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Title: Secrets of Customer Relationship Management: It's All About How You Make Them Feel by James G. Barnes ISBN: 0-07-136253-3 Publisher: McGraw-Hill Trade Pub. Date: 28 September, 2000 Format: Hardcover Volumes: 1 List Price(USD): $24.95 |
Average Customer Rating: 4.2 (5 reviews)
Rating: 4
Summary: The subtitle should be the title
Comment: It IS all about how you make them feel
To the company or individual who believes that price and product features are dominant drivers of customer behavior, Barnes doesn't so much reveal secrets, as issue a direct challenge arguing that the health of the customer relationship determines the long term outlook of the business.
Barnes' view, based on a considerable amount of research with companies in North America and Europe, is that even customer satisfaction and customer loyalty are not sufficient concepts for understanding why customers chose to do business with a particular firm. In his view, it's emotional. Customers have so many choices today, and there are so many good suppliers, that they can, (in fact need to), base their purchase decisions on how they feel about doing business with a given supplier.
Just because it's about emotions, however, doesn't mean it's unmanageable or even unmeasurable. For his clients, Barnes assesses the value that can be created for the customer in the relationship. He tests the company's actual performance in delivering it. He assesses, as well, the long term economic value of the relationship to the company and the cost of maintaining it. With this information strategic decisions can be made about where and how much to invest in developing relationships.
Like many business books today, this book could stand a resolute editor. Barnes is clearly pitching a point of view, so perhaps it's understandable that he covers the same ground from several different directions, but it does get repetitive. The repetition, however, doesn't diminish the message, and the reader looking for justification for developing about the emotional connection to the customer will find a great deal of support, insight, and methodology here.
Rating: 4
Summary: Finally!
Comment: At last, someone who understands that "loyalty" is an emotional bond, human feeling, not simply bribery or monopolization under a sweeter-sounding name. Barnes' background in psychology allows him to take this view, and as a result he can write more usefully about what loyalty really is and really isn't than most anyone else out there.
Rating: 5
Summary: CRM is personal.
Comment: Barnes's discussion on CRM is unique: instead of looking at managing systems and processes--what I called the operation issues of CRM--Barnes discussed and illustrated how personal CRM should be. This is not a manual for CRM implementation; if you do happen to work on CRM related matters, this is a must as you will gain an insight of what CRM is about--making your customer feel good. It's that un-complicated!
One chapter I found irresistable is the chapter on Internet and CRM. I believe the author had summarized and highlighted the essence of implementing CRM through Internet, and what considerations to give etc.. It is not tactical, but you will find his inputs valuable.
Happy reading.
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Title: Relationship Marketing: Successful Strategies for the Age of the Customer by Regis McKenna ISBN: 0201622408 Publisher: Addison Wesley Publishing Company Pub. Date: 01 June, 1993 List Price(USD): $18.00 |
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Title: Harvard Business Review on Customer Relationship Management by C.K. Prahalad, Patrica B. Ramaswamy, Jon R. Katzenbach, Chris Lederer, Sam Hill ISBN: 1578516994 Publisher: Harvard Business School Press Pub. Date: 15 January, 2002 List Price(USD): $19.95 |
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Title: Customer Relationship Management (The Briefcase Book Series) by Kristin L. Anderson, Carol J. Kerr ISBN: 0071379541 Publisher: McGraw-Hill Companies Pub. Date: 01 September, 2001 List Price(USD): $14.95 |
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Title: The Future of Competition: Co-Creating Unique Value with Customers by C. K. Prahalad, Venkat Ramaswamy ISBN: 1578519535 Publisher: Harvard Business School Press Pub. Date: 18 February, 2004 List Price(USD): $29.95 |
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Title: The One to One Fieldbook: The Complete Toolkit for Implementing a 1To1 Marketing Program (One to One) by Don Peppers, Martha Rogers, Bob Dorf ISBN: 038549369X Publisher: Currency Pub. Date: 05 January, 1999 List Price(USD): $21.00 |
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