This is essential reading for marketing, customer care and IT directors and for students.

Successful Customer Relationship Marketing: New Thinking, New Strategies, New Tools for Getting Closer to Your Customers

Business & Money

Stone, Merlin

Foss, Bryan

Marketing & Sales

Kogan Page Business Books

* Customer Relationship Management, Customer Loyalty, Customer Centricity are key concepts in Business and Management thinking today

CRM in Financial Services: A Practical Guide to Making Customer Relationship Management Work

Economics

* Includes a new free CD-ROM * Published in association with IBM and Ogilvy Effective customer relationship marketing (CRM) is one of the most important challenges faced by the management team of a modern enterprise. In a highly competitive and demanding environment, more and more companies are seeking to establish the strategies, culture, processes and technologies that will make it just that little bit harder for customers to make a switching or even a multi-sourcing decision. Nobody can completely predict human behavior but the ideas behind CRM are certainly designed to ensure the best chance of success. CRM remains the biggest revolution yet in marketing, the power of new technology having swept it to the forefront of management thinking. Although based on apparently simple ideas involving keeping in touch and responding to customer contacts, many companies still shy away from the awesome task of building a relationship with thousands, or even millions, of people. As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offer gets even wider. So how can you ensure that your product or service is their preferred choice, and, importantly, that it continues to be? Do customers become confused by too extensive a choice? Will people welcome a close relationship with their suppliers or will they find it over-intrusive and an invasion of privacy? Database technology of different kinds can facilitate a range of relationship marketing techniques. The important issues for modern enterprises, large and small, are to understand the why, what, how, when and where of using them. ""Up Close and Personal?"" provides important andpractical new insights into effective customer relationship marketing by looking in depth at: * Strategies, policies and plans; * Measuring the impact; * Segmentation; * The implementation program; * Customer loyalty and continuity; * Transparent marketing, customer value and process management; * Customer knowledge management; * Technical systems and data management; * Managing good and bad customers * Establishing ROI and satisfying the Board This second edition has been fully updated throughout and contains new material on data management, key performance indicators and benefit analysis. It also comes with a free CD-ROM containing a diagnostic tool to enable you to determine how well your enterprise might be positioned to take forward a new CRM initiative. Based on worldwide research into CRM supported by IBM, Up Close and Personal? brings together the work of four leading experts in the field: Gamble, Stone, Woodcock and Foss provide a combination of marketing theory, practical guidance, case studies and implementation techniques, while emphasizing the need for constant re-evaluation. It is clear that businesses that develop closer relationships with their customers can compete better. However, these relationships cannot be built overnight. The capabilities necessary to sustain and develop them require careful consideration. Enterprises that build their CRM systems now will be the organizations of the future.

Up Close and Personal?: Customer Relationship Marketing @ Work

Gamble, Paul R.

Woodcock, Neil

Given the big budgets that are attached to customer management (CM) initiatives, it's not surprising that companies are keen to see a good level of return on investment. But many companies, especially large ones, are finding that they are not adding value through their CM programs. Conversely, those companies that have focused on improving their CM are seeing significant benefits, as this book clearly shows.

The Customer Management Scorecard: Managing CRM for Profit

Finance

* Market-specific to financial services * CD Rom providing KAM analysis software, and access to further support. * Practical tools, both in the text and the CD-ROM Building on the success of Peter Cheverton's generic book, Key Account Management, (now in its third edition), Key Account Management in Financial Services follows a broadly similar structure but is aimed at sales and marketing people in the financial services (FS) sector. Designed for practitioners and managers responsible for implementation, the focus is on ""making it happen,"" using real examples to illustrate tools and models, and to highlight success and failure. The book takes the readers through a developing process of understanding, analysis, planning, implementation, and performance monitoring, matching the development over time of their own plans. It is intended to be used as a ""before, during, and after"" guide to practical implementation. Targeted narrowly on financial services, the book addresses the changing environment and the new imperatives for KAM -- the rising cost of sales, regulatory bodies, globalization of customers, new customer organizations; the buying process in Financial Services; ""Competitor Replacement Strategies,"" a particular feature of the FS market. Also included are a much expanded section on E-commerce and the Internet, and one on the management of non Key Accounts, vital to the success of any KAM strategy in these markets

Key Account Management in Financial Services

Hughes, Tim

Cheverton, Peter

""Consumer Insight"" provides market researchers with knowledge of database marketing and CRM techniques. It explains what database marketing is and covers the classic areas that marketers tend to focus on, such as: knowing who your customers are, what they do, where they are, what they buy and what they would like to buy. It explores the psychological areas too - what customers think and feel, what their objectives and strategies are and how these influence how they behave. The title also explains how to manage this process, and how companies gain insight into their customers by managing and using their customer data correctly.

Consumer Insight: How to Use Data and Market Research to get Closer to Your Customer (Market Research in Practice Series)

Using specific, tailored examples and case studies from global financial services companies, Key Account Management in Financial Services provides marketing professionals in the financial services sector with expert advice on marketing and selling their financial products to large clients.   Compiled from original research and interviews, this book can be used as a “before, during, and after” guide to practical implementation.  Contents include: defining key account management in financial services; the customer’s perspective; preparing for key account management; identifying key accounts; entry strategies; meeting the customer’s needs; keeping on track.

Key Account Management in Financial Services: Tools and Techniques for Building Strong Relationships with Major Clients

Kogan Page.

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Books by Foss, Bryan