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基本説明
Shows that Providing superior service becomes a prerequisite for any differentiation strategy to succeed.
Full Description
Customer-orientation, customer-centricity, and customer relationship management (CRM) are not new concepts or practices. But information technology has unleashed tremendous opportunities in dealing with a customer and in creating value to the customer. And yet the majority of CRM investments and initiatives fail because firms do not have the appropriate orientation to serving the customer. The principal aim of this book is to get the reader to think about th firm and the way it conducts its business in a certain way—with a customer focus.
It is now becoming clearly evident that all firms compete on service. Providing superior service becomes a prerequisite for any differentiation strategy to succeed. To provide superior service for a competitive advantage requires a concrete understanding of what service-orientation means. This orientation, in the form of frame of mind, is essential for the firm to take advantage of opportunities and to address the challenges so as to gain a competitive advantage. For excellent service firms, the challenges and opportunities in providing services are a constant endeavor. For others, these challenges and opportunities are not that obvious. A complementary aim of this book, therefore, is to instill into the reader the principles of managing services.
Contents
Figures Tables Preface Acknowledgments Introduction and Overview Introduction to Customer-Focused Management Understanding Customer Value and Service Orientation Customer Value: What Business Are You In? On Being Service Oriented: The Key to a Sustainable Competitive Advantage Managing Customer Information Understanding the Customer Customer Knowledge Management Creating and Delivering Superior Customer Value Designing and Developing Superior Customer Value Delivering Customer-Focused Value by Managing Customer Interactions Maximizing Yield from Value-Creating Assets Managing Customer Relationships Selecting and Attracting the Right Customers Guaranteeing Customer Value and Product Quality Customer Defection Management Ensuring Customer-Focused Culture Ensuring a Customer-Focused Corporate Culture Subject Index Company Index
