Strategic Customer Management: Integrating Relationship Marketing and CRM

Adrian Payne · Pennie Frow

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Corporate Governance and Management

Abstract

Part I. Introduction: 1. Strategic customer management Part II. Relationship Marketing: 2. Relationship marketing: development and key concepts Case study 2.1. Myspace - the rise and fall Case study 2.2. Placemakers - success factors in the building supplies sector 3. Customer value creation Case study 3.1. BT (British Telecommunications) - creating new customer value propositions Case study 3.2. Zurich Financial Services - building value propositions 4. Building relationships with multiple stakeholders Case study 4.1. AirAsia spreads its wings Case study 4.2. The City Car Club, Helsinki - driving sustainable car use 5. Relationships and technology: digital marketing and social media Case study 5.1. Hippo in India - using Twitter to manage the supply chain Case study 5.2. Blendtec - the 'will it blend' viral marketing initiative Part III. Customer Relationship Management: Key Processes: 6. Strategy development Case study 6.1. Tesco - the relationship strategy superstar Case study 6.2. Samsung - from low-cost producer to product leadership 7. Enterprise value creation Case study 7.1. Coca-Cola in China - bringing fizz to the Chinese beverages market Case study 7.2. Sydney Opera House - exploring value creation strategies 8. Multi-channel integration Case study 8.1. TNT - creating the perfect customer experience Case study 8.2. Guinness - delivering the 'Perfect Pint' 9. Information and technology management Case study 9.1. Royal Bank of Canada - building client service commitment Case study 9.2. The DVLA - innovating with CRM in the public sector 10. Performance assessment Case study 10.1. Sears - the service profit chain and the Kmart merger Case study 10.2. The Multinational Software Company - driving results with a metrics dashboard Part IV. Strategic Customer Management Implementation: 11. Organising for implementation Annex: the comprehensive CRM audit Case study 11.1. Nationwide Building Society fulfilling a CRM vision Case study 11.2. Mercedes-Benz - building strategic customer management capability Index.

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References

2010Strategic management a stakeholder approach 1994The Commitment-Trust Theory of Relationship Marketing 1985A Conceptual Model of Service Quality and Its Implications for Future Research 2009Users of the world, unite! The challenges and opportunities of Social Media 2003Evolving to a New Dominant Logic for Marketing 1991A three-component conceptualization of organizational commitment 1992Measuring Service Quality: A Reexamination and Extension 1987Developing Buyer-Seller Relationships

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