Managing the new customer relationship : strategies to engage the social customer and build lasting value / Ian H. Gordon.

Format:

Book

Author/Creator:

Gordon, Ian H.

Language:

English

Subjects (All):

Relationship marketing.

Customer relations--Management.

Customer relations.

Social media--Marketing.

Social media.

Physical Description:

1 online resource (351 p.)

Edition:

1st edition

Place of Publication:

Hoboken, N.J. : Wiley, 2013.

Language Note:

English

System Details:

text file

Summary:

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

Contents:

Managing the New Customer Relationship: Strategies to Engage the Social Customer and Build Lasting Value; Contents; Acknowledgments; Introduction; Chapter One: Managing the New Customer-and the New Customer Relationship; Relationships Matter; The Old Rules of Marketing Don't Work; Technology Has Changed Everything; The Truth Is Visible; Marketplaces Are Social; Marketing Is Sociology; One-Through-One Is More Important Than One-To-One; Defining the New Customer Relationship; Implications for Managing the New Customer Relationship; Chapter Two: Strategies for Better Customer Relationships

A Strategic Context for Relationship ManagementRelationship Management Capabilities; Culture and Values; Leadership; People; Technology; Customer analytics, Knowledge and Insight; Process; The Cultural Imperative; Beyond Culture: The Strategic Enablers; Relationship-Based Strategy; Structure; Relationships and the Relationship Manager; Relationship Managers and Mega-Processes; Chapter Three: Planning Relationships with Existing Customers; What's In a Relationship Management Plan?; Customer Selection; Customer Database; Cost-to-Serve; Customer Profitability; Share of Customer

Customer Strategic ValueCustomer Alignment; Relationship Objectives; Categorizing Relationship Objectives; Behavioral Clusters; Engagement; Learning Relationships; Technology for Disintermediation of Communications; Intelligent Engagement; Customer "Stickiness"; Multichannel Integration; Touch Maps; Customer-Specific Positioning; Value; Customer Sensing; Customer Understanding; Interpretation; Response; Customer-Specific Value; Innovation; Collaborative Innovation; Multiple Levels of Engagement; Relevant Technologies; Competing on Scope; Teaching; Sharing; Unbundling; Fair Sharing of Value

Chapter Four: One-Through-One: Engaging Social CustomersThe "Peoplescape" of Social Media; The Company is No Longer Center Stage; The Customer is Speaking; Listen; Social Media Taxonomy; Social Media Objectives; Social Media Planning; Setting Objectives; Current State Analysis; Future State Analysis; Transitioning; Individual Customer Engagement; Customer-Specific Communications Objectives; Persuading Individuals; Encouraging Communications Pass-Through; Chapter Five: B2B Relationships; Consumer and Business-to-Business Relationships; Goods and Services; Market Structure

Distribution ChannelsPurchase Decision-making; Decision-making Unit, Criteria and Process; Buyer-Seller Relationship; Reciprocity; Mutual Value Creation; One-Way "Relationships"; Managing the B2B Relationship; B2B, Social Media and Product Lifecycles; Social Media in the Introductory Phase; Social Media in Growth and Maturity Phases; B2B Social Media Communications; Social Media and Planning; Social Media and the Communications Mix; Processes and Customer Analytics Considerations; Social, Internal to the Enterprise; Chapter Six: Relationships with Mobile Customers

Defining Mobile Relationships

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9781118255896

1118255895

9781299402492

1299402496

9781118255902

1118255909

OCLC:

833765774