,Contents
Cover
Praise for Managing the New Customer Relationship
Also by Ian Gordon
Title Page
Copyright
Dedication
Acknowledgments
Introduction
Chapter One: Managing the New Customer—and the New Customer Relationship
Relationships Matter
The Old Rules of Marketing Don't Work
Technology Has Changed Everything
The Truth Is Visible
Marketplaces Are Social
Marketing Is Sociology
One-Through-One is More Important Than One-to-One
Defining the New Customer Relationship
Implications for Managing the New Customer Relationship
Chapter Two: Strategies for Better Customer Relationships
A Strategic Context for Relationship Management
Relationship Management Capabilities
The Cultural Imperative
,Beyond Culture: The Strategic Enablers
Chapter Three: Planning Relationships with Existing Customers
What's In a Relationship Management Plan?
Customer Selection
Relationship Objectives
Engagement
Value
Innovation
Teaching
Sharing
Chapter Four: One-Through-One: Engaging Social Customers
The “Peoplescape” of Social Media
The Company is No Longer Center Stage
The Customer is Speaking
Listen
Social Media Taxonomy
Social Media Objectives
Social Media Planning
Individual Customer Engagement
Chapter Five: B2B Relationships
Consumer and Business-to-Business Relationships
Buyer–Seller Relationship
Managing the B2B Relationship
, B2B, Social Media and Product Lifecycles
Social, Internal to the Enterprise
Chapter Six: Relationships with Mobile Customers
Defining Mobile Relationships
Mobile Relationship Objectives and Strategies
Selected Application Categories for Mobile Devices
Emerging Technologies
Chapter Seven: Mass Customization
Mass Customization Defined
An Expensive Option?
Technology for Mass Customization
Enabling Relationships Through Mass Customization
Approaches to Mass Customization
Customization Versus Standardization
A Mass Customization Plan
Chapter Eight: Customer Analytics
The Meta is the Message
The Upside of Customer Analytics
Putting Customer Analytics to Work
Online Customer Analytics
Customer Analytics Software
Customer Analytics and the Cloud
Net Promoter Score
Cover
Praise for Managing the New Customer Relationship
Also by Ian Gordon
Title Page
Copyright
Dedication
Acknowledgments
Introduction
Chapter One: Managing the New Customer—and the New Customer Relationship
Relationships Matter
The Old Rules of Marketing Don't Work
Technology Has Changed Everything
The Truth Is Visible
Marketplaces Are Social
Marketing Is Sociology
One-Through-One is More Important Than One-to-One
Defining the New Customer Relationship
Implications for Managing the New Customer Relationship
Chapter Two: Strategies for Better Customer Relationships
A Strategic Context for Relationship Management
Relationship Management Capabilities
The Cultural Imperative
,Beyond Culture: The Strategic Enablers
Chapter Three: Planning Relationships with Existing Customers
What's In a Relationship Management Plan?
Customer Selection
Relationship Objectives
Engagement
Value
Innovation
Teaching
Sharing
Chapter Four: One-Through-One: Engaging Social Customers
The “Peoplescape” of Social Media
The Company is No Longer Center Stage
The Customer is Speaking
Listen
Social Media Taxonomy
Social Media Objectives
Social Media Planning
Individual Customer Engagement
Chapter Five: B2B Relationships
Consumer and Business-to-Business Relationships
Buyer–Seller Relationship
Managing the B2B Relationship
, B2B, Social Media and Product Lifecycles
Social, Internal to the Enterprise
Chapter Six: Relationships with Mobile Customers
Defining Mobile Relationships
Mobile Relationship Objectives and Strategies
Selected Application Categories for Mobile Devices
Emerging Technologies
Chapter Seven: Mass Customization
Mass Customization Defined
An Expensive Option?
Technology for Mass Customization
Enabling Relationships Through Mass Customization
Approaches to Mass Customization
Customization Versus Standardization
A Mass Customization Plan
Chapter Eight: Customer Analytics
The Meta is the Message
The Upside of Customer Analytics
Putting Customer Analytics to Work
Online Customer Analytics
Customer Analytics Software
Customer Analytics and the Cloud
Net Promoter Score
