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Chapter
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1
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Introduction
Introduction to Customer Relationships
This chapter considers the following. The meaning of "the
customer is always right." The global nature of business.
The removal of monopoly status from many organizations.
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2
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What
is Meant by Customer Relationships?
This
chapter considers the following concepts relating to customer
relations. Who is the customer? The nature of exchange.
The customer chain. Internal and external customers. Grudge
purchases.
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3
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The
Evolution of Customer Relationships
This
chapter examines the evolution of customer relations and
shows the following. The distancing of suppliers/manufacturers
from their customers led to a growth in retail operations.
Customers are becoming more sophisticated. Repeat business
is just as important a performance criterion as the initial
sale.
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4
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The
E-Dimension of Customer Relationships
This
chapter explores the e-dimension to customer relationships
and explains: how e-commerce has its roots in mail order;
how companies undertaking e-commerce need a set of special
attributes and skills; and how amazon.com has revolutionized
book selling. |
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5
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The
Global Dimension of Customer Relationships
This chapter considers the implications for customer relations
of operating in a global marketplace. It explains: how organizations
need to understand customer concerns regarding payments
and complaints; how organizations can only develop a good
relationship with foreign customers if they take cultural
differences into account.
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6
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The State of the Art
This
chapter considers the current state of the art in respect
of customer relations. It explains how: mere satisfaction
is often not enough to engender loyalty; delighting the
customer and repeat business should be key objectives; the
customer accumulator operates.
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7
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Customer Relationship Success Stories
This chapter contains three case
studies of organizations that have demonstrated effective
customer relations by delighting their customers.
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8
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Key Concepts and Thinkers
This
chapter consists of: a glossary for customer relations;
and key thinkers in the field of customer relations.
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9
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Resources
This
chapter is concerned with where to find resources on the
development and maintaining of customer relationships. |
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10
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Ten
Steps to Effective Customer Relations
10 steps to making it work.
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