客户战略：盈利性客户关系建立指南BUILD YOUR CUSTOMER STRATEGY: A GUIDE TO CREATING PROFITABLE CUSTOMER RELATIONSHIPS

作者： James G. Barnes著

出 版 社： 吉林长白山

出版时间： 2006-12-1字数：版次： 1页数： 202印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9780471776604包装： 精装编辑推荐

作者简介：

JIM BARNES is an internationally recognized consultant, speaker, and educator on customer relationship strategy and measurement. He offers a unique perspective on customer loyalty, approaching the subject from the customer's perspective. He is the author of seven books, including the internationally acclaimed Secrets of Customer Relationship Management: It's All About How You Make Them Feel. He regularly delivers conference keynotes and workshops on the broad subjects of customer relationship building and the creation of customer loyalty. He works with leading companies to build their customer strategies. He is a member of the Guru Panel at CRMguru.com and a regular contributor to many publications on the subject of customer strategies. He is Professor of Marketing at Memorial University and operates his consulting practice, Barnes Marketing Associates, Inc. (bmai-strategy.com), from his base in Canada. Dr. Barnes holds an MBA from the Harvard Business School and a PhD in marketing from the University of Toronto.

内容简介

"The customer relationships that a company is able to cultivate represent the most important asset that will never appear on its balance sheet."

—From Chapter 1 of Build Your Customer Strategy

Build Your Customer Strategy: A Guide to Creating Profitable Customer Relationships spells out how to create profitable and lasting customer relationships. It demystifies creating the great customer experience—something that everyone seems to be talking about these days—by showing you how to approach "experience" in ways your competitors haven't even thought of.

Praise for Build Your Customer Strategy: A Guide to Creating Profitable Customer Relationships

"Jim Barnes has written a down-to-earth, highly readable book that takes you through real examples with concrete ideas you can use today. Fact is, customers are the only source of revenue, and Jim will help your company build the strategy to grow the value of each customer to your firm, by making sure your firm becomes more valuable to each customer."

—Don Peppers and Martha Rogers, PhD coauthors, The One to One Future and Return on Customer

"Jim Barnes is in a class by himself as a guru who truly understands customer relationships from the customer's point of view. Read Build Your Customer Strategy when you're ready to move past slogans and technology-based CRM projects to create real customer equity and long-term profitability."

—Bob Thompson, CEO CustomerThink Corp., and founder, CRMGuru.com

"Build Your Customer Strategy is the book for leaders committed to creating genuine connections with clients. Jim goes beyond conventional thinking to help businesses understand, create, and implement a strategy that will result in the type of long-term loyal customers everyone wants—the ones who bring their family and friends."

—Anne Lockie, Executive Vice President, Sales Canadian Personal and Business Clients, RBC Royal Bank

"Excellent reading. Jim Barnes brings a refreshing perspective to customer service, loyalty and the importance of long-term, sustainable client relationships. Insightful and very educational."

—Stephen Foster, Senior Vice President, Operations Starwood Hotels & Resorts Worldwide, Inc.

目录

Introduction

Chapter 1 How Do You Make Them Feel?

The Focus Is on the Customer—Just Listen!

Are You Customer Focused?

Wear That Customer Hat

A Long-Term Strategy

When Is a Relationship a Relationship?

The Hard and the Soft

Customers Are People, Not Data Points

We Need More Insight, Not More Data

Remember That Quarter-Inch Drill

The Little Things Aren’t—Little, That Is

Not Marketing as We’ve Known It

It’s Also a Different View of CRM

This Isn’t New, but It’s Not Easy Either

Chapter 2 Are They Loyal or Merely Satisfied?

Great Expectations

They Do Not Expect to Be Surprised

Satisfaction Is Functional, Loyalty Is Emotional

Satisfaction Is Personal and Situational

Fragility of Customer Satisfaction

Bridging Satisfaction and Loyalty

It’s Not a Relationship, but I Love Shopping There!

Loyalty Is Alive and Very Well

Repeat Buying Is Not Necessarily Loyalty

We’re in It for the Points

Understanding Loyalty

Loyalty: Functional or Emotional?

Why Satisfaction Is Like Cholesterol

Transforming the Functionally Loyal

Five Steps to Solid Customer Relationships

Where Do Expectations Fit?

What Does All This Mean for You?

Chapter 3 Create Meaningful Value

What’s Value Got to Do with It?

Value Creation: The Essential Role of the Firm

Value Equation

It’s Just Not Worth the

What Will They Value?

What Is Value?

Customer’s View of Value

Value Hierarchy

Value Proposition: Functional and Emotional Components

Giving and Taking Away

Creating More Valuable Value

Meaningful Value Creation: Being Lateral

Think Customer Context: What Are They Going Through?

Value: The Essence of the Customer Strategy

Chapter 4 You Mean a Lot to Them

Becoming Customer Centric

Nature of Customer Relationships

They Know Them When They Feel Them 59

What Is a Relationship Anyway?

There’s No Emotion

Hierarchy of Emotions

Emotions in Relationship Building

Why Relationships Last

How Can You Mean Something Special to Them?

Building Blocks of Customer Strategy

Chapter 5 Beyond Mundane Experiences

A Broader View

Back to Relationship BuildingNow They Are Experiences

……

Chapter 6 Things You Can Make Possible

Chapter 7 Payback Time

Chapter 8 How Are You Doing?

Chapter 9 What Management Needs to Know

Chapter 10 Putting It All Together

Appendix Customer Strategy Template

Index