Ian Gordon

Managing the New Customer Relationship (eBook, PDF)

Strategies to Engage the Social Customer and Build Lasting Value

• Format: PDF

Produktbeschreibung

Effectively engage your customers with the latest relationship marketing techniques Managing the New Customer Relationship builds upon the foundations of customer relationship marketing (CRM) and provides practical methods and effective tools to help companies manage existing customer relationships, develop new ones organically, and grow their businesses. Companies have long recognized that current customers are their most profitable and that strategies are better focused on customer retention than acquisition. Relationship marketing, with all its complexity, requires new strategies, technology, and techniques. Managing the New Customer Relationship provides effective solutions and wisdom in fostering good customer relations. * Existing customers may be more forgiving and helpful when it comes to new ideas, cost management and testing new concepts * Bundling goods and services or offer them through multiple channels can contribute to profitability, to accommodate customer inertia * Existing customers can reduce marketing costs by using social media, replacing missionary selling with positive word-of-mouth Your current customers are your best customers. And when you give them the attention they deserve in the most effective ways, you'll watch your revenues grow faster than ever before.

Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 352
• Erscheinungstermin: 20. März 2013
• Englisch
• ISBN-13: 9781118255902
• Artikelnr.: 38240541

Autorenporträt

Ian Gordon is a management consultant with over thirty years of marketing and strategy experience. He is president of Convergence Management Consultants in Toronto, Canada, where he heads the Relationship Marketing-CRM practice, assisting clients to develop customer acquisition and relationship management strategies. He has worked with companies such as Alcan, Amadeus, Apple, Bell Canada, Canada Post, Chrysler, Eastman Kodak, Ethyl, Experian, Ford Electronics, General Electric, Goodyear, HP/Compaq, IBM, Kodak Canada, MasterCard, Microsoft, Mitel, NCR, Nortel Networks, Ontario Power Generation, Parker Hannifin, RBC, Thomson Reuters, Toshiba, Westinghouse and Xerox. Ian is author of three previous books including the best-selling Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever (John Wiley & Sons Canada, 1998). He was the founding president of the Association for the Advancement of Relationship Marketing, and a past president of the Industrial Marketing and Research Association of Canada. He has lectured in relationship marketing, CRM and other marketing courses to undergraduate and MBA university students for over 20 years.

Inhaltsangabe

Acknowledgments xiii Introduction xv Chapter One: Managing the New Customer--and the NewCustomer Relationship 1 Relationships Matter 1 The Old Rules of Marketing Don't Work 3 Technology Has Changed Everything 6 The Truth Is Visible 6 Marketplaces Are Social 8 Marketing Is Sociology 9 One-Through-One Is More Important Than One-To-One 11 Defining the New Customer Relationship 12 Implications for Managing the New Customer Relationship 13 Chapter Two: Strategies for Better Customer Relationships23 A Strategic Context for Relationship Management 23 Relationship Management Capabilities 25 The Cultural Imperative 44 Beyond Culture: The Strategic Enablers 46 Chapter Three: Planning Relationships with Existing Customers57 What's In a Relationship Management Plan? 57 Customer Selection 58 Relationship Objectives 76 Engagement 86 Value 92 Innovation 99 Teaching 102 Sharing 102 Chapter Four: One-Through-One: Engaging Social Customers107 The "Peoplescape" of Social Media 108 The Company is No Longer Center Stage 109 The Customer is Speaking 110 Listen 111 Social Media Taxonomy 113 Social Media Objectives 115 Social Media Planning 118 Individual Customer Engagement 131 Chapter Five: B2B Relationships 141 Consumer and Business-to-Business Relationships 142 Buyer-Seller Relationship 150 Managing the B2B Relationship 152 B2B, Social Media and Product Lifecycles 153 Social, Internal to the Enterprise 158 Chapter Six: Relationships with Mobile Customers 163 Defining Mobile Relationships 164 Mobile Relationship Objectives and Strategies 166 Selected Application Categories for Mobile Devices 171 Emerging Technologies 181 Chapter Seven: Mass Customization 183 Mass Customization Defi ned 183 An Expensive Option? 184 Technology for Mass Customization 185 Enabling Relationships through Mass Customization 186 Approaches to Mass Customization 189 Customization versus Standardization 190 A Mass Customization Plan 191 Chapter Eight: Customer Analytics 199 The Meta is the Message 202 The Upside of Customer Analytics 205 Putting Customer Analytics to Work 208 Online Customer Analytics 216 Customer Analytics Soft ware 218 Customer Analytics and the Cloud 220 Net Promoter Score 221 Chapter Nine: Teaching Customers New Behaviors 223 What's Wrong with Existing Customer Behaviors? 224 Pedagogy and Teaching Customers 226 Emotional/Affective Pedagogy 229 Cognitive Pedagogy 230 Behavioral Pedagogy 231 Individual/Social Pedagogy 232 Developing Pedagogy for Teaching Customers 236 Learning Relationships 238 Best Pedagogy Practices 239 From Teaching to Addicting 241 The Consumer as a Functional Addict 241 Chapter Ten: Case Studies: Making it Happen 255 Dell 256 Leicester City 259 New York City, Health and Human Services 261 TransGaming 265 TransLink 270 Chapter Eleven: Strategy, Stakeholders and Semantics 275 Planning a Strategic Relationship 276 Customer Management 277 Direct and Indirect Stakeholders 279 Direct Stakeholder Management 280 Indirect Stakeholder Engagement 290 Strategic Response-ability 291 Society and Response-ability 292 Appendix A: Selected Customer Analytics/Data Mining Soft wareSolutions 297 Notes 303 About the Author 317 Index 319