Buku Customer Relationship Management 4 Edition 9781138498259

Customer Relationship Management: Concepts and Technologies 4th Edition

Product details
Publisher ‏ : ‎ Routledge; 4th edition (May 9, 2019)
Language ‏ : ‎ English
Paperback ‏ : ‎ 468 pages
ISBN-10 ‏ : ‎ 1138498254
ISBN-13 ‏ : ‎ 978-1138498259
Item Weight ‏ : ‎ 2.2 pounds
Dimensions ‏ : ‎ 7.44 x 1.1 x 9.69 inches

Contents
List of figures
List of tables
Preface
Acknowledgements
Section A Understanding customer relationships
1 Introduction to CRM
Chapter objectives
Introduction
Three forms of CRM
Strategic CRM
Operational CRM
Analytical (or analytic) CRM
Where does social CRM fit?
The changing face of CRM
Misunderstandings about CRM
Defining CRM
CRM constituencies
Commercial contexts of CRM
The not-for-profit context – the “third sector”
Models of CRM
Conclusion
Notes and references
2 Understanding relationships
Chapter objectives
What is a relationship?
Relationship quality
When do companies want relationships with customers?
Customer life-time value
When do companies NOT want relationships with customers?
When do customers want relationships with suppliers?
When do customers NOT want relationships with suppliers?
Customer satisfaction, loyalty and business performance
Relationship management theories
Conclusion
Notes and references
3 Managing the customer journey: customer acquisition
Chapter objectives
Introduction
Customer journey: the basics
Customer acquisition
What is a new customer?
Portfolio purchasing
Prospecting
Making the right offer
Key performance indicators of customer acquisition programs
Operational CRM tools that help customer acquisition
Conclusion
Notes and references
4 Managing the customer journey: customer retention and development
Chapter objectives
Introduction
What is customer retention?
Economics of customer retention
Which customers to retain?
Strategies for customer retention
Positive customer retention strategies
Context makes a difference