Managing Customer Relationships

DON PEPPERS is a Founding Partner at Peppers & Rogers Group. He is a former CEO of a top-20 direct marketing agency. He is a globally respected thought leader, futurist, and consultant. He holds a degree in astronautical engineering from the U.S. Air Force Academy and a master's in public affairs from Princeton University's Woodrow Wilson School. His popular blog, "Peppers Unplugged," can be found at www.1to1media.com. MARTHA ROGERS is a Founding Partner at Peppers & Rogers Group and is in demand for speaking and thought leadership on six continents. She is also an adjunct professor at the Fuqua School of Business at Duke University. She earned her PhD at University of Tennessee as a Bickel Fellow, and has led multi-year, multimillion-dollar research programs. PEPPERS and ROGERS have published eight best-selling books and are "always working on the next one." Their first book, The One to One Future, was named "Book of the Year" by Tom Peters and "one of the two or three most important business books ever written" by George Gendren, then editor of Inc. Their second book, Enterprise One to One, was given a five-star rating by the Wall Street Journal. The books appear in nineteen languages. They have also published in Harvard Business Review and other academic publications.

Preface xi PART I PRINCIPLES OF MANAGING CUSTOMER RELATIONSHIPS 1 CHAPTER 1 Evolution of Relationships with Customers 3 CHAPTER 2 The Thinking behind Customer Relationships 37 PART II IDIC IMPLEMENTATION PROCESS: A MODEL FOR MANAGING CUSTOMER RELATIONSHIPS 71 CHAPTER 3 Customer Relationships: Basic Building Blocks of IDIC and Trust 73 CHAPTER 4 Identifying Customers 103 CHAPTER 5 Differentiating Customers: Some Customers Are Worth More than Others 121 CHAPTER 6 Differentiating Customers by Their Needs 159 CHAPTER 7 Interacting with Customers: Customer Collaboration Strategy 185 CHAPTER 8 Customer Insight, Dialogue, and Social Media 217 CHAPTER 9 Privacy and Customer Feedback 243 CHAPTER 10 The Payoff of IDIC: Using Mass Customization to Build Learning Relationships 275 PART III MEASURING AND MANAGING TO BUILD CUSTOMER VALUE 305 CHAPTER 11 Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives 307 CHAPTER 12 Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise 349 CHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1 381 CHAPTER 14 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2 409 CHAPTER 15 Where Do We Go from Here? 451 Summary 480 Food for Thought 481 Name Index 483 Term Index 487