مدیریت ارتباط با مشتری: یک دیدگاه جهانی

"Customer Relationship Management" (CRM) introduces the management philosophy of CRM. This is the first book to explore the benefits to the firm of a globally integrated approach to customer relationship management. The authors contend that the best hope for achieving a sustainable competitive advantage in a global marketplace is by means of better understanding which customers are in the best position to experience long-term, profitable relationships for the globally-oriented firm. The book offers both an academic and practical viewpoint of the importance of CRM in a global framework. It integrates the topics of knowledge management, total quality management, and relationship marketing with the goal of explaining the benefits of CRM for internationally active firms. The authors have included six case studies which allow the reader to undertake the role of CRM consultant in a 'learning by doing' approach.The book should be required reading for all business executives who desire a customer oriented approach to success, and for all students of business who desire to gain insight into a relationship management approach which will become ever-more important in the years ahead. Contents 6 List of Figures 8 1 Customer Relationship Management: Global and Local Dimensions 12 Global Perspective on Customer Relationship Management 12 The Concept and Relevance of Customer Relationship Management 17 The Three Pillars of Integral Customer Relationship Management 18 Advantages and Objective of Customer Relationship Management 19 Questions for Discussion 23 2 Customer Orientation 24 The Concept and Relevance of Customer Orientation 24 Personnel and Customer Orientation 27 Technology and Customer Orientation 38 Organizational Structure and Customer Orientation 45 Questions for Discussion 49 3 Product Quality 50 The Concept of Quality 50 The Kano Model 53 Quality Function Deployment 59 Questions for Discussion 63 Appendix 65 4 Customer Satisfaction 70 The Concept and Relevance of Customer Satisfaction 70 Customer Satisfaction Viewed According to a Theoretical Model 71 Customer Satisfaction from a Behavioral Science Perspective 81 Measuring Customer Satisfaction 84 Questions for Discussion 89 5 Customer Retention 90 The Concept and Relevance of Customer Retention 90 Causes of Customer Retention/Commitment 92 Advantages of Customer Retention 93 Tools of Customer Retention 94 Questions for Discussion 104 6 Customer Value 106 Approaches to Acquiring Customer Value 107 Questions for Discussion 117 7 Company Success: Customer Relationship Management and the Balanced Scorecard 118 The Balanced Scorecard 119 The Four Perspectives of the Balanced Scorecard 120 Questions for Discussion 125 8 Challenges for Global Customer Relationship Management 128 The Primary Challenges Facing Successful Customer Relationship Management Implementation Efforts 128 Going Global: A Strategic and Central Approach for Customer Relationship Management 135 Questions for Discussion 138 Appendix: Case Studies on Customer Relationship Management 140 1 Customer Satisfaction at Paradorn Bank 142 2 The Case of Discovery 148 3 AB Swedish Lumber 158 4 The Case of Leban, Inc. and the Croatian Frozen Packaged Foods Market 178 5 Customer Orientation at Tesco 184 6 Mikhak Fresh Cut Flowers 196 Bibliography 202 Index 210 Customer Relationship Management is the first book to explore the benefits to the firm of a globally integrated approach to the management philosophy of Customer Relationship Management (CRM). The best hope for achieving a sustainable competitive advantage in a global marketplace is by means of better understanding which customers are in the best position to experience long-term, profitable relationships for the globally oriented firm. This book offers both an academic and a practical viewpoint of the importance of CRM in a global framework. It integrates the topics of knowledge management, total quality management, and relationship marketing with the goal of explaining the benefits of CRM for internationally active firms. The authors have included six case studies which allow the reader to undertake the role of CRM consultant in a'learning by doing'approach. The book should be required reading for all business executives who desire a customer-oriented approach to success, and for all students of business who desire to gain insight into a relationship management approach which will become ever-more important in the years ahead. Chapter headings are: 'Customer Relationship Management - Global and Local Dimensions', 'Customer Orientation', 'Product Quality', 'Customer Satisfaction', 'Customer Retention', 'Customer Value', 'Customer Relationship Management and Balanced Scorecared (BSC)' and 'Challenges for Global Customer Relationship Management' Explores the benefits to the firm of a globally integrated approach to customer relationship management. This book integrates the topics of knowledge management, total quality management, and relationship marketing with the goal of explaining the benefits of CRM for internationally active firms.