Strategic Customer Management

Part I. Introduction: 1. Strategic customer management; Part II. Relationship Marketing: 2. Relationship marketing: development and key concepts; Case study 2.1. Myspace - the rise and fall; Case study 2.2. Placemakers - success factors in the building supplies sector; 3. Customer value creation; Case study 3.1. BT (British Telecommunications) - creating new customer value propositions; Case study 3.2. Zurich Financial Services - building value propositions; 4. Building relationships with multiple stakeholders; Case study 4.1. AirAsia spreads its wings; Case study 4.2. The City Car Club, Helsinki - driving sustainable car use; 5. Relationships and technology: digital marketing and social media; Case study 5.1. Hippo in India - using Twitter to manage the supply chain; Case study 5.2. Blendtec - the 'will it blend' viral marketing initiative; Part III. Customer Relationship Management: Key Processes: 6. Strategy development; Case study 6.1. Tesco - the relationship strategy superstar; Case study 6.2. Samsung - from low-cost producer to product leadership; 7. Enterprise value creation; Case study 7.1. Coca-Cola in China - bringing fizz to the Chinese beverages market; Case study 7.2. Sydney Opera House - exploring value creation strategies; 8. Multi-channel integration; Case study 8.1. TNT - creating the perfect customer experience; Case study 8.2. Guinness - delivering the 'Perfect Pint'; 9. Information and technology management; Case study 9.1. Royal Bank of Canada - building client service commitment; Case study 9.2. The DVLA - innovating with CRM in the public sector; 10. Performance assessment; Case study 10.1. Sears - the service profit chain and the Kmart merger; Case study 10.2. The Multinational Software Company - driving results with a metrics dashboard; Part IV. Strategic Customer Management Implementation: 11. Organising for implementation; Annex: the comprehensive CRM audit; Case study 11.1. Nationwide Building Society fulfilling a CRM vision; Case study