The Seven Myths of Customer Management (eBook, PDF)
How to be Customer-Driven Without Being Customer-Led
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The Seven Myths of Customer Management (eBook, PDF)
How to be Customer-Driven Without Being Customer-Led
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In this lively and readable book, the authors argue that in recent years far too much has been made of customer satisfaction, and that this has come at the expense of hard-edged consumerism. Whether or not "the customer is king," the first rule of business is to make money. Pragmatic and practical, the book destroys seven key myths about customer management that have gained almost folkloric status, and provides a step-by-step action plan for linking customer service with commercial goals.
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- Produktdetails
- Verlag: John Wiley & Sons
- Seitenzahl: 236
- Erscheinungstermin: 5. August 2005
- Englisch
- ISBN-13: 9780470858813
- Artikelnr.: 37299665
- Verlag: John Wiley & Sons
- Seitenzahl: 236
- Erscheinungstermin: 5. August 2005
- Englisch
- ISBN-13: 9780470858813
- Artikelnr.: 37299665
management: Debunking some established wisdoms. The Dangers of Customer
Leadership. What's Actually Happening? Myth 1: Customer Retention is the
Key to Increased Profitability. Myth 2: Divesting Unprofitable Customers
Will Increase Profitability Overall. Myth 3: Customer Satisfaction Leads to
Customer Loyalty. Myth 4: Repeat Purchase is the Same as Customer Loyalty.
Myth 5: Organisations Should Develop Relationships with their Customers.
Myth 6: One-to-one Marketing is the Ultimate Goal. Myth 7: Technology is
the Primary Enabler of Customer Focus. A Different Approach. 2. Testing the
water: Understanding where you are today. Picking Up Customer Signals.
Business-to-Business Customers. What Research Does Not Tell You. New
Technology, New Danger. Substituting Benchmarking for Thought. Ten Ways to
Gain Real Customer Insight. 3. Look before you leap: Developing a customer
focused strategy. What is customer-focused strategy? Strategy in Context.
Developing Customer Focused Strategy. Appraising the world outside. Seeking
to be different. Leading on Cost. Focusing on markets or customers. The
Customer Lifecycle. Deciding and Evaluating Alternatives. Action Planning.
4. Measuring your way to success: Allocating resources for maximum effect.
The failure of Measurement. Customer attitude Measures. Customer Retention
Measures. Customer Value Measures. The Failure of Management Information
Systems. Towards Customer Value. Customer Value Analysis in Action. The
Pitfalls and Problems. The Benefits of value-based Management. 5. Don't
Keep it too Simple, Stupid: The need for a Segmented Approach. Segment or
Die! Understanding Customers' Needs and Motivations. Collecting the
Data. From Data to Intelligence. From Intelligence to Hypothesis. From
Hypothesis to Appraisal. From Appraisal to Strategy. From Strategy to
Results. Pitfalls and Problems. Segmentation: A Postscript. 6. Lining up
the Ducks: Aligning the Company for Customer Focus. Aligning Finance.
Aligning Product Strategy. Aligning the Proposition: From Product to
Profit. Brand Alignment. Aligning Distribution. Aligning Customer
Communications. Customer Loyalty Programmes. Alignment: A Postscript 7. Are
You the Problem? The Role of Leadership in Creating Customer Focus.
Data-less Decision-making. The Pitfalls of Project Teams. Best Practice is
Sometimes Best Left Alone. Incentivising Inappropriate Behaviour.
Technology Turmoil. Everybody Embraces Change Enthusiastically.
Reorganising for Focus. Changing a Light Bulb. 8. Bringing the Focus Alive:
A Practical Action Plan. An Action Plan for Customer Focus. Managing the
Customer Focus Process. The Internal Review. Customer Dynamics and Needs.
Segment Objectives and Propositions. Customer Management Objectives,
Strategy and Tactics. Channel Strategies and Implementation. Testing and
Performance Measurement. Customer and Market Knowledge Management. Change
Planning. Technology Strategy. Index.
management: Debunking some established wisdoms. The Dangers of Customer
Leadership. What's Actually Happening? Myth 1: Customer Retention is the
Key to Increased Profitability. Myth 2: Divesting Unprofitable Customers
Will Increase Profitability Overall. Myth 3: Customer Satisfaction Leads to
Customer Loyalty. Myth 4: Repeat Purchase is the Same as Customer Loyalty.
Myth 5: Organisations Should Develop Relationships with their Customers.
Myth 6: One-to-one Marketing is the Ultimate Goal. Myth 7: Technology is
the Primary Enabler of Customer Focus. A Different Approach. 2. Testing the
water: Understanding where you are today. Picking Up Customer Signals.
Business-to-Business Customers. What Research Does Not Tell You. New
Technology, New Danger. Substituting Benchmarking for Thought. Ten Ways to
Gain Real Customer Insight. 3. Look before you leap: Developing a customer
focused strategy. What is customer-focused strategy? Strategy in Context.
Developing Customer Focused Strategy. Appraising the world outside. Seeking
to be different. Leading on Cost. Focusing on markets or customers. The
Customer Lifecycle. Deciding and Evaluating Alternatives. Action Planning.
4. Measuring your way to success: Allocating resources for maximum effect.
The failure of Measurement. Customer attitude Measures. Customer Retention
Measures. Customer Value Measures. The Failure of Management Information
Systems. Towards Customer Value. Customer Value Analysis in Action. The
Pitfalls and Problems. The Benefits of value-based Management. 5. Don't
Keep it too Simple, Stupid: The need for a Segmented Approach. Segment or
Die! Understanding Customers' Needs and Motivations. Collecting the
Data. From Data to Intelligence. From Intelligence to Hypothesis. From
Hypothesis to Appraisal. From Appraisal to Strategy. From Strategy to
Results. Pitfalls and Problems. Segmentation: A Postscript. 6. Lining up
the Ducks: Aligning the Company for Customer Focus. Aligning Finance.
Aligning Product Strategy. Aligning the Proposition: From Product to
Profit. Brand Alignment. Aligning Distribution. Aligning Customer
Communications. Customer Loyalty Programmes. Alignment: A Postscript 7. Are
You the Problem? The Role of Leadership in Creating Customer Focus.
Data-less Decision-making. The Pitfalls of Project Teams. Best Practice is
Sometimes Best Left Alone. Incentivising Inappropriate Behaviour.
Technology Turmoil. Everybody Embraces Change Enthusiastically.
Reorganising for Focus. Changing a Light Bulb. 8. Bringing the Focus Alive:
A Practical Action Plan. An Action Plan for Customer Focus. Managing the
Customer Focus Process. The Internal Review. Customer Dynamics and Needs.
Segment Objectives and Propositions. Customer Management Objectives,
Strategy and Tactics. Channel Strategies and Implementation. Testing and
Performance Measurement. Customer and Market Knowledge Management. Change
Planning. Technology Strategy. Index.