Customer Relationship Management: Creating Competitive Advantage Through Win-win Relationship StrategiesMcGraw-Hill, 2001 - 160 sidor To develop the long-term relationships necessary to survive the intense global competition of the modern era, businesses must strive to meet customers needs as never before. This book is a result of an extensive research project that studied new ideas in marketing, and how these strategies are being applied throughout the US and Europe. The case studies provided demonstrate the ability of effective CRM programmes to refine customer relationships and increase their value. |
Innehåll
THREE CORNERSTONES OF CRM | 5 |
A MEASURE OF CRM SUCCESS | 14 |
EXCHANGING RESOURCES | 20 |
Upphovsrätt | |
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activities adapt analyze bank basis behavior benefit bonds Charles Kinsey clasp strategy company needs company's competence competitive consumer contact lens create value cross-functional teams customer base level customer encounters customer receives Customer Relationship Management customer relationships customer satisfaction customer share customer's process customer's value creation database decisions develop the relationship developing relationship different relationship Draeger's efficient emotion ensure Equifax evaluate example exchange function handled Harvard Business Review Harvard Business School identify implementation important improve increase relationship value industry invest involves knowledge Lane Group lost relationships manage customer operations organization parties personnel portfolios possible price bundling price carriers Price discrimination provider provider's rela relation relationship costs relationship level Relationship longevity relationship management relationship profitability relationship strategies relationship strength relationship structure requires result role script sell servicescape ship significant situation Strandvik thinking tion tionship Tom Peters tomer value creation process zipper strategy