Customer Relationship Management
Making Hard Decisions with Soft Numbers
Published on 1. February 1996
Book
Hardback
183 pages
978-0-13-438474-0 (ISBN)
Description
Appropriate as a stand-alone text for single-semester courses in Customer Relationship Measurement, Service Marketing, Customer Service or Consumer Affairs.
This book documents and demonstrates cost-effective techniques that the authors themselves have used to assist company managers in accomplishing strategic customer relationships management. It provides future or practicing non-technical corporate managers with the tools to better retain customers by backing their "hard decisions" with the "soft numbers" used to measure customer relationships.
This book documents and demonstrates cost-effective techniques that the authors themselves have used to assist company managers in accomplishing strategic customer relationships management. It provides future or practicing non-technical corporate managers with the tools to better retain customers by backing their "hard decisions" with the "soft numbers" used to measure customer relationships.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 240 mm
Width: 182 mm
Thickness: 13 mm
Weight
479 gr
ISBN-13
978-0-13-438474-0 (9780134384740)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Jon Anton | Natalie L. Petouhoff
Customer Relationship Management
The Bottom Line to Optimizing Your ROI (NetEffect Series)
Book
08/2002
2nd Edition
Pearson
€30.99
Article is exhausted; no reprint
Content
(NOTE: Each chapter begins with an introduction).
1. Customer Relationship Management.
Relationships Have Become Very Important. Information Enables Quality Relationships. Market Forces in Action. What Customers Want from You. What is Customer Relationship Management. Bottom-line Return on Long-Term Customer Relationships.
2. Management Requires Measurement.
Corporate Measurement Systems. Customer Satisfaction.
3. Qualitative Measurement Methods.
Qualitative Measurement Defined. Free-Standing Qualitative Techniques.
4. Quantitative Measurement Methods.
Connecting Internal and External Metrics. Mapping Quality Perception Drivers. Moving beyond Perception to Internal Metrics. Searching for Something Tangible to Measure. Developing the Impact Factor of Performance. Using a Strategic Improvement Matrix.
5. Calculating Relationship Indices.
The Purpose of an Index. Tracking Internal Metrics. Calculating Indices.
6. Customer Relationship Survey Design.
Developing a Mission Statement. Identifying Critical Relationships. Identifying Major Customer Service Processes. Qualitative Research. Developing the Survey. Drafting the Survey. Selecting Scales for the Survey Instrument. Selecting a Sample. Pretesting the Survey. Fielding the Survey.
7. Statistical Analysis of Customer Surveys.
Selecting a Statistical Package. Entering the Customer Survey Data. Using a Data File. Investigating the Aggregate Sample of Surveys. Preparing the Data. Defining the Major Processes. Calculating Means of the Normalized Data. How Performance Impacts Satisfaction. Calculating PSIs. Calculating the Company's CSI.
8. Using Customer Relationship Survey Results.
Case Overview. Survey Design andImplementation. From Data to Management Information. From Management Information to Action.
9. Changing Corporate Cultures.
Defining Customer Focus. Company Focus Determines Outcome. Creating a Customer-Focused Culture. Focusing on Customer Relationship Recovery. Customer Focus: Satisfaction/Retention/Profits. Organizational Structure and Form Needed.
10. Case Studies.
Case 1: To Go Beyond Patient Satisfaction. Case 2: The Calculus of Customer Relationships. Case 3: Introducting the Teletary. Case 4: Profiling the Customer Value. Case 5: The Perceived Dynamics of Service Quality.
Fuzzy Logic Listing.
References.
Index.
1. Customer Relationship Management.
Relationships Have Become Very Important. Information Enables Quality Relationships. Market Forces in Action. What Customers Want from You. What is Customer Relationship Management. Bottom-line Return on Long-Term Customer Relationships.
2. Management Requires Measurement.
Corporate Measurement Systems. Customer Satisfaction.
3. Qualitative Measurement Methods.
Qualitative Measurement Defined. Free-Standing Qualitative Techniques.
4. Quantitative Measurement Methods.
Connecting Internal and External Metrics. Mapping Quality Perception Drivers. Moving beyond Perception to Internal Metrics. Searching for Something Tangible to Measure. Developing the Impact Factor of Performance. Using a Strategic Improvement Matrix.
5. Calculating Relationship Indices.
The Purpose of an Index. Tracking Internal Metrics. Calculating Indices.
6. Customer Relationship Survey Design.
Developing a Mission Statement. Identifying Critical Relationships. Identifying Major Customer Service Processes. Qualitative Research. Developing the Survey. Drafting the Survey. Selecting Scales for the Survey Instrument. Selecting a Sample. Pretesting the Survey. Fielding the Survey.
7. Statistical Analysis of Customer Surveys.
Selecting a Statistical Package. Entering the Customer Survey Data. Using a Data File. Investigating the Aggregate Sample of Surveys. Preparing the Data. Defining the Major Processes. Calculating Means of the Normalized Data. How Performance Impacts Satisfaction. Calculating PSIs. Calculating the Company's CSI.
8. Using Customer Relationship Survey Results.
Case Overview. Survey Design andImplementation. From Data to Management Information. From Management Information to Action.
9. Changing Corporate Cultures.
Defining Customer Focus. Company Focus Determines Outcome. Creating a Customer-Focused Culture. Focusing on Customer Relationship Recovery. Customer Focus: Satisfaction/Retention/Profits. Organizational Structure and Form Needed.
10. Case Studies.
Case 1: To Go Beyond Patient Satisfaction. Case 2: The Calculus of Customer Relationships. Case 3: Introducting the Teletary. Case 4: Profiling the Customer Value. Case 5: The Perceived Dynamics of Service Quality.
Fuzzy Logic Listing.
References.
Index.