Total customer value management : transforming business thinking / Gautam Mahajan.

Format:

Book

Author/Creator:

Mahajan, Gautam, author.

Language:

English

Subjects (All):

Customer relations--Management.

Customer relations.

Physical Description:

1 online resource (255 pages)

Edition:

1st ed.

Place of Publication:

Los Angeles : Response Books, 2010.

Summary:

The world is changing. So is the customer. Insightfully illustrated with case studies, caselets, tables, and graphs, this book illustrates how big companies in India, like Tata and Godrej, are embracing Total Customer Value Management to effect organizational transformation and change in business thinking. The author has utilized a reader-friendly story-telling approach and a dialogue format to help the reader relate to the characters and their roles, and learn positively from the experiences described in the book.

Contents:

Intro

Title Page

Copyright Page

Dedication Page

Contents

Foreword

Preface

1 - Prologue: From Best Practices to Next Practices

Total CVM Discussion Paper for Glacier Products

Outline of What Total CVM is

2 - Total CVM and the Company

Customer Management or CVM?

Total CVM

Steps towards Total CVM

Chapter Synopsis

3 - The Fundamentals

The Customer Comes First: No CEO Gods

The Organization of the Future

Customer Strategy

Changing the Rules of the Game

4 - Existing Programmes and Total CVM

Total Customer Value Management and Total Quality Management

The Toyota Way and Total CVM

Total CVM and Business Excellence

Customer Satisfaction and Total CVM: Customer Retention versus Customer Loyalty

Total CVM and Customer-centric Processes

Total CVM and Organizational Transformation

Customer Value and the Brand Manager-Brand Loyalty

Are You Building Brand Loyalty or Customer Loyalty?

5 - The Customer Bill of Rights and the Circle of Promises

Advantages of the Customer Bill of Rights

Broken Promises and Monitoring of Promises

6 - Strategic and Operational Managers and Total CVM

The CEO and the Customer

Chief Customer Value Creator or Chief Operating Officer

Chief Shareholder Value Creator or Chief Financial Officer

Co-creating Profits

The Chief Customer Officer

7 - Total CVM and Sales and Marketing: Chief Marketing Officer

Co-creating Customer Value

Customer Group of One: Treating Different Customers Differently

Increasing Value from a Customer

Value Selling

Value Addition in the Chain

The Role of Marketing in Total CVM

Marketing and Other Functions

Convert Call Centres to Action Centres

Customer Loyalty versus Customer Retention.

Total CVM and Other Business Processes

Correlating CVA with Market Share and Business Results

Driving Process Optimization with Customer Value

Co-creating Customer Experience

8 - Total CVM: Support, Staff and Operational Managers

Chief Manufacturing Officer

The Chief Employee Value Creator or VP Human Resources Development

The Chief Quality Officer

Chief Technology Officer

The Chief Information or IT Officer

Chief Communication Officer

And Finally the Board Room

9 - The Frontline People

Customer Value and Touchpoints

Create Customer Champions

10 - Bottom-up Total CVM: Customer Circles

Customer Circles and Shared Visions

Customer Circles and Team Learning

Customer Circles and Celebration/Recognition

Rolling Out Customer Circles

11 - Total CVM and Certification

Customer Education and Certification of Employees

Company Certification

12 - Epilogue: Total CVM at Glacier Products

Total CVM and Organizational Transformation at Glacier Products

Appendix I Total CVM: Barriers and Possible Solutions

Management, Employees and Attitudes as Impediments to Total CVM

Customers and Channels as an Impediment to Total CVM

Business Programmes or Thinking as an Impediment to Total CVM

Appendix II Total CVM at Godrej

Value

Overall Benefits

Pest Control Package

People

Service Execution

Overall Image

Overall Cost

Appendix III Where We Left off with Customer Value Investment: Formula for Sustained Business Success

Index

About the Author.

Notes:

Description based on print version record.

Includes index.

ISBN:

93-5388-712-7

OCLC:

1260346535