Successful Customer Relationship Marketing : New Thinking, New Strategies, New Tools for Getting Closer to Your Customers

As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offer gets ever wider. So how can companies ensure that their product or service is their preferred choice and, more importantly, that it continues to be? The key is to develop a close relationship with those customers through knowledge of their preferences.This new book takes and indepth look at what companies all over the world are doing to achieve this and shows what tools and techniques are actually bringing results. It is divided into four parts: Part 1: Customer knowledge: how companies interpret and make use of customer data. Part 2: Strategy and technology: how e-business thinking and new technologies are used for managing customers. Part 3: Implementation: considers how to translate theory and technology into improved (global) customer management. Part 4: Sector studies. This volume takes an in-depth look at what companies all over the world are doing to achieve this and shows what tools and techniques are actually bringing results. It is divided into four parts: Customer Knowledge - how companies interpret and make use of customer data; Strategy and Technology - how e-business thinking and new technologies are used for managing customers; Implementation -considers how to translate theory and technology into improved (global) customer management; and Sector Studies As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offers gets ever wider. So how can companies ensure that their product or service is their preferred choice and, more importantly, that it continues to be? The key is to develop a close relationship with those customers through knowledge of their preferences A handbook on customer relationship marketing. It explores what companies all over the world are doing and shows what tools and techniques are actually bringing results. It is divided into four parts: Customer Knowledge; Strategy and Technology; Implementation; and Sector Studies This is essential reading for marketing, customer care and IT directors and for students.