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Successful Customer Relationship Marketing


Successful Customer Relationship Marketing

Successful Customer Relationship Marketing

New thinking, new strategies, new tools for getting
closer to your customers

 

Bryan Foss & Merlin Stone

 

Part 1. Knowledge of customer relationship management (CRM) and 1
customers
Chapter 1. Defining CRM and assessing its quality 3
Merlin Stone and Neil Woodcock
The CMAT model 5; CMAT methodology 9; Customer management performance 11;
The model used to define ‘business performance’ 11; The companies assessed 14
Chapter 2. Integrating customer data into CRM strategy 21
Merlin Stone, Julie Abbott and Francis Buttle
Introduction 21; Literature review 22; The quantitative study 25; Results 26; The qualitative
research 34; CRM case studies 40; Case study conclusion 48

Chapter 3. Strategic data analysis for CRM 51
Merlin Stone and Bryan Foss
The product dimension 51; The customer dimension 52; The hybrid customer and product
focus 52; Decision analysis framework for product/service optimizers 53; The customer
optimizer 56; The systems and management interface 60; The quality of data
management 62; Conclusions on strategic data management 66
Chapter 4. Data mining and data warehousing 67
Merlin Stone, Richard Sharman, Bryan Foss, Richard Lowrie and David Selby
Definition and key characteristics 67; Why use data mining in marketing? 69; Basic
methodology of data mining 75; Basic techniques of data mining 83; When to use particular
techniques 87; Current data mining and why we know it works 88; Quantifying the
benefits 91; The importance of visualization 92; Levels of involvement in data mining 94;
Systems and processes 96; Management recommendations 98
Chapter 5. Analysis requirements 103
Merlin Stone
Pre-relationship planning 104; Continuing relationship management 106; Customer
recruitment, retention and competitive defence 107; Pre-launch promotional planning and
post-close analysis 108; Analysis during promotion or sequence of promotions 109; Product
promotions 110; Product range 111; Product management 112; Dialogue management 112;
Market research 113; Finance 114; Operations 114; Customer service 115; Strategic and
marketing planning and control 116; Data vending/partner policy 117
Part 2. Strategy and technology 119
Chapter 6. Sharing customer data in the value chain 121
Merlin Stone, Tim Virdee and Kevin Condron
Value of the customer database 121; Attitudes to sharing data 122; Value of customer
data 122; Ways of sharing customer knowledge 125; Research on data sharing: the case
studies 131; Summary of case study findings 136; Business implications 137
Chapter 7. Integrating customer management systems 139
Bryan Foss and Merlin Stone
Introduction 139; The CRM ecosystem 139; Building a ‘full cycle’ system 141; Updating
current IT systems 145; Building the brain 149; The impact of mergers and
acquisitions 152; Integrating customer management systems 153; Conclusion 158
Chapter 8. The intelligent supply chain 159
Merlin Stone, Kumar Bhaskaran and Colin Devonport
Introduction 159; Redescribing models of customer management 160; Moving between
models 164; Redescribing general management requirements 165; E-commerce and supply
chains 168; E-chain checklist 181; The main components of the architecture 184

Chapter 9. Customer value management (CVM) 189
Harvey Thompson, Merlin Stone and Bryan Foss
Definitions and key concepts 190; Designing CVM-driven processes 194; Justification for
the CVM approach 195; The main steps in the CVM process 199; Implementing CVM 200;
Customer value analysis 204; Sources of CVM information 206; When to use CVM 207;
How to get started in CVM 214
Chapter 10. Wireless customer management 217
Merlin Stone and Edward Ben Nathan
Introduction 217; Pervasive wireless devices 218; Principles of mobile customer
management 219; The value model 224; Services being offered or planned 229; Models of
customer management 231; Stages of relationship 233; Future-proofing your customer
management 235
Chapter 11. Smart cards 239
Merlin Stone and Chris Field
Overview 239; The impact of CRM 241; Definition 242; Automation of data capture 242;
Controlling fraud 243; Using smart cards in marketing 244; Key changes 245; The e-purse –
the government angle 250; Mobile telephony 253; Retailers 254; Conclusion 257
Part 3. Implementation 261
Chapter 12. Global customer management 263
Merlin Stone, Bryan Foss, Rich Harvey, Brian J Scheld and Richard Whitaker
Issues in global customer management 264; The survey respondents 272; The survey
responses – case by case 272; The survey responses – topic overview 277; The travel and
transport sector 281; Insurance and financial services 284; Globalizing different models of
customer management 288; Developing a global perspective 289
Chapter 13. Customer management through people 291
Merlin Stone, Neil Woodcock, Roy Sheridan, Michael Starkey, Liz Machtynger and
John Mullaly
Introduction 291; The people aspects of customer management 292; Structuring the
organization for customer management 295; Implementing customer management 296;
The CRM team and its management 298; Key issues 300; Key skill requirements in
customer management 304
Chapter 14. Programme planning, team selection and management 311
Merlin Stone, Liz Machtynger, Neil Woodcock and Michael Starkey
Introduction 311; Work planning 313; Communication 313; Encouraging change 315;
Supplier management 316; The change implied by customer management 320; The five key
elements of success 321; Key points 322

Chapter 15. Campaign management systems and processes 325
Merlin Stone, Tess Harris and Bryan Foss
Trends 325; General business issues 330; General implications of the developments 332;
The research 333; Findings – overview 334; Detailed findings 335; Research
conclusions 342; The impact of ‘e’ 342
Part 4. Sector studies 349
Chapter 16. Travel industry CRM 351
Merlin Stone, Alison Bond, Jonathan Miller, David Selby, Doug Morrison
and John Mullaly
Introduction 351; The travel industry context 354; Delivering service internationally 360;
The trend towards corporate travel management 368; Breaking up the airline frequent flier
value chain 368; Conclusion 368
Chapter 17. The use of CRM by airlines 371
Merlin Stone, Dania Spier, John Mullaly, Jonathan Miller, Doug Morrison
and David Selby
Introduction 371; How frequent flyer programmes (FFPs) work 381; Systems that support
FFPs 386; The role of service differentiation 388; Conclusion 391
Chapter 18. CRM in retailing 393
Merlin Stone and Chris Field
Introduction 393; Focusing on customers you want 394; The ‘club’ philosophy 396;
High-street retailing 397; Technology and data 398; Strategies for managing loyal retail
customers 399; What is working? 407
Chapter 19. Automotive CRM 409
Merlin Stone, Alla Main, Harvey Thompson, Mark Cerasale, John Griffiths,
Bill Sullivan, Paul Weston and Dave Cox
Introduction 409; Category of car purchases 413; Beyond the basic vehicle 414; Managing
customer feedback – a case study 418; Distribution channel evolution 420; Supply chain
developments 422; Customer behaviour 427; Tomorrow’s customer 429; Main CRM
strategies 431; New media 433; The call centre 435; Strategic challenges in customer
management 437; Managing customer value 440; A CRM methodology for tomorrow 441;
Technology and data 443; The way forward 444
Chapter 20. Consumer durables 447
Merlin Stone and Paul Weston
Introduction 447; Who knows the customer? 450; Changing technologies 453; Customer
management – manufacturers of cars and appliances 454; Modelling the intermittent buying
cycle 454; More detail on approach management 465; Managing the future customer 468;
Conclusion 472

Chapter 21. Utilities and telecommunications 473
Merlin Stone and Steve Dickey
The changing competitive scenario 473; Data protection 475; The bad customer
syndrome 476; The changing focus of customer service 480; Customer retention and
loyalty 482; Systems for utility customer management 486; Main functional requirements
490; Required business functionality 494; Making it work in practice 500; Marketing and
customer service policies 501; Implementation requirements 501; Conclusion 503
Chapter 22. Where next for CRM? 505
Merlin Stone
Is it all worth it – for you or your customers? 505; From data to value 506; Business
intelligence 508; The single customer view 510; The CRM/IT interface 513;
The future 515; Making it work – profitably 516
Index 519


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