客户战略：盈利性客户关系建立指南BUILD YOUR CUSTOMER STRATEGY: A GUIDE TO CREATING PROFITABLE CUSTOMER RELATIONSHIPS mobi 下载 网盘 caj lrf pdf txt 阿里云

"The customer relati***hips that a company is able to cultivate represent the most important asset that will never appear on its balance sheet."

—From Chapter 1 of Build Your Customer Strategy

Build Your Customer Strategy: A Guide to Creating Profitable Customer Relati***hips spells out how to create profitable and lasting customer relati***hips. It demystifies creating the great customer experience—something that everyone seems to be talking about these days—by showing you how to approach "experience" in ways your competitors haven't even thought of.

Praise for Build Your Customer Strategy: A Guide to Creating Profitable Customer Relati***hips

"Jim Barnes has written a down-to-earth, highly readable book that takes you through real examples with concrete ideas you can use today. Fact is, customers are the only source of revenue, and Jim will help your company build the strategy to grow the value of each customer to your firm, by *** sure your firm becomes more valuable to each customer."

—Don Peppers and Martha Rogers, PhD coauthors, The One to One Future and Return on Customer

"Jim Barnes is in a class by himself as a guru who truly understands customer relati***hips from the customer's point of view. Read Build Your Customer Strategy when you're ready to move past slogans and technology-based CRM projects to create real customer equity and long-term profitability."

—Bob Thompson, CEO CustomerThink Corp., and founder, CRMGuru.com

"Build Your Customer Strategy is the book for leaders committed to creating genuine connecti*** with clients. Jim goes beyond conventional thinking to help businesses understand, create, and implement a strategy that will result in the type of long-term loyal customers everyone wants—the ones who bring their family and friends."

—Anne Lockie, Executive Vice President, Sales Canadian Personal and Business Clients, RBC Royal Bank

"Excellent reading. Jim Barnes brings a refreshing perspective to customer service, loyalty and the importance of long-term, sustainable client relati***hips. Insightful and very educational."

—Stephen Foster, Senior Vice President, Operati*** Starwood Hotels & Resorts Worldwide, Inc.

Introduction

Chapter 1 How Do You Make Them Feel?

　The Focus Is on the Customer—Just Listen!

　Are You Customer Focused?

　Wear That Customer Hat

　A Long-Term Strategy

　When Is a Relati***hip a Relati***hip?

　The Hard and the Soft

　Customers Are People, Not Data Points

　We Need More Insight, Not More Data

　Remember That Quarter-Inch Drill

　The Little Things Aren’t—Little, That Is

　Not Marketing as We’ve Known It

　It’s Also a Different View of CRM

　This Isn’t New, but It’s Not Easy Either

Chapter 2 Are They Loyal or Merely Satisfied?

　Great Expectati***

　They Do Not Expect to Be Surprised

　Satisfaction Is Functional, Loyalty Is Emotional

　Satisfaction Is Personal and Situational

　Fragility of Customer Satisfaction

　Bridging Satisfaction and Loyalty

　It’s Not a Relati***hip, but I Love Shopping There!

　Loyalty Is Alive and Very Well

　Repeat Buying Is Not Necessarily Loyalty

　We’re in It for the Points

　Understanding Loyalty

　Loyalty: Functional or Emotional?

　Why Satisfaction Is Like C***sterol

　Transforming the Functionally Loyal

　Five Steps to Solid Customer Relati***hips

　Where Do Expectati*** Fit?

　What Does All This Mean for You?

Chapter 3 Create Meaningful Value

　What’s Value Got to Do with It?

　Value Creation: The Essential Role of the Firm

　Value Equation

　It’s Just Not Worth the

　What Will They Value?

　What Is Value?

　Customer’s View of Value

　Value Hierarchy

　Value Proposition: Functional and Emotional Components

　Giving and Taking Away

　Creating More Valuable Value

　Meaningful Value Creation: Being La***l

　Think Customer Context: What Are They Going Through?

　Value: The Essence of the Customer Strategy

Chapter 4 You Mean a Lot to Them

　Becoming Customer Centric

　Nature of Customer Relati***hips

　They Know Them When They Feel Them 59

　What Is a Relati***hip Anyway?

　There’s No Emotion

　Hierarchy of Emoti***

　Emoti*** in Relati***hip Building

　Why Relati***hips Last

　How Can You Mean Something Special to Them?

　Building Blocks of Customer Strategy

Chapter 5 Beyond Mundane Experiences

　A Broader View

　Back to Relati***hip BuildingNow They Are Experiences

　……

Chapter 6 Things You Can Make Possible

Chapter 7 Payback Time

Chapter 8 How Are You Doing?

Chapter 9 What Management Needs to Know

Chapter 10 Putting It All Together

Appendix Customer Strategy Template

Index

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作者简介：

　　JIM BARNES is an internationally recognized c***ultant, speaker, and educator on customer relati***hip strategy and measurement. He offers a unique perspective on customer loyalty, approaching the subject from the customer's perspective. He is the author of seven books, including the internationally acclaimed Secrets of Customer Relati***hip Management: It's All About How You Make Them Feel. He regularly delivers conference keynotes and workshops on the broad subjects of customer relati***hip building and the creation of customer loyalty. He works with leading companies to build their customer strategies. He is a member of the Guru Panel at CRMguru.com and a regular contributor to many publicati*** on the subject of customer strategies. He is Professor of Marketing at Memorial University and operates his c***ulting practice, Barnes Marketing Associates, Inc. (bmai-strategy.com), from his base in Ca***. Dr. Barnes holds an MBA from the Harvard Business School and a PhD in marketing from the University of Toronto.

书籍介绍

"The customer relati***hips that a company is able to cultivate represent the most important asset that will never appear on its balance sheet." -From Chapter 1 of Build Your Customer Strategy Build Your Customer Strategy: A Guide to Creating Profitable Customer Relati***hips spells out how to create profitable and lasting customer relati***hips. It demystifies creating the great customer experience-something that everyone seems to be talking about these days-by showing you how to approach "experience" in ways your competitors haven't even thought of. Praise for Build Your Customer Strategy: A Guide to Creating Profitable Customer Relati***hips "Jim Barnes has written a down-to-earth, highly readable book that takes you through real examples with concrete ideas you can use today. Fact is, customers are the only source of revenue, and Jim will help your company build the strategy to grow the value of each customer to your firm, by *** sure your firm becomes more valuable to each customer." -Don Peppers and Martha Rogers, PhD coauthors, The One to One Future and Return on Customer "Jim Barnes is in a class by himself as a guru who truly understands customer relati***hips from the customer's point of view. Read Build Your Customer Strategy when you're ready to move past slogans and technology-based CRM projects to create real customer equity and long-term profitability." -Bob Thompson, CEO CustomerThink Corp., and founder, CRMGuru.com "Build Your Customer Strategy is the book for leaders committed to creating genuine connecti*** with clients. Jim goes beyond conventional thinking to help businesses understand, create, and implement a strategy that will result in the type of long-term loyal customers everyone wants-the ones who bring their family and friends." -Anne Lockie, Executive Vice President, Sales Canadian Personal and Business Clients, RBC Royal Bank "Excellent reading. Jim Barnes brings a refreshing perspective to customer service, loyalty and the importance of long-term, sustainable client relati***hips. Insightful and very educational." -Stephen Foster, Senior Vice President, Operati*** Starwood Hotels & Resorts Worldwide, Inc.