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Includes a new free CD-ROM
* Published in association with IBM and Ogilvy
Customer Relationship Marketing, CRM, remains the biggest revolution yet in marketing, the power of new technology having swept it to the forefront of management thinking. Although based on apparently simple ideas involving keeping in touch and responding to customer contacts, many companies still shy away from the awesome task of building a relationship with thousands, or even millions, of people.
As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offer gets even wider. So how can you ensure that your product or service is their preferred choice, and, importantly, that it continues to be? Do customers become confused by too extensive a choice? Will people welcome a close relationship with their suppliers or will they find it over-intrusive and an invasion of privacy? Database technology of different kinds can facilitate a range of relationship marketing techniques. The important issues for modern enterprises, large and small, are to understand the why, what, how, when and where of using them.
"Up Close and Personal?" provides practical new insights into effective customer relationship marketing by looking in depth at:
*strategies, policies and plans;
*measuring the impact;
*segmentation;
*the implementation program;
*customer loyalty and continuity;
*transparent marketing, customer value and process management;
*customer knowledge management;
*technical systems and data management;
*managing good and bad customers;
*establishing ROI and satisfying the board.
This second edition has been fully updated throughout and contains new material on data management, kep performance indicators and benefit analysis. It also comes with a free CD-ROM containing a diagnostic tool to enable you to determine if your enterprise is positioned to take forward a new CRM initiative. ISBN - 9780749438319
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Pages : 382
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