Managing Customer Relationships: A Strategic Framework by Don Peppers

by Don Peppers

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 Pioneering theories and principles of individualized customer relationshipsAn overview of relationship theoryContributions from such revolutionary leaders as Philip Kotler, Esther Dyson, Geoffrey Moore, and Seth GodinGuidelines for identifying customers and differentiating them by value and needTips for using the tools of interactivity and customization to build learning relationshipsCoverage of the importance of privacy and customer feedbackAdvice for measuring the success of customer-based initiativesThe future and evolution of retailingAn 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 decisionsThe techniques in Managing Customer Relationships can help any company sharpen its competitive advantage.

Genres: Nonfiction, Business

Hardcover

First published January 1, 2004

About the author

Recognized for well over a decade as one of the leading authorities on customer-focused relationship management strategies, Don Peppers is an acclaimed author and a founding partner of Peppers & Rogers Group, the world’s premier customer-centered consultancy.

Don’s vision, perspective and thoughtful analysis of global business practices has earned him some significant citations by internationally recognized entities. Business 2.0 Magazine named him one of the 19 “foremost business gurus of our times,” and Accenture’s Institute for Strategic Change listed him as one of the 50 “most important living business thinkers” in the world. The Times of London has listed him among its “Top 50 Business Brains,” and the U.K.’s Chartered Institute for Marketing included him in its inaugural listing of the 50 “most influential thinkers in marketing and business today.”

With co-author Martha Rogers, Ph.D., Don has produced a legacy of international bestsellers that have collectively sold more than a million copies in 18 languages. Together, their body of work includes books such as The One to One Future (1993), which BusinessWeek called “one of the bibles of new marketing”; Enterprise One to One (1997), which received a five-star rating from The Wall Street Journal; as well as The One to One Fieldbook (1999), The One to One Manager (1999); and One to One B2B, which made The New York Times business best-seller list within a month of publication in 2001. The authors have also published the first-ever CRM textbook for university use in graduate-level courses, Managing Customer Relationships (April 2004).

With Extreme Trust, they look to the future once again, predicting that rising levels of transparency will require companies to protect the interests of their customers and employees proactively, even when it sometimes costs money in the short term.

Reviews

[Federico · Rating 4 out of 5]

Useful context and overview of the field, enjoyable to read. Although some specific examples made are useful only for historical reasons, most of the considerations survived the passage of time quite well.

[Pedro César · Rating 5 out of 5]

The book on CRM.