E-Book Overview
Peter Drucker said 25 years ago 'The purpose of a business is to attract and retain a customer'. It sounds simple but too many businesses have forgotten it to their cost. In his latest book, Graham Robert-Phelps shows how every customer is in some way unique and explains how to segment customers by value, pattern and buying criteria. He suggests methods of creating an effective culture of creativity in your business and explains the techniques of 'customerised selling' to radically increase customer retention. He shares his innovative ideas for customer service skills and goes on to explain how to generate a customer culture through the right methods of recruitment, training and promotion. Graham also explores strategies and tactics for developing relationship with your customers, including customer surveys and opportunities for going direct to customers through advances in technology and distribution. As he demonstrates, brands may be global but customerised marketing requires skill in responding to customers' attitudes and expectations, whoever and wherever they are.
E-Book Content
Contents 1 chapter one Customer relationship management demystified .....................................1 What is customer relationship management? .........................................................................2 The four steps to relationship management ............................................................................4 What this looks like in an organisation ...................................................................................9 Not just another marketing trick...........................................................................................10 The business case .............................................................................................................12
2 chapter two Why do customers defect? ...............................