客户战略：盈利性客户关系建立指南 Build Your Customer Strategy 电子版 免费 pdf 下载 azw3 fb2 caj mobi

Goods and services are no longer enough.Today's customers attach an emotional connection to the products they use and to the businesses at which they shop. Wouldn't you love to have your customers raving about your company or about your product and calling it their own? Now you can.

With his profound insight, simplicity, and uncommon sense, industry expert and author Jim Barnes shows you how managers and executives can create lasting and genuine customer relati***hips that will withstand the competitive overtures of other companies. He draws on his more than thirty years of experience listening to end-c***umers and business customers from a wide variety of industries to enable you to develop your own customer strategy, using the building blocks of successful customer relati***hips that are presented in this book.

Filled with case histories of companies that have succeeded in building solid, genuine relati***hips with customers, this book will help you to maximize and capitalize on the opportunities your customers represent. This hands-on book:

Explores the process of developing and sustaining customer relati***hips that establish an emotional connection；

Explains how to achieve the lofty status where customers will actually be proud to be your customers；

C***iders how to manage difficult relati***hips, such as those that take place via technology or at great distances；

Helps you take the pulse of your customer relati***hips and identify where those relati***hips are weak and where they are strong.

Required reading for every CEO, chief customer officer, customer service executive, and marketing executive, this book urges you to adopt—and keep in mind—the customer's perspective and what it means as a customer to have a relati***hip with a company or brand. Build Your Customer Strategy shows you how to make a connection with your customers that will not simply satisfy them, but also build and keep their loyalty for your business's long-term success.

作者简介：

JIM BARNES is an internationally recognized c***ultant, speaker, and educator on customer relati***hip strategy and measurement. He offers a unique perspective on customer loyalty, approaching the subject from the customer's perspective. He is the author of seven books, including the internationally acclaimed Secrets of Customer Relati***hip Management: It's All About How You Make Them Feel. He regularly delivers conference keynotes and workshops on the broad subjects of customer relati***hip building and the creation of customer loyalty. He works with leading companies to build their customer strategies. He is a member of the Guru Panel at CRMguru.com and a regular contributor to many publicati*** on the subject of customer strategies. He is Professor of Marketing at Memorial University and operates his c***ulting practice, Barnes Marketing Associates, Inc. (bmai-strategy.com), from his base in Ca***. Dr. Barnes holds an MBA from the Harvard Business School and a PhD in marketing from the University of Toronto.

Introduction.

Chapter 1 How Do You Make Them Feel?

The Focus Is on the Customer—Just Listen!

Are You Customer Focused?

Wear That Customer Hat.

A Long-Term Strategy.

When Is a Relati***hip a Relati***hip?

The Hard and the Soft.

Customers Are People, Not Data Points.

We Need More Insight, Not More Data.

Remember That Quarter-Inch Drill.

The Little Things Aren’t—Little, That Is.

Not Marketing as We’ve Known It.

It’s Also a Different View of CRM.

This Isn’t New, but It’s Not Easy Either.

Chapter 2 Are They Loyal or Merely Satisfied?

Great Expectati***.

They Do Not Expect to Be Surprised.

Satisfaction Is Functional, Loyalty Is Emotional.

Satisfaction Is Personal and Situational.

Fragility of Customer Satisfaction.

Bridging Satisfaction and Loyalty.

It’s Not a Relati***hip, but I Love Shopping There!

Loyalty Is Alive and Very Well.

Repeat Buying Is Not Necessarily Loyalty.

We’re in It for the Points.

Understanding Loyalty.

Loyalty: Functional or Emotional?

Why Satisfaction Is Like C***sterol.

Transforming the Functionally Loyal

Five Steps to Solid Customer Relati***hips.

Where Do Expectati*** Fit?

What Does All This Mean for You?

Chapter 3 Create Meaningful Value.

What’s Value Got to Do with It?

Value Creation: The Essential Role of the Firm.

Value Equation.

It’s Just Not Worth the . . .

What Will They Value?

What Is Value?

Customer’s View of Value.

Value Hierarchy.

Value Proposition: Functional and Emotional Components.

Giving and Taking Away.

Creating More Valuable Value.

Meaningful Value Creation: Being La***l.

Think Customer Context: What Are They Going Through?

Value: The Essence of the Customer Strategy.

Chapter 4 You Mean a Lot to Them.

Becoming Customer Centric.

Nature of Customer Relati***hips.

They Know Them When They Feel Them 59

What Is a Relati***hip Anyway?

There’s No Emotion.

Hierarchy of Emoti***.

Emoti*** in Relati***hip Building.

Why Relati***hips Last.

How Can You Mean Something Special to Them?

Building Blocks of Customer Strategy.

Chapter 5 Beyond Mundane Experiences.

A Broader View.

Back to Relati***hip Building. Now They Are Experiences.

Central to Strategy Development.

Experience Is Not (Usually) Entertainment.

The Brand Experience.

What Contributes to the Experience?

Elevating the Experience Beyond the Mundane.

Personalizing the Customer Experience.

Scripts and Systems—Not Personal!

Recognizing Life Events: The Concept of Graduation.

Bad Experiences: Why Do They Do That?

Stepping in to Help When Bad Things Happen.

Chapter 6 Things You Can Make Possible.

Ultimate Customer Experience.

Expectati*** Revisited.

Delivering the Unexpected.

Need for Contextual Intelligence.

B2B Perspective.

Create That Eclipse.

Two Boxes, Actually . . .

What Will It Take?

Let’s Get Creative.

Really Thinking Outside the Box.

Great Cleaners? Not Anymore . . .

Intel Factor.

Suddenly, It’s a Different Value Proposition.

Stepping Back.

Chapter 7 Payback Time.

Customer Relati***hips as Assets.

Curse of Customer Churn.

What Is a Loyal Customer Worth?

Real ROI from Customer Relati***hips.

VI3C: Some Just Look Good on You.

A Customer’s Sphere of Influence.

What We Stand to Lose When They Leave.

An Aside: What About Historic Customer Value?

Danger of the Database View.

You Don’t Want Them All, but Tread Carefully.

What’s Important?

Chapter 8 How Are You Doing?

Characteristics of Relati***hip-Focused Firms.

20/20 Insight.

Not About Mining and Surveying.

Go Deep!

Where to Go for Insight.

More Structured Sources.

Plan to Measure Results.

Challenges of Being Accountable.

Accepting the Need to Measure.

We Can Measure This.

Measuring the Equity in the Relati***hip.

Connecting to Harder Numbers.

Relati***hip Segmentation.

Relati***hips at Risk.

Beneath the Radar: The Problem of the “Almost Customer”.

A Measurement Plan.

Chapter 9 What Management Needs to Know.

It’s a Different View of Things.

What’s Holding Us Back?

You Need Great People.

Creating Creativity.

Be Careful How You Pay Them.

Getting That Elusive Buy-In.

How Great Companies Got to Be That Good.

Resist the Temptation to Tell Everyone.

Putting It All Together.

Chapter 10 Putting It All Together.

Always Moving Forward.

Agreement to First Principles.

Understand the Strategy.

Looking through the Lens.

Supporting Decisi***.

Progression of Thinking and Action.

Implicati*** for Other Areas.

Over to You!

Appendix Customer Strategy Template.

Index.

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