Description
Neighborhood retailers have long been recognized for their ability to establish genuine customer relationships, sincere bonds of trust and familiarity that last for decades and pass from generation to generation.
Secrets of Customer Relationship Management presents and examines their observable, quantifiable relationship-building techniques and explains how they can be adapted for use by any company-up to and including large, multinational businesses and organizations.
Building on author Jim Barnes's 30-plus years of experience in understanding and creating customer loyalty, this unique and insightful book explores:
- The essence of genuine customer relationships and the content and characteristics of such relationships
- The connection between the creation of value for customers, the establishment of customer relationships, and the enhancement of shareholder value
- Techniques to develop personalized relationships through the use of technology, including e-commerce and the Internet
- Strategies to extend successful customer relationship techniques to sup- pliers, employees, channel members, and shareholders
Until now, the all-important emotional side of the customer relationship has remained largely unexplored. Secrets of Customer Relationship Management is the first book to provide a complete understanding of the drivers of successful customer relationships and to detail specific techniques for applying them in today's increasingly depersonalized business environment.
