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Secrets of Customer Relationship Management explores the emotional side of a customer's attachment to a specific company -- your company for example -- and discusses how organizations of all sizes can develop and strengthen that attachment using techniques similar to the time-honored strategies of the corner grocer.  It provides an in-depth understanding of what customers actually mean to a business; and, conversely, what a business must mean to an individual customer to maximize its marketplace position and long-term success.

Examining case studies of smaller business that have succeeded in developing long-term relationships, and explaining how these personalized approaches can be adopted by corporations of any size, Secrets of Customer Relationship Management explores:

• Guidelines for measuring the concepts of value, customer satisfaction, and customer relationships

• Red flags to identify -- and stop -- risks or threats to successful relationships

• An innovative model of the factors that drive customer satisfaction, from price and product quality to customers' perceptions of how they've been treated, to the negative and positive emotions that are created through their interactions with the company

• Strategies for developing brand relationships where customer contact is infrequent or nonexistent

• How to create and add value for the customer -- from the perspective of the customer

Until now, the all-important emotional side of the customer relationship has remained largely unexplored. Secrets of Customer Relationship Management is the first book to provide a complete understanding of the drivers of successful customer relationships -- and to detail specific techniques for applying them in today's increasingly depersonalized business environment.

Table of Contents

1. The Changing Nature of Marketing and Customer Service
2. The Economics of Customer Relationship Building
3. Customer Satisfaction: Necessary Precursor to Customer Relationships
4. The Customer's Definition of Value
5. The Nature of Relationships
6. Building Long-Term Relationships
7. What Small Firms Can Teach Us About Relationships
8. Measuring the Equity in Customer Relationships
9. Identifying Relationships at Risk
10. Establishing Customer Relationships on the Internet
11. Extending the Concept of Relationships
12. Achieving a Competitive Advantage Through Relationships