Details

Acknowledgments xiii <p>Introduction xv</p> <p><b>Chapter One: Managing the New Customer—and the New Customer Relationship 1</b></p> <p>Relationships Matter 1</p> <p>The Old Rules of Marketing Don’t Work 3</p> <p>Technology Has Changed Everything 6</p> <p>The Truth Is Visible 6</p> <p>Marketplaces Are Social 8</p> <p>Marketing Is Sociology 9</p> <p>One-Through-One Is More Important Than One-To-One 11</p> <p>Defining the New Customer Relationship 12</p> <p>Implications for Managing the New Customer Relationship 13</p> <p><b>Chapter Two: Strategies for Better Customer Relationships 23</b></p> <p>A Strategic Context for Relationship Management 23</p> <p>Relationship Management Capabilities 25</p> <p>The Cultural Imperative 44</p> <p>Beyond Culture: The Strategic Enablers 46</p> <p><b>Chapter Three: Planning Relationships with Existing Customers 57</b></p> <p>What’s In a Relationship Management Plan? 57</p> <p>Customer Selection 58</p> <p>Relationship Objectives 76</p> <p>Engagement 86</p> <p>Value 92</p> <p>Innovation 99</p> <p>Teaching 102</p> <p>Sharing 102</p> <p><b>Chapter Four: One-Through-One: Engaging Social Customers 107</b></p> <p>The “Peoplescape” of Social Media 108</p> <p>The Company is No Longer Center Stage 109</p> <p>The Customer is Speaking 110</p> <p>Listen 111</p> <p>Social Media Taxonomy 113</p> <p>Social Media Objectives 115</p> <p>Social Media Planning 118</p> <p>Individual Customer Engagement 131</p> <p><b>Chapter Five: B2B Relationships 141</b></p> <p>Consumer and Business-to-Business Relationships 142</p> <p>Buyer–Seller Relationship 150</p> <p>Managing the B2B Relationship 152</p> <p>B2B, Social Media and Product Lifecycles 153</p> <p>Social, Internal to the Enterprise 158</p> <p><b>Chapter Six: Relationships with Mobile Customers 163</b></p> <p>Defining Mobile Relationships 164</p> <p>Mobile Relationship Objectives and Strategies 166</p> <p>Selected Application Categories for Mobile Devices 171</p> <p>Emerging Technologies 181</p> <p><b>Chapter Seven: Mass Customization 183</b></p> <p>Mass Customization Defi ned 183</p> <p>An Expensive Option? 184</p> <p>Technology for Mass Customization 185</p> <p>Enabling Relationships through Mass Customization 186</p> <p>Approaches to Mass Customization 189</p> <p>Customization versus Standardization 190</p> <p>A Mass Customization Plan 191</p> <p><b>Chapter Eight: Customer Analytics 199</b></p> <p>The Meta is the Message 202</p> <p>The Upside of Customer Analytics 205</p> <p>Putting Customer Analytics to Work 208</p> <p>Online Customer Analytics 216</p> <p>Customer Analytics Soft ware 218</p> <p>Customer Analytics and the Cloud 220</p> <p>Net Promoter Score 221</p> <p><b>Chapter Nine: Teaching Customers New Behaviors 223</b></p> <p>What’s Wrong with Existing Customer Behaviors? 224</p> <p>Pedagogy and Teaching Customers 226</p> <p>Emotional/Affective Pedagogy 229</p> <p>Cognitive Pedagogy 230</p> <p>Behavioral Pedagogy 231</p> <p>Individual/Social Pedagogy 232</p> <p>Developing Pedagogy for Teaching Customers 236</p> <p>Learning Relationships 238</p> <p>Best Pedagogy Practices 239</p> <p>From Teaching to Addicting 241</p> <p>The Consumer as a Functional Addict 241</p> <p><b>Chapter Ten: Case Studies: Making it Happen 255</b></p> <p>Dell 256</p> <p>Leicester City 259</p> <p>New York City, Health and Human Services 261</p> <p>TransGaming 265</p> <p>TransLink 270</p> <p>Chapter Eleven: Strategy, Stakeholders and Semantics 275</p> <p>Planning a Strategic Relationship 276</p> <p>Customer Management 277</p> <p>Direct and Indirect Stakeholders 279</p> <p>Direct Stakeholder Management 280</p> <p>Indirect Stakeholder Engagement 290</p> <p>Strategic Response-ability 291</p> <p>Society and Response-ability 292</p> <p>Appendix A: Selected Customer Analytics/Data Mining Soft ware Solutions 297</p> <p>Notes 303</p> <p>About the Author 317</p> <p>Index 319</p>

<p><b>Ian Gordon</b> is a management consultant with over thirty years of marketing and strategy experience. He is president of Convergence Management Consultants in Toronto, Canada, where he heads the Relationship Marketing-CRM practice, assisting clients to develop customer acquisition and relationship management strategies. He has worked with companies such as Alcan, Amadeus, Apple, Bell Canada, Canada Post, Chrysler, Eastman Kodak, Ethyl, Experian, Ford Electronics, General Electric, Goodyear, HP/Compaq, IBM, Kodak Canada, MasterCard, Microsoft, Mitel, NCR, Nortel Networks, Ontario Power Generation, Parker Hannifin, RBC, Thomson Reuters, Toshiba, Westinghouse and Xerox.</p> <p>Ian is author of three previous books including the best-selling <i>Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever</i> (John Wiley & Sons Canada, 1998). He was the founding president of the Association for the Advancement of Relationship Marketing, and a past president of the Industrial Marketing and Research Association of Canada. He has lectured in relationship marketing, CRM and other marketing courses to undergraduate and MBA university students for over 20 years.</p>

<p>Praise for <i>Managing the New Customer Relationship</i></p> <p>"Gordon delivers an impressive synthesis of the newest methods for engaging customers in relationships that last. No organization today can succeed without the mastery of customer relationship management strategy fundamentals. But to win in the decades ahead, you must also understand and capitalize on the rapidly evolving social computing, mobility and customer analytics technologies described in this book. Checklists, self-assessments and graphical frameworks deliver pragmatic value for the practicing manager."<br /> — William Band, Vice-President, Principal Analyst, Forrester Research Inc., Cambridge, MA</p> <p>"A very comprehensive and practical book on managing relationships with existing customers in the age of social media! I particularly enjoyed reading chapters on teaching customers new behaviors, which were illustrated by excellent case studies."<br /> — Jagdish N. Sheth, Ph.D. , Charles H. Kellstadt Professor of Marketing, Emory University, Atlanta, GA</p> <p>"The strategic breadth and depth of this book is impressive as Gordon explores the new customer and how to plan and manage the new customer relationship. I found his review of strategies, techniques and technologies for social, mobile, mass customization and customer analytics to be particularly insightful. Gordon urges marketers to live and breathe one-through-one marketing and to master social engagement techniques. The checklists, cases and examples make the content grounded and actionable. This is an important, current and detailed book to which every organization should pay close attention to improve customer relationships and create shareholder value."<br /> — Marcus Ruebsam, Vice-President, Line-of-Business Marketing Solutions, SAP AG, Walldorf, Germany</p> <p>"There are many books on CRM, but I recommend this one because Gordon's book does what others do not. He considers CRM strategy and evolves it to recognize a new customer, one who is always connected, socially available and influential. The book doesn't just discuss many point solutions for specific marketing challenges; it integrates technology with strategy, people, process and customer analytics to develop relationships continuously. This book is a broad and deep exploration of CRM, providing practical, fact-based perspectives that every company can use to validate and rethink their customer and stakeholder relationships."<br /> — Helmuth Cepeda, Small, Medium and Distribution Director, Microsoft Mexico, Mexico City, Mexico</p>

CA