Praise for "MANAGING THE NEW CUSTOMER RELATIONSHIP"
"Gordon delivers an impressive synthesis of the newest methods
for engaging customers in relationships that last. No organization
today can succeed without the mastery of customer relationship
management strategy fundamentals. But to win in the decades ahead,
you must also understand and capitalize on the rapidly evolving
social computing, mobility and customer analytics technologies
described in this book. Checklists, self-assessments and graphical
frameworks deliver pragmatic value for the practicing manager."
-- William Band, Vice-President, Principal Analyst, Forrester
Research Inc., Cambridge, MA
"A very comprehensive and practical book on managing
relationships with existing customers in the age of social media I
particularly enjoyed reading chapters on teaching customers new
behaviors, which were illustrated by excellent case studies."
-- Jagdish N. Sheth, Ph.D., Charles H. Kellstadt Professor of
Marketing, Emory University, Atlanta, GA
"The strategic breadth and depth of this book is impressive as
Gordon explores the new customer and how to plan and manage the new
customer relationship. I found his review of strategies, techniques
and technologies for social, mobile, mass customization and
customer analytics to be particularly insightful. Gordon urges
marketers to live and breathe one-through-one marketing and to
master social engagement techniques. The checklists, cases and
examples make the content grounded and actionable. This is an
important, current and detailed book to which every organization
should pay close attention to improve customer relationships and
create shareholder value."
-- Marcus Ruebsam, Vice-President, Line-of-Business Marketing
Solutions, SAP AG, Walldorf, Germany
"There are many books on CRM, but I recommend this one because
Gordon's book does what others do not. He considers CRM strategy
and evolves it to recognize a new customer, one who is always
connected, socially available and influential. The book doesn't
just discuss many point solutions for specific marketing
challenges; it integrates technology with strategy, people, process
and customer analytics to develop relationships continuously. This
book is a broad and deep exploration of CRM, providing practical,
fact-based perspectives that every company can use to validate and
rethink their customer and stakeholder relationships."
-- Helmuth Cepeda, Small, Medium and Distribution Director,
Microsoft Mexico, Mexico City, Mexico
Marketing has changed fundamentally in the last few years and
has become an entirely new discipline, one that focuses on a new
customer and a new relationship, framed by new principles,
strategies, processes, roles and tactics. Individual customers are
economically targeted and served, and treated as segments of one
rather than members of a target market. Word of mouth and
recommendations are vital as customers influence one another more
than a company can do within its own advertising or customer
dialogs. Today's customer is always online, accessible and
connected. Now marketing is not only direct and customer-specific
but a "continuous "process by which companies seek to engage
customers and be progressively more relevant, attractive and
valuable. This is the era of a new customer relationship--an
individual relationship that is social, mobile and local,
influenced by peers and shaped by cognitive, behavioural and social
psychological principles. New techniques, processes and
technologies transform what it means to implement marketing
strategy and achieve improved business results.
The new customer relationship requires that even those companies
that have embraced customer relationship management ought to
reassess their customer management. Now every marketing decision,
whether online or in the physical world, whether of a technological
nature, whether it affects customer experience, communications,
dialogs, teaching or organizational memory, "every "decision should
be seen through a single lens focused on the individual customers
who matter most. "Managing the New Customer Relationship "provides
a strategic and practical guide to help companies attract, develop,
sustain and build more valuable relationships by: Expanding upon
existing customer relationship management theories, concepts and
methods to make these considerations more useful, strategic and
contemporaryRecognizing the profound importance of social media and
how to plan customer engagement in the social context of each
customerExploring new technologies that offer new opportunities for
engaging customers, including mobile, local, the cloud and customer
analyticsDemonstrating how to develop customer-specific
understanding, predict what customers will want next, and how to
manage each individual customer, andOffering perspectives to help
the organization endure by focusing a chain of relationships on the
end customer and creating meaning for stakeholders that can make
relationships more intense and robust.
"Managing the New Customer Relationship "is for organizations of
all sizes in all industries, for private- and public-sector
organizations and not-for-profits. In short, every organization can
apply the new principles, strategies, techniques and technologies
discussed here to recognize important marketplace changes, plan to
improve relationship and financial results and capture new
shareholder value from new customer relationships.
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