{"product_id":"the-seven-myths-of-customer-management-how-to-be-customerdriven-without-being-customerled-9780470858806","title":"The Seven Myths of Customer Management  How to be Customerdriven Without Being Customerled","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eIn this lively and readable book, the authors argue that in recent years far too much has been made of customer satisfaction, and that this has come at the expense of hard--edged consumerism. Whether or not \"the customer is king,\" the first rule of business is to make money.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"…is a stimulating canter through some marketing mantras, dismantling them fairly and frankly before suggesting alternatives…\" (Marketing, 16 October 2003)  \u003cp\u003e“… iconoclastic…” (Admap, February 04)\u003c\/p\u003e \u003cp\u003e\"...The myths put CRM into perspective, explaining what to use and what to discard.\" (\u003ci\u003eBrand Strategy\u003c\/i\u003e, September 2006)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eFigures ix\u003c\/p\u003e \u003cp\u003eAcknowledgements xi\u003c\/p\u003e \u003cp\u003eIntroduction xii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 The seven myths of customer management: Debunking some established wisdom 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe dangers of customer leadership 1\u003c\/p\u003e \u003cp\u003eWhat is really happening? 5\u003c\/p\u003e \u003cp\u003eMyth 1: Customer retention is the key to increased profitability 6\u003c\/p\u003e \u003cp\u003eMyth 2: Divesting unprofitable customers will increase profitability overall 9\u003c\/p\u003e \u003cp\u003eMyth 3: Customer satisfaction leads to customer loyalty 12\u003c\/p\u003e \u003cp\u003eMyth 4: Repeat purchase is the same as customer loyalty 15\u003c\/p\u003e \u003cp\u003eMyth 5: Organizations should develop relationships with their customers 18\u003c\/p\u003e \u003cp\u003eMyth 6: One-to-one marketing is the ultimate goal 21\u003c\/p\u003e \u003cp\u003eMyth 7: Technology is the primary enabler of customer focus 25\u003c\/p\u003e \u003cp\u003eA different approach 28\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Testing the water: Understanding where you are today 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePicking up customer signals 32\u003c\/p\u003e \u003cp\u003eBusiness-to-business customers 36\u003c\/p\u003e \u003cp\u003eWhat research does not tell you 39\u003c\/p\u003e \u003cp\u003eNew technology, new danger 42\u003c\/p\u003e \u003cp\u003eSubstituting benchmarking for thought 44\u003c\/p\u003e \u003cp\u003eTen ways to gain real customer insight 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Look before you leap: Developing a customer-focused strategy 50\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is customer-focused strategy? 52\u003c\/p\u003e \u003cp\u003eStrategy in context 55\u003c\/p\u003e \u003cp\u003eDeveloping customer-focused strategy 58\u003c\/p\u003e \u003cp\u003eAppraising the world outside 62\u003c\/p\u003e \u003cp\u003eSeeking to be different 66\u003c\/p\u003e \u003cp\u003eLeading on cost 69\u003c\/p\u003e \u003cp\u003eFocusing on markets or customers 70\u003c\/p\u003e \u003cp\u003eThe customer lifecycle 73\u003c\/p\u003e \u003cp\u003eDeciding and evaluating alternatives 77\u003c\/p\u003e \u003cp\u003eAction planning 80\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Measuring your way to success: Allocating resources for maximum effect 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe failure of measurement 85\u003c\/p\u003e \u003cp\u003eCustomer attitude measures 86\u003c\/p\u003e \u003cp\u003eCustomer retention measures 87\u003c\/p\u003e \u003cp\u003eCustomer value measures 89\u003c\/p\u003e \u003cp\u003eThe failure of management information systems 93\u003c\/p\u003e \u003cp\u003eTowards customer value 97\u003c\/p\u003e \u003cp\u003eCustomer value analysis in action 102\u003c\/p\u003e \u003cp\u003eThe pitfalls and problems 107\u003c\/p\u003e \u003cp\u003eThe benefits of value-based management 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Don’t keep it too simple, stupid: The need for a segmented approach 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSegment or die 113\u003c\/p\u003e \u003cp\u003eUnderstanding customers’ needs and motivations 114\u003c\/p\u003e \u003cp\u003eCollecting the data 120\u003c\/p\u003e \u003cp\u003eFrom data to intelligence 120\u003c\/p\u003e \u003cp\u003eFrom intelligence to hypothesis 126\u003c\/p\u003e \u003cp\u003eFrom hypothesis to appraisal 130\u003c\/p\u003e \u003cp\u003eFrom appraisal to strategy 131\u003c\/p\u003e \u003cp\u003eFrom strategy to results 133\u003c\/p\u003e \u003cp\u003ePitfalls and problems 136\u003c\/p\u003e \u003cp\u003eSegmentation: a postscript 138\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Lining up the ducks: Aligning the company for customer focus 140\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAligning finance 142\u003c\/p\u003e \u003cp\u003eAligning product strategy 143\u003c\/p\u003e \u003cp\u003eAligning the proposition: from product to profit 146\u003c\/p\u003e \u003cp\u003eBrand alignment 148\u003c\/p\u003e \u003cp\u003eAligning distribution 150\u003c\/p\u003e \u003cp\u003eAligning customer communication 152\u003c\/p\u003e \u003cp\u003eLoyalty programmes 158\u003c\/p\u003e \u003cp\u003eAlignment: a postscript 163\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Are you the problem? The role of leadership in creating customer focus 164\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eData-less decision making 166\u003c\/p\u003e \u003cp\u003eRearranging the deckchairs 168\u003c\/p\u003e \u003cp\u003eThe pitfalls of project teams 169\u003c\/p\u003e \u003cp\u003eBest practice is sometimes best left alone 170\u003c\/p\u003e \u003cp\u003eIncentivizing inappropriate behaviour 172\u003c\/p\u003e \u003cp\u003eTechnology turmoil 175\u003c\/p\u003e \u003cp\u003eEveryone embraces change enthusiastically 179\u003c\/p\u003e \u003cp\u003eReorganizing for focus 183\u003c\/p\u003e \u003cp\u003eChanging a light bulb 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Bringing the focus alive: A practical action plan 188\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn action plan for customer focus 190\u003c\/p\u003e \u003cp\u003eManaging the customer focus process 190\u003c\/p\u003e \u003cp\u003eThe internal review 193\u003c\/p\u003e \u003cp\u003eCustomer dynamics and needs 195\u003c\/p\u003e \u003cp\u003eSegment objectives and propositions 198\u003c\/p\u003e \u003cp\u003eCustomer-management objectives, strategy and tactics 200\u003c\/p\u003e \u003cp\u003eChannel strategies and implementation 207\u003c\/p\u003e \u003cp\u003eTesting and performance measurement 208\u003c\/p\u003e \u003cp\u003eCustomer and market knowledge management 211\u003c\/p\u003e \u003cp\u003eChange planning 213\u003c\/p\u003e \u003cp\u003eTechnology strategy 214\u003c\/p\u003e \u003cp\u003eIndex 218\u003c\/p\u003e","brand":"John Wiley \u0026 Sons","offers":[{"title":"Default Title","offer_id":53515419812183,"sku":"9780470858806","price":36.09,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/bookcurl.com\/products\/the-seven-myths-of-customer-management-how-to-be-customerdriven-without-being-customerled-9780470858806","provider":"Book Curl","version":"1.0","type":"link"}