Managing Customer Relationships (PDF)

In today's competitive marketplace, customer relationship
management is critical to a company's profitability and
long-term success. To become more customer focused, skilled
managers, IT professionals and marketing executives must understand
how to build profitable relationships with each customer and to
make managerial decisions every day designed to increase the value
of a company by making managerial decisions that will grow the
value of the customer base. The goal is to build long-term
relationships with customers and generate increased customer
loyalty and higher margins. In Managing Customer Relationships, Don
Peppers and Martha Rogers, credited with founding the
customer-relationship revolution in 1993 when they invented the
term "one-to-one marketing," provide the definitive overview of
what it takes to keep customers coming back for years to come.

Presenting a comprehensive framework for customer relationship
management, Managing Customer Relationships provides CEOs, CFOs,
CIOs, CMOs, privacy officers , human resources managers, marketing
executives, sales teams, distribution managers, professors, and
students with a logical overview of the background, the
methodology, and the particulars of managing customer relationships
for competitive advantage. Here, renowned customer relationship
management pioneers Peppers and Rogers incorporate many of the
principles of individualized customer relationships that they are
best known for, including a complete overview of the background and
history of the subject, relationship theory, IDIC
(Identify-Differentiate-Interact-Customize) methodology, metrics,
data management, customer management, company organization, channel
issues, and the store of the future.

One of the first books designed to develop an understanding of
the pedagogy of managing customer relationships, with an emphasis
on customer strategies and building customer value, Managing
Customer Relationships features:

Pioneering theories and principles of individualized customer
relationships

An overview of relationship theory

Contributions from such revolutionary leaders as Philip Kotler,
Esther Dyson, Geoffrey Moore, and Seth Godin

Guidelines for identifying customers and differentiating them by
value and need

Tips for using the tools of interactivity and customization to
build learning relationships

Coverage of the importance of privacy and customer feedback

Advice for measuring the success of customer-based
initiatives

The future and evolution of retailing

An appendix that examines the qualities needed in a firm's
customer relationship leaders, and that provides fundamental tools
for embarking on a career in managing customer relationships or
helping a company use customer value as the basis for executive
decisions

The techniques in Managing Customer Relationships can help any
company sharpen its competitive advantage.