简介
"In the second edition of 'Customer Relationship Management: Concepts and Technologies', Francis Buttle has written the definitive CRM text book. Highly recommended for those seeking an unbiased and comprehensive understanding of CRM from strategy to technology. Buy it, read it, and refer to it often to stay on track for a successful CRM endeavor!" Bob Thompson, CEO, CustomerThink Corp. "Francis Buttle's book is a comprehensive, rigorously researched, contemporary overview of CRM that is generously illuminated with many case illustrations. He shows how CRM technologies in support of a well-tuned customer management strategy can deliver outstanding benefits throughout the customer life-cycle." Sampson Lee, President, GCCRM (Greater China CRM). "This lucid and content-packed book reads and informs like a charm. Buttle's refreshing treatment of CRM as a core business strategy is destined to become a classic. Highly recommended!" Fred Wiersema, business strategist, educator and author, The Discipline of Market Leaders. "This book is crisp, practical and stimulating. It combines Professor Buttle's considerable insights with practical examples and provides a step-by-step pragmatic approach to the application of CRM in business. The inclusion of an equally pragmatic understanding of CRM technology is an enhancing feature of the book. All senior management would benefit from reading it, particularly those who realise that profitable customers are the company's greatest asset and require foolproof guidance to retain them. Because of its sound academic basis, this book is equally beneficial for management students. Overall it represents a comprehensive reference/guide to business success." Professor John A Murphy, Manchester Business School, UK. "Absolutely the best exposition of Customer Relationship Management. Can't think of a better guide to increasing your performance and profits. This book belongs on the desk of every company that is serious about CRM. The wealth of information and insight is astonishing." Professor Philip Kotler, Kellogg School of Management, Northwestern University, USA.
目录
Table Of Contents:
Foreword ix
Preface xi
Acknowledgements xv
About the authors xvii
1 Making sense of customer relationship management 1(36)
Chapter objectives 3(1)
Introduction 3(1)
Strategic CRM 4(1)
Operational CRM 5(4)
Analytical CRM 9(2)
Misunderstandings about CRM 11(2)
What is a relationship? 13(3)
Why companies want relationships with customers 16(4)
Customer satisfaction, loyalty and business performance 20(6)
But, do customers want relationships with companies? 26(1)
CRM constituencies 27(1)
Why do companies implement CRM? 28(4)
Contexts of CRM 32(2)
Defining CRM 34(1)
Summary 34(1)
References 35(2)
2 The customer relationship management value chain 37(20)
Chapter objectives 39(1)
Introduction 39(1)
The goal of CRM 39(1)
The primary stages of the CRM value chain 40(2)
The supporting conditions of the CRM value chain 42(13)
Summary 55(1)
References 55(2)
3 Information technology for customer relationship management 57(40)
Chapter objectives 59(1)
Origins of CRM technology 59(4)
The CRM marketplace 63(5)
CRM architecture 68(16)
CRM applications 84(10)
Technology for the CRM value chain 94(2)
Summary 96(1)
References 96(1)
4 Customer portfolio analysis 97(40)
Chapter objectives 99(1)
What is a portfolio? 99(1)
What is a customer? 100(1)
Market segmentation 101(8)
Data mining for market segmentation 109(4)
Customer portfolio analysis tools 113(5)
Sales forecasting 118(3)
Customer portfolio toolkit 121(3)
Activity-based costing 124(3)
Lifetime value 127(4)
Strategically significant customers 131(1)
Customer portfolio strategies 132(2)
Summary 134(1)
References 135(2)
5 Customer intimacy 137(32)
Chapter objectives 139(1)
Introduction 139(1)
Building a customer database 140(18)
Data integration 158(2)
Data warehousing 160(1)
Data marts 161(1)
Data mining 161(3)
Privacy issues 164(3)
Summary 167(1)
References 167(2)
6 Creating and managing networks 169(56)
Chapter objectives 171(1)
Introduction 171(2)
What is a network? 173(1)
Principles of network management 173(4)
Not all relationships are alike 177(1)
Activity links, resource ties and actor bonds 177(2)
From dyad to network 179(2)
Network position 181(1)
Network management and CRM 182(1)
The SCOPE of CRM 183(1)
Supplier relationships 184(6)
Trends in customer-supplier relationships 190(8)
Not all customers want relationships with suppliers 198(1)
Owner /investor relationships 198(3)
Partner relationships 201(20)
Summary 221(1)
References 221(4)
7 Creating value for customers 225(42)
Chapter objectives 227(1)
Introduction 227(1)
Understanding value 227(5)
Sources of customer value 232(1)
Customization 233(4)
Value from products 237(4)
Value from service 241(8)
Value from processes 249(3)
Value from people 252(1)
Value from physical evidence 253(1)
Value from customer communication 254(3)
Value from channels 257(2)
Customer experience 259(5)
Summary 264(1)
References 264(3)
8 Managing the customer lifecycle: customer acquisition 267(28)
Chapter objectives 269(1)
Introduction 269(2)
What is a new customer? 271(3)
Customer value estimates 274(1)
Prospecting 275(13)
Key performance indicators of customer acquisition programmes 288(1)
Using customer data to guide customer acquisition 289(1)
Making the right offer 290(1)
Summary 291(1)
References 292(3)
9 Managing the customer lifecycle: customer retention and development 295(34)
Chapter objectives 297(1)
Introduction 297(1)
What is customer retention? 298(3)
Economics of customer retention 301(1)
Which customers to retain? 302(1)
Strategies for customer retention 303(15)
Context makes a difference 318(1)
Key performance indicators of customer retention programmes 319(1)
The role of research 320(1)
Strategies for customer development 321(2)
Strategies for sacking customers 323(2)
Summary 325(1)
References 325(4)
10 Organizing for customer relationship management 329(20)
Chapter objectives 331(1)
Introduction 331(1)
Strategic goals of CRM 332(1)
Conventional customer management structures 332(5)
Network and virtual organizations 337(2)
Person-to-person contacts 339(1)
Key account management 340(5)
Team selling 345(1)
Summary 346(1)
References 346(3)
Index 349
Foreword ix
Preface xi
Acknowledgements xv
About the authors xvii
1 Making sense of customer relationship management 1(36)
Chapter objectives 3(1)
Introduction 3(1)
Strategic CRM 4(1)
Operational CRM 5(4)
Analytical CRM 9(2)
Misunderstandings about CRM 11(2)
What is a relationship? 13(3)
Why companies want relationships with customers 16(4)
Customer satisfaction, loyalty and business performance 20(6)
But, do customers want relationships with companies? 26(1)
CRM constituencies 27(1)
Why do companies implement CRM? 28(4)
Contexts of CRM 32(2)
Defining CRM 34(1)
Summary 34(1)
References 35(2)
2 The customer relationship management value chain 37(20)
Chapter objectives 39(1)
Introduction 39(1)
The goal of CRM 39(1)
The primary stages of the CRM value chain 40(2)
The supporting conditions of the CRM value chain 42(13)
Summary 55(1)
References 55(2)
3 Information technology for customer relationship management 57(40)
Chapter objectives 59(1)
Origins of CRM technology 59(4)
The CRM marketplace 63(5)
CRM architecture 68(16)
CRM applications 84(10)
Technology for the CRM value chain 94(2)
Summary 96(1)
References 96(1)
4 Customer portfolio analysis 97(40)
Chapter objectives 99(1)
What is a portfolio? 99(1)
What is a customer? 100(1)
Market segmentation 101(8)
Data mining for market segmentation 109(4)
Customer portfolio analysis tools 113(5)
Sales forecasting 118(3)
Customer portfolio toolkit 121(3)
Activity-based costing 124(3)
Lifetime value 127(4)
Strategically significant customers 131(1)
Customer portfolio strategies 132(2)
Summary 134(1)
References 135(2)
5 Customer intimacy 137(32)
Chapter objectives 139(1)
Introduction 139(1)
Building a customer database 140(18)
Data integration 158(2)
Data warehousing 160(1)
Data marts 161(1)
Data mining 161(3)
Privacy issues 164(3)
Summary 167(1)
References 167(2)
6 Creating and managing networks 169(56)
Chapter objectives 171(1)
Introduction 171(2)
What is a network? 173(1)
Principles of network management 173(4)
Not all relationships are alike 177(1)
Activity links, resource ties and actor bonds 177(2)
From dyad to network 179(2)
Network position 181(1)
Network management and CRM 182(1)
The SCOPE of CRM 183(1)
Supplier relationships 184(6)
Trends in customer-supplier relationships 190(8)
Not all customers want relationships with suppliers 198(1)
Owner /investor relationships 198(3)
Partner relationships 201(20)
Summary 221(1)
References 221(4)
7 Creating value for customers 225(42)
Chapter objectives 227(1)
Introduction 227(1)
Understanding value 227(5)
Sources of customer value 232(1)
Customization 233(4)
Value from products 237(4)
Value from service 241(8)
Value from processes 249(3)
Value from people 252(1)
Value from physical evidence 253(1)
Value from customer communication 254(3)
Value from channels 257(2)
Customer experience 259(5)
Summary 264(1)
References 264(3)
8 Managing the customer lifecycle: customer acquisition 267(28)
Chapter objectives 269(1)
Introduction 269(2)
What is a new customer? 271(3)
Customer value estimates 274(1)
Prospecting 275(13)
Key performance indicators of customer acquisition programmes 288(1)
Using customer data to guide customer acquisition 289(1)
Making the right offer 290(1)
Summary 291(1)
References 292(3)
9 Managing the customer lifecycle: customer retention and development 295(34)
Chapter objectives 297(1)
Introduction 297(1)
What is customer retention? 298(3)
Economics of customer retention 301(1)
Which customers to retain? 302(1)
Strategies for customer retention 303(15)
Context makes a difference 318(1)
Key performance indicators of customer retention programmes 319(1)
The role of research 320(1)
Strategies for customer development 321(2)
Strategies for sacking customers 323(2)
Summary 325(1)
References 325(4)
10 Organizing for customer relationship management 329(20)
Chapter objectives 331(1)
Introduction 331(1)
Strategic goals of CRM 332(1)
Conventional customer management structures 332(5)
Network and virtual organizations 337(2)
Person-to-person contacts 339(1)
Key account management 340(5)
Team selling 345(1)
Summary 346(1)
References 346(3)
Index 349
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