important?; Integrating Data to Identify Customers; Summary; Food for thought; Glossary; Chapter 5 Differentiating Customers: Some Customers Are Worth More Than Others; Customer Value Is a Future-Oriented Variable; Customer Lifetime Value; Recognizing the Hidden Potential Value in Customers; Growing Share of Customer; Different Customers have Different Values; Customer Value Categories; Managing the Mix of Customers; Summary; Food for Thought; Glossary; Chapter 6 Differentiating Customersby Their Needs; Definitions; Needs.

Managing Customer Experience and Relationships, Third Edition positions the customer as central to long-term strategy, and provides essential guidance toward optimizing that relationship for the long haul. By gaining a deep understanding of this critical dynamic, you'll become better able to build and manage the customer base that drives revenue and generates higher margins. A practical framework for implementing the IDIC model merges theory, case studies, and strategic analysis to provide a ready blueprint for execution, and in-depth discussion of communication, metrics, analytics, and more allows you to optimize the relationship on both sides of the table. This new third edition includes updated examples, case studies, and references, alongside insightful contributions from global industry leaders to give you a well-rounded, broadly-applicable knowledge base and a more effective CRM strategy. Ancillary materials include a sample syllabus, PowerPoints, chapter questions, and a test bank, facilitating use in any classroom or training session. The increased reliance on customer relationship management has revealed a strong need for knowledgeable practitioners who can deploy effective initiatives. This book provides a robust foundation in CRM principles and practices, to help any business achieve higher customer satisfaction. Understand the fundamental principles of the customer relationship Implement the IDIC model to improve CRM ROI Identify essential metrics for CRM evaluation and optimization Increase customer loyalty to drive profits and boost margins Sustainable success comes from the customer. If your company is to meet performance and profitability goals, effective customer relationship management is the biggest weapon in your arsenal-but it must be used appropriately. Managing Customer Experience and Relationships, Third Edition provides the information, practical framework, and expert insight you need to implement winning CRM strategy.