Published by Policy Publications in association with Surrey European Management School, University of Surrey and IBM Global Services, Consulting Group
"More than 10,000 copies already used by managers"
A portfolio of essential briefings on customer management ... Critical customer management issues ... leading-edge thinking
Close to the Customer briefings show how leading edge companies manage customer service issues... as well as some of the problems to avoid.
If you don't get close to your customers... somebody else will
Practical advice... real-life case studies... best practice guidelines... world-class solutions: all in the 22 Close to the Customer briefings
Customer value management
The goal of customer value management is to help a company deliver optimal value to customers. This briefing describes a top-level process for customer value management and demonstrates its benefits through real-life examples. The briefing underlines the close relationship between customer value management and relationship marketing. Key feature: six case studies on understanding customer needs. 20 pages.
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Effective data mining
Data mining is a key technology for identifying new customers. But it is shrouded in complex technical and operational issues. This briefing cuts through the hype to explain the most important data mining issues in non-technical terms. It recommends how to use data mining, where to start and shows the typical costs and benefits. Key feature: 21 management recommendations. 28 pages.
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Targeting high-value customers
Whether among the world's airlines or Britain's recently privatised rail companies, the key marketing battle is for high-value travellers. This briefing explores the key strategic and tactical issues involved in targeting high-value travellers and running loyalty schemes. It recommends a winning management approach and suggests how and where to start. (Read this briefing in conjunction with Managing frequent traveller schemes.) Key feature: relationship management outsourcing options for airlines template. 20 pages.
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Managing frequent traveller schemes
Setting up a frequent traveller scheme seems an ideal way to develop loyalty among high-value travellers. But such schemes are fraught with pitfalls. This briefing draws on the detailed experience of schemes such as Air Miles and Cathay Pacific to show how they can be managed most effectively. (Read this briefing in conjunction with Targeting high-value customers.) Key feature: policy options for airlines during a customer lifecycle. 24 pages.
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Managing complaints and compliments
Handling complaints -- and compliments -- effectively is critical to retaining satisfied customers. This briefing looks at some of the key concepts involved in dealing with unsolicited communications. It provides an overview and systems approach for managing contacts and explores organisational issues. Key feature: a pick-up-and-use six stage contact management process. 24 pages.
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Retail insurance customer management
Customer service is increasingly a key differentiator for retail insurance companies. This briefing looks at recent customer management developments in the insurance industry. It shows how successful companies focus on key elements of customer value. The briefing looks at likely future developments in the near and long term. Key feature: managing eight stages in the customer lifecycle. 28 pages.
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Retail banking customer management
The banking business is undergoing a major change in terms of the ways it develops contacts with customers. This briefing shows how customer management depends on a good combination of strategy, culture, systems and implementation processes. It explores likely developments in the near and long term. Key feature: map of market change in the banking industry. 24 pages.
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Relationship marketing strategy
Relationship marketing is vital to the successful integration of all marketing functions. This briefing identifies the main elements of successful relationship marketing and shows how they are related to customer value management. It shows where to start in developing a relationship marketing strategy and spotlights key implementation issues. Key feature: detailed relationship marketing planning template. 32 pages.
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Managing retail customers
The advent of new technologies is rapidly changing the way successful retailers are managing their customer base. This briefing explains recent developments in retailing customer management. It looks at ideas, such as loyalty cards, and analyses successes and failures so far. The briefing identifies some critical success factors in retail customer management. Key feature: two checklists -- for issuing and managing loyalty cards. 20 pages.
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Building customer relationships: best practice
When it comes to building good customer relationships, the winning post is constantly moving further away. This briefing provides a practical guide to developing and implementing those marketing strategies that provide the foundation for good customer relationships. It shows the role of customer value management in achieving best practice. Key feature: two questionnaires for evaluating customer management. 28 pages.
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Managing customer service in utilities
Many utilities are still climbing a steep learning curve in managing their customer relationships. This briefing identifies the key issues in utility customer management, sales, marketing and service. It recommends some practical ways forward. Key feature: the functions utility IT systems need to support. 28 pages.
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Relationship marketing: the technology
From the Internet to data mining, from electronic commerce to cable television, relationship marketing is awash with new technologies. This briefing identifies the main trends in using IT to improve customer management. It shows how to make that vital connection between IT and customer management strategies. It suggests some ways to measure the cost-benefit of new technologies. Key feature: 10 critical lessons from implementing technology. 24 pages.
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Customer loyalty: best practice
Every company wants to build a base of loyal -- and profitable -- customers. This briefing defines customer loyalty, analyses common customer loyalty programmes and shows their strengths and weaknesses. It provides a clear outline for designing and managing customer loyalty programmes. Key feature: an action plan for managing loyal customers. 24 pages.
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Marketing beyond 2000: a new strategy
The ability of customers to access information from the Internet may turn some of the rules of marketing on their heads. Now customers may seek out their own suppliers and dictate how the relationship develops. This briefing explores some of the strategic issues behind "transparent marketing". (Read this briefing in conjunction with Transparent marketing: the implementation.) Key feature: nine questions and nine critical recommendations for transparent marketing. 24 pages.
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Managing automotive customers
Why are average car buyers infuriated with how dealers treat them? Why are automotive suppliers frustrated with what they achieve with their customer databases? How important are brand and model versus customer management? This briefing shows how automotive companies are trying to improve their customer management and what they are achieving? Key feature: how to chart the change in customer behaviour. 24 pages.
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Direct mail: best practice
Why does so much direct mail not deliver long-term business benefits? Because it is not coordinated with other relationship marketing activities. This briefing explores some of the best practice ways to make the most from direct mail. Key feature: how to use direct mail effectively at different customer relationship stages. 24 pages.
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Transparent marketing: the implementation
Just what does a company need to do to catch the tide of the new "transparent marketing"? Most marketing departments will need to develop new skills and processes. This briefing looks at the key implementation issues for companies wanting to win new customers in the next millennium. (Read this briefing in conjunction with Marketing beyond 2000: a new strategy.) Key feature: a nine-step approach to using technology to improve customer management. 24 pages.
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Building customer-focused data
Most companies hold more information about their customers than they realise. But it is poorly coordinated and never gets used to build the relationship -- and win new business. This briefing looks at how the most effective companies build a relationship management data strategy and make it work. Key feature: 13 ways to define the difference between "good" and "bad" customers. 24 pages.
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Best practice customer management
Companies who believe the only way to learn more about their customers is to open up direct marketing channels should think again. Many suppliers could learn more if they developed effective partnerships with those intermediaries that already sell their products. This briefing explores the issues and shows how to develop working partnerships in key distribution channels. Key feature: making partnerships work in intermediaries. 24 pages.
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Managing good and bad customers
As competition in most markets intensifies, winners will be those companies who build a portfolio of "good" customers while avoiding as many as possible of the "bad". "Good" customers not only provide more profitable business, they're easier to build effective relationships with. This briefing provides a wealth of practical advice on recruiting "good" customers. 24 pages.
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Managing customers with e-business
Everybody's talking about e-business but which companies are doing it effectively? A company needs to address as many marketing and logistical as well as technical issues if it wants to generate profitable revenue from e-business. This briefing provides a down-to-earth practical guide for companies that have not yet reaped their share of profitable e-business. 24 pages.
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Models of customer management
There are plenty of new ways to manage customers -- but successful companies will develop a portfolio of customer management techniques. Effective market segmentation and relationship building are two key issues. This briefing explores the old and new models of customer management that will be needed in the new millennium. 24 pages.
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CLOSE TO THE CUSTOMER: SIX NEW BRIEFINGS FOR 2000
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