Editorial Review:
Author: Don Peppers – Martha Rogers
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 features:
- Pioneering theories and principles of individualized customer relationships
- An overview of relationship theory
- Contributions from such revolutionary leaders as Philip Kotler, Esther Dyson, Geoffrey Moore, and Seth Godin
- Guidelines for identifying customers and differentiating them by value and need
- Tips for using the tools of interactivity and customization to build learning relationships
- Coverage of the importance of privacy and customer feedback
- Advice for measuring the success of customer-based initiatives
- The future and evolution of retailing
- An 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 decisions
- The techniques in Managing Customer Relationships can help any company sharpen its competitive advantage.
Binding: Hardcover
Dewey Decimal Number: 658.812
EAN: 9780471485902
Edition: 1
ISBN: 047148590X
Label: Wiley
Manufacturer: Wiley
Number Of Items: 1
Number Of Pages: 528
Publication Date: April 19, 2004
Publisher: Wiley
Studio: Wiley
Readers Reviews (from Amazon.com)
Average Rating: 4.5 stars
Rating: 4 stars – Excellent – worth a read. Could have been more concise.
This book provides comprehensive material on Relationship theory and how organizations can move from a product centered setup to a customer focused one. There are lots of very interesting examples. It is definitely worth a read for anyone interested in Customer Relationship management.
The book is voluminous and covers the concepts in about 500 pages. I felt though, that the same concepts were repeated over and over again many times. It could have been more concise to fit it in about half the number of pages.
Yet, if you read through the entire book patiently, you won’t forget any of the key aspects of building a successful business that is oriented around its customers rather than just its products or services. You will learn how to manage your customers and the building blocks of of any relationship. I perform a Relationship manager’s job in an organization that is already customer centric and does most of what the book recommends, and found this book to add very useful additional insights to what I am already doing in my work life.
Also, you may find that some of the material in the book is more relevant if read a few years ago. Today, many companies are already in the type of customer oriented setup with a Customer manager assigned and empowered to make all decisions, so its likely that, like myself, you may be in an organization that is already organized in a customer centric manner. In this case, you’ll have to skip or skim through the chapters that talk a lot about how existing organizations can move from a product centric setup to a customer centric setup. In other words, I felt the book is not 100% current given where Corporate America is. Further, there is a heavy dominance of recommendations more suited for a retail or product based organizations rather than services oriented type of organizations.
Regardless, a must read and offers great value to anyone buying it, especially for fundamentals on Relationship theory and management.
Rating: 4 stars – CS BOOK
Solid book on CS- long read! .Many good points- Wish there was a cliff notes version
Rating: 5 stars – The book that was missing
This book fills in the empty space of academic books in CRM. Most of the publications and articles I’ve read deal with research on the subject and companies selling their programs. In this book Peppers and Rogers compiled a comprehensive text with theory, research and contributions from other authors that are a valuable tool for the under and graduate level.
Rating: 5 stars – Highly Recommended!
This very extensive text on customer relationship management leaves nothing unsaid or unexplained. Authors and editors Don Peppers and Martha Rogers tackle the subject with admirable organization, clarity and depth. They define every important term and do not lose the reader in marketing jargon – a rare virtue in a book about marketing. The text, including contributions from other well-known experts in the field, propounds a well-developed theory of customer relationship management (CRM) and sets out numerous examples to illustrate, explain and clarify the theory. Useful as a handbook, textbook or reference manual, the book covers – among many other core subjects – customer identification and differentiation, customer feedback, an analysis of retailing and basic tools for CRM. We highly recommend this book to service-oriented managers and executives. To form profitable relationships with your customers, first get friendly with Peppers and Rogers.
Rating: 5 stars – Taking One-to-One marketing to the CEO’s agenda
Having just finalised an e-business thesis on Online Personalization, I must say that this book is an impressive source on the strategic level for what is synonymously called CRM, One-to-One marketing, relationship marketing, etc.
What I like about Peppers & Rogers is that they don’t pretend to be the only ones to have seen this shift in customer-focused organizations (although they were first-movers in US by coining the term One-to-One in 1993). Peppers & Rogers accept readily that many other people have interesting perspectives to add. Thus, this book includes many contributions from marketing wizards like Philip Kotler, Seth Godin, Bruce Kasanoff, and Patricia Seybold.
The book is the sixth from the authors. If you have read some of the previous publications, you’ll already be familiar with their core concepts like the IDIC-model (Identify-Differentiate-Interact-Customize), as well as Learning Relationships and customer Lifetime Value.
I believe that Peppers & Rogers’ most important contribution is to change a company’s focus from customer acquisition to customer retention. That is: Stop spending all you money getting new customers and start spending more on keeping and growing existing customers. This is where the learning relationships come in. The basic idea of Managing Customer Relationships, the authors concisely describe in plain English:
The Learning Relationships work like this: If you’re my customer and I get you to talk to me, and I remember what you tell me, then I get smarter and smarter about you. I know something about you my competitors don’t know. So I can do things for you my competitors can’t do, because they don’t know you as well as I do. Before long, you can get something from me you can’t get anywhere else, for any price. At the very least, you’d have to start all over somewhere else, but starting over is more costly than staying with me.
Being a Dane, I’m proud to see the reference made on page 172 that the relationship theory can be traced back to the Scandinavian School of Relationships Management (e.g. Gronroos and Gummeson). Back in the 1980’s, both were required reading in Scandinavian business schools. They often researched service firms and B2B-networks and based on this knowledge, they emphasised the contents and types of the business relationships and the required strategies to make these relationships work. It wasn’t until the 1990’s that CRM-initiatives took off in the United States – and usually they have been very technology-driven. Today, we all accept that you need both the relationship mindset and the technology-enabler. So the two approaches may ultimately achieve the same goals.
Peter Leerskov, MSc in International Business (Marketing & Management) and Graduate Diploma in E-business
Rating: 5 stars- Don and Martha Do It Again!
Another stellar effort by the pioneers of one-to-one. This book tackles CRM on several different fronts, and includes thoughtful pieces from a range of expert contributors. The book features both tactics and theory, including a helpful history on the emergence of CRM as a major business philosophy and some of the original research behind relationship theory. A hefty reference, and a useful one!
Rating: 5 stars – But this book!!!
If you can only buy one book on CRM, this is it. This comprehensive reference covers CRM methodologies, frameworks, best practices, and case studies all in one easy to read and easy to implement volume. The book is filled with contributions from leading companies, well-known thought leaders in the field, and the best minds in academia. It truly has it all.
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