Smart Customer Management
Smart Customer Management
A Beginner's Guide to Customer-Centric Management
About the Book
Based on the research carried out by the author for the last five years and his extensive experience as a business consultant, Smart Customer Management provides a complete guide to understanding the real implications derived from what he calls the New Age of Customers, and how organizations must transform their thinking and management practices for success. The book stresses the importance of the customer as the key asset of the company and introduces a strategic framework to develop a customer-centered organization. Always from a practical perspective, the author analyzes the main principles governing the Smart Customer Management framework and examines the implementation strategy step by step, as well as the techniques and IT tools needed to unfold the full potential of customer-centered organizations. Smart Customer Management provides the reader with key capabilities and up-to-date resources needed to create customer-centered competitive advantages for business.
About the Author
Table of Contents
LIST OF FIGURES.......................................................................................... ix
PREFACE ..................................................................................................... xi
INTRODUCTION .......................................................................................... 1
PART I. FOUNDATIONS OF SMART CUSTOMER MANAGEMENT ................... 9
CHAPTER 1. THE CUSTOMER REVOLUTION HAS BEGUN ........................ 11
CHAPTER 2. WHAT IS SMART CUSTOMER MANAGEMENT ABOUT? ...... 21
CHAPTER 3. THE FIVE PRINCIPLES OF SMART CUSTOMER MANAGEMENT .................................................................................... 31
PART II. IMPLEMENTING THE MODEL ........................................................ 55
CHAPTER 4. THE SMART CUSTOMER MANAGEMENT MODEL .............. 57
CHAPTER 5. FORMULATING AND SHARING A STRATEGY ....................... 63
CHAPTER 6. KNOWING YOUR CUSTOMERS TO IMPROVE RELATIONSHIPS .................................................................................... 69
CHAPTER 7. DESIGNING A SUPERIOR CUSTOMER RELATIONSHIP ......... 83
CHAPTER 8. THE ULTIMATE GOAL: CUSTOMIZATION ........................... 95
CHAPTER 9. MEASURING PERFORMANCE AND RESULTS..................... 105
PART III. MANAGING THE TRANSFORMATION PROCESS .......................... 113
CHAPTER 10. DESIGNING THE SMART CUSTOMER MANAGEMENT ORGANIZATION .................................................................................. 115
CHAPTER 11. INFORMATION TECHNOLOGY GOVERNANCE ................. 123
CHAPTER 12. EVOLVING FROM PRODUCTS TO SOLUTIONS ................... 129
CHAPTER 13. THE CHANGE MANAGEMENT ROADMAP ....................... 135
PART IV. ESSENTIAL IT TOOLS .................................................................. 141
CHAPTER 14. CRM: THE ENGINE FOR BUILDING CUSTOME RELATIONSHIPS .................................................................................. 143
CHAPTER 15. CUSTOMER ANALYTICS: REAL-TIME CUSTOMER KNOWLEDGE ...................................................................................... 151
CHAPTER 16. SOCIAL MEDIA: CONSTRUCTIVE DIALOGUE WITH CUSTOMERS....................................................................................... 159
CHAPTER 17. DEPLOYING IT TOOLS .................................................... 167
CHAPTER 18. CHOOSING IT TOOLS ..................................................... 175
WHAT NEXT? .......................................................................................... 179
APPENDIX A. RETURN OVER THE CUSTOMER (ROC) ................................. 181
APPENDIX B. MEASURING CUSTOMER EXPERIENCE................................. 183
APPENDIX C. IT GOVERNANCE POLICIES .................................................. 187
APPENDIX D. ORGANIZATIONAL STRUCTURES FOR SOLUTIONS ............... 189
APPENDIX E. HOW TO IMPLEMENT A CRM STRATEGY ............................. 193
APPENDIX F. GOOD PRACTICES IN SOCIAL MEDIA MANAGEMENT ........... 199
APPENDIX G. HOW TO CHOOSE AN IT PARTNER ...................................... 203
ABOUT THE AUTHOR............................................................................... 211
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