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Managing Customer Relationships: A Strategic Framework
Chapter 1
Evolution of Relationships with Customers
Introduction
From the Industrial Age to the Information
innovation
Assembly-line technology: mass production
and mass distribution
Mass media and branding
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Introduction
Information (Interactive) Age businesses
structured around:
Customer information as competitive
advantage
Interactive technologies
Two-way brands or branded relationship
management:
Customer relationship management is an
Share of Customer
company value
Sells one product at a time at a time
competitors
Sells to customers
Finds a constant stream of new
customers
Makes sure each product is
announce products
of revenue
Sells as many products as possible
to one customer at a time
Differentiates customers from each
other
Learning Relationship:
Definition
A Learning Relationship is one where the
customer teaches an enterprise about his
or her preferences and the enterprise
tailors its response to those preferences,
such that it becomes more worthwhile for
the customer to remain loyal than to switch
to a competitor for any price.
preferences
The enterprise learns more about its own
strengths and weaknesses
Interacting
Quadrant
III
Database
Marketing
Quadrant
IV
1to1Lear
ning
Relations
hips
Quadrant
I
Mass
Marketing
Quadrant
II
Niche
Marketing
Tailoring
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Becoming a Customer-Strategy
Enterprise
Becoming a customer-strategy enterprise