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Managing the New Customer Relationship : Strategies to Engage the Social Customer and Build Lasting Value

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Managing the New Customer Relationship

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Managing the New Customer Relationship

Praise for "MANAGING THE NEW CUSTOMER RELATIONSHIP"

"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."

-- William Band, Vice-President, Principal Analyst, Forrester Research Inc., Cambridge, MA

"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."

-- Jagdish N. Sheth, Ph.D., Charles H. Kellstadt Professor of Marketing, Emory University, Atlanta, GA

"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."

-- Marcus Ruebsam, Vice-President, Line-of-Business Marketing Solutions, SAP AG, Walldorf, Germany

"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."

-- Helmuth Cepeda, Small, Medium and Distribution Director, Microsoft Mexico, Mexico City, Mexico

Marketing has changed fundamentally in the last few years and has become an entirely new discipline, one that focuses on a new customer and a new relationship, framed by new principles, strategies, processes, roles and tactics. Individual customers are economically targeted and served, and treated as segments of one rather than members of a target market. Word of mouth and recommendations are vital as customers influence one another more than a company can do within its own advertising or customer dialogs. Today's customer is always online, accessible and connected. Now marketing is not only direct and customer-specific but a "continuous "process by which companies seek to engage customers and be progressively more relevant, attractive and valuable. This is the era of a new customer relationship--an individual relationship that is social, mobile and local, influenced by peers and shaped by cognitive, behavioural and social psychological principles. New techniques, processes and technologies transform what it means to implement marketing strategy and achieve improved business results.

The new customer relationship requires that even those companies that have embraced customer relationship management ought to reassess their customer management. Now every marketing decision, whether online or in the physical world, whether of a technological nature, whether it affects customer experience, communications, dialogs, teaching or organizational

Specifications

Publisher
Wiley
Book Format
Hardcover
Original Languages
ENG
Number of Pages
327
Author
Ian Gordon
ISBN-13
9781118092217
Publication Date
April, 2013
Assembled Product Dimensions (L x W x H)
9.10 x 6.20 x 1.20 Inches
ISBN-10
111809221X

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