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The Lifebelt: The Definitive Guide to Managing Customer Retention 救生带书籍详细信息
- ISBN：9780471498186
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2001-03
- 页数：292
- 价格：379.20
- 纸张：胶版纸
- 装帧：精装
- 开本：暂无开本
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
In a world where there is increasing choice for just about every kind of product and service, winning and holding the best customers is key to the success of any business. Customer Relationship Management, or CRM, is a concept that senior managers in any kind of business ignore at their peril. At its heart is the successful management of customer retention by being customer-focused as an organization.
The concept is not rocket science, but its implementation is more of a challenge. It involves a fundamental change within the organization.In this book, John Murphy introduces "The Lifebelt" - quite literally an aid to keeping afloat in this pressured environment. The Lifebelt is a framework that offers a practical way forward to integrating and mobilizing the entire oragnization toward a holistic CRM programme.
The proprietary framework features six key factors identified as being essential for consistent delivery of service: customer focus, processes, employee involvement, training, measurement, and continuous improvement.
作者简介：John Murphy outlines how each of the factors should be owned by an appropriate member of the top management team. When this framework is ystematically and effectively implemented and managed it will considerably enhance the customer retention capacity of the company.
The logic of the framework applies to virtually all industries internationally. Managers and marketers across the board will find this book one of the most practical gudies to retaining customers published to date.
书籍目录：
Introduction
Sink or Swim?
Why Retain Customers?
What Happens if there is no Change to a Service Culture?
Customer Retention
Reasons for Change
Study of Customers
Finding the Best Customers for Retention
Loyal Customers
Types of Loyalty
The Customer Service Integration Framework
Customer Focus
Micromarketing
Reward Loyalty
Best Practice
Mistakes do Happen
Success Builds Mutual Trust
Processes and Systems
Service Delivery
Employee Involvement
Empowerment of Teams
Trust
Training and Development
Measurement
Customer Focus
Processes and Systems
Employee Involvement
Training and Development
Continuous Improvement
Success is Measured against Competitors
Internal Communications
External Communications
Managers - Responsibility and Leadership
Continuous Improvement in Action
Summary
1 Economics of Retention
The Role of the Top 10% of Customers
The Expense of Attracting New Customers
Loyalty-Based Customers
Greater Satisfaction and Greater Loyalty
Example
Establish Minimum Thresholds
Customer Views
The Derived Approach
Where are the Answers?
What are the Real Market Drivers?
'Neutrals' are Fair Game for the Competition
Utilize Your Middle Managers
Summary
Reasons for Building Long-Term Customer Loyalty
2 Understanding Customers
Customer Segregation and Behaviour
Segmentation
Nothing in Business Remains Static
Why would a Competitor Target your Customers?
Good Customer Segmentation
Innovation in Segmentation
Types of Segments
Aspects of Segmentation
Segment Usability
Dimensions of Brand Relationship Quality
Evaluating Segmentation Alternatives
Customer Behaviour
What is a Customer?
What Motivates a Consumer to Buy?
What Happens Inside the Mind of the Client?
How do Customers Feel about Shopping?
Advanced Knowledge Adds to Shopping Pleasure
Summary
3 Customer Focus
Developing and Fostering a Service Culture
Changing Organizational Culture
Unfreezing
Refreezing the Change
Gaining Top Management Support
Fostering a Service Culture
Segmenting Business Markets
Segmenting International Markets
Choosing Customers
……
4 Processes and Systems
5 Employee Involvement
6 Training and Development
7 Measurement
8 Continuous Improvement
9 Communications
10 Leadership
11 Formalizing a Service Excellence Customer Retention Strategy
Bibliography
Index
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书籍介绍
In a world where there is increasing choice for just about every kind of product and service, winning and holding the best customers is key to the success of any business. Customer Relationship Management, or CRM, is a concept that senior managers in any kind of business ignore at their peril. At its heart is the successful management of customer retention by being customer-focused as an organization.
The concept is not rocket science, but its implementation is more of a challenge. It involves a fundamental change within the organization.
In this book, John Murphy introduces "The Lifebelt" - quite literally an aid to keeping afloat in this pressured environment. The Lifebelt is a framework that offers a practical way forward to integrating and mobilizing the entire oragnization toward a holistic CRM programme.
The proprietary framework features six key factors identified as being essential for consistent delivery of service: customer focus, processes, employee involvement, training, measurement, and continuous improvement.
John Murphy outlines how each of the factors should be owned by an appropriate member of the top management team. When this framework is systematically and effectively implemented and managed it will considerably enhance the customer retention capacity of the company.
The logic of the framework applies to virtually all industries internationally. Managers and marketers across the board will find this book one of the most practical gudies to retaining customers published to date.
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