Customers That Count

Don't just capture customers: captivate them!

• The step-by-step guide to building stronger, deeper customer relationships.
• Focuses on your most critical, profitable customers.
• Includes in-depth examples and case studies from the U.S. and Europe -- perfect for anyone doing business internationally!

This book delivers the breakthrough customer relationship management solutions companies need right now. It's not just another CRM book: it offers techniques that are applicable immediately, focuses on the most important customers, and offers in-depth examples and case studies from both sides of the Atlantic. Tony Cram begins by reviewing the nature of today's business relationships, and revealing both the hidden costs and hidden value embedded in the typical supplier/customer relationship. You'll learn what it means to be truly "ready" for a great customer relationship; discover actionable techniques for identifying the customers you really want and getting to know them; learn how to build trust and reward loyalty, erect "positive" barriers to exit that don't make customers feel trapped; learn from failed relationships; and much more. For all senior executives, line of business managers, marketing, sales, and operations professionals who recognize that strengthening relationships with their best customers is the key to improving long-term profitability.
Tony Cram is Program Director at Ashridge Management College, specializing in developing executive skills in strategic marketing, innovation, and long-term customer relationship marketing. Before joining Ashridge, he held a general managementposition with Manpower, served as Head of Marketing Communications at TSB Bank, and spent eight years with Grand Metropolitan at operating company board level.

Contents

• Understanding relationships
• Setting up for relationships
• Living the realtionship
• Reviewing the relationship
• Index