| 作者简介： JIM BARNES is an internationally recognized consultant, speaker, and educator on customer relationship 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 Relationship Management: It's All About How You Make Them Feel. He regularly delivers conference keynotes and workshops on the broad subjects of customer relationship 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 publications on the subject of customer strategies. He is Professor of Marketing at Memorial University and operates his consulting practice, Barnes Marketing Associates, Inc. (bmai-strategy.com), from his base in Canada. Dr. Barnes holds an MBA from the Harvard Business School and a PhD in marketing from the University of Toronto. |
| 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 Relationship a Relationship? 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 Expectations 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 Relationship, 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 Cholesterol Transforming the Functionally Loyal Five Steps to Solid Customer Relationships Where Do Expectations 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 Lateral 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 Relationships They Know Them When They Feel Them 59 What Is a Relationship Anyway? There’s No Emotion Hierarchy of Emotions Emotions in Relationship Building Why Relationships Last How Can You Mean Something Special to Them? Building Blocks of Customer Strategy Chapter 5 Beyond Mundane Experiences A Broader View Back to Relationship 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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