The Lifebelt: The Definitive Guide to Managing Customer Retention 救生带 fb2 pdf azw3 网盘 rtf 免费 下载 txt

In a world where there is increasing choice for just about every kind of product and service, winning and holding the best customers is key to the success of any business. Customer Relationship Management, or CRM, is a concept that senior managers in any kind of business ignore at their peril. At its heart is the successful management of customer retention by being customer-focused as an organization.

The concept is not rocket science, but its implementation is more of a challenge. It involves a fundamental change within the organization.In this book, John Murphy introduces "The Lifebelt" - quite literally an aid to keeping afloat in this pressured environment. The Lifebelt is a framework that offers a practical way forward to integrating and mobilizing the entire oragnization toward a holistic CRM programme.

The proprietary framework features six key factors identified as being essential for consistent delivery of service: customer focus, processes, employee involvement, training, measurement, and continuous improvement.

作者简介：John Murphy outlines how each of the factors should be owned by an appropriate member of the top management team. When this framework is ystematically and effectively implemented and managed it will considerably enhance the customer retention capacity of the company.

The logic of the framework applies to virtually all industries internationally. Managers and marketers across the board will find this book one of the most practical gudies to retaining customers published to date.

Introduction

　Sink or Swim?

　Why Retain Customers?

　What Happens if there is no Change to a Service Culture?

　　Customer Retention

Reasons for Change

Study of Customers

Finding the Best Customers for Retention

Loyal Customers

　Types of Loyalty

The Customer Service Integration Framework

Customer Focus

Micromarketing

Reward Loyalty

Best Practice

Mistakes do Happen

Success Builds Mutual Trust

Processes and Systems

Service Delivery

Employee Involvement

Empowerment of Teams

Trust

Training and Development

Measurement

Customer Focus

Processes and Systems

Employee Involvement

Training and Development

Continuous Improvement

Success is Measured against Competitors

Internal Communications

External Communications

Managers - Responsibility and Leadership

Continuous Improvement in Action

Summary

1　Economics of Retention

　The Role of the Top 10% of Customers

　The Expense of Attracting New Customers

　Loyalty-Based Customers

　Greater Satisfaction and Greater Loyalty

　Example

　　Establish Minimum Thresholds

　　Customer Views

　The Derived Approach

　Where are the Answers?

　What are the Real Market Drivers?

　 'Neutrals' are Fair Game for the Competition

　Utilize Your Middle Managers

　Summary

　 Reasons for Building Long-Term Customer Loyalty

2　Understanding Customers

　Customer Segregation and Behaviour

　Segmentation

　 Nothing in Business Remains Static

　Why would a Competitor Target your Customers?

　 Good Customer Segmentation

　 Innovation in Segmentation

　Types of Segments

　Aspects of Segmentation

　Segment Usability

　Dimensions of Brand Relationship Quality

　 Evaluating Segmentation Alternatives

　Customer Behaviour

　　What is a Customer?

　　What Motivates a Consumer to Buy?

　　What Happens Inside the Mind of the Client?

　　How do Customers Feel about Shopping?

　　Advanced Knowledge Adds to Shopping Pleasure

　Summary

3　Customer Focus

　Developing and Fostering a Service Culture

　Changing Organizational Culture

　　Unfreezing

　　Refreezing the Change

　　Gaining Top Management Support

　 Fostering a Service Culture

　 Segmenting Business Markets

　 Segmenting International Markets

　 Choosing Customers

　……

4　Processes and Systems

5 Employee Involvement

6 Training and Development

7 Measurement

8 Continuous Improvement

9 Communications

10 Leadership

11 Formalizing a Service Excellence Customer Retention Strategy

Bibliography

Index

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书籍介绍

In a world where there is increasing choice for just about every kind of product and service, winning and holding the best customers is key to the success of any business. Customer Relationship Management, or CRM, is a concept that senior managers in any kind of business ignore at their peril. At its heart is the successful management of customer retention by being customer-focused as an organization.

The concept is not rocket science, but its implementation is more of a challenge. It involves a fundamental change within the organization.

In this book, John Murphy introduces "The Lifebelt" - quite literally an aid to keeping afloat in this pressured environment. The Lifebelt is a framework that offers a practical way forward to integrating and mobilizing the entire oragnization toward a holistic CRM programme.

The proprietary framework features six key factors identified as being essential for consistent delivery of service: customer focus, processes, employee involvement, training, measurement, and continuous improvement.

John Murphy outlines how each of the factors should be owned by an appropriate member of the top management team. When this framework is systematically and effectively implemented and managed it will considerably enhance the customer retention capacity of the company.

The logic of the framework applies to virtually all industries internationally. Managers and marketers across the board will find this book one of the most practical gudies to retaining customers published to date.