Customer Relationship Management: Making Hard Decisions with Soft Numbers

Abstract

(NOTE: Each chapter begins with an introduction). 1. Customer Relationship Management. Relationships Have Become Very Important. Information Enables Quality Relationships. Market Forces in Action. What Customers Want from You. What is Customer Relationship Management. Bottom-line Return on Long-Term Customer Relationships. 2. Management Requires Measurement. Corporate Measurement Systems. Customer Satisfaction. 3. Qualitative Measurement Methods. Qualitative Measurement Defined. Free-Standing Qualitative Techniques. 4. Quantitative Measurement Methods. Connecting Internal and External Metrics. Mapping Quality Perception Drivers. Moving beyond Perception to Internal Metrics. Searching for Something Tangible to Measure. Developing the Impact Factor of Performance. Using a Strategic Improvement Matrix. 5. Calculating Relationship Indices. The Purpose of an Index. Tracking Internal Metrics. Calculating Indices. 6. Customer Relationship Survey Design. Developing a Mission Statement. Identifying Critical Relationships. Identifying Major Customer Service Processes. Qualitative Research. Developing the Survey. Drafting the Survey. Selecting Scales for the Survey Instrument. Selecting a Sample. Pretesting the Survey. Fielding the Survey. 7. Statistical Analysis of Customer Surveys. Selecting a Statistical Package. Entering the Customer Survey Data. Using a Data File. Investigating the Aggregate Sample of Surveys. Preparing the Data. Defining the Major Processes. Calculating Means of the Normalized Data. How Performance Impacts Satisfaction. Calculating PSIs. Calculating the Company's CSI. 8. Using Customer Relationship Survey Results. Case Overview. Survey Design andImplementation. From Data to Management Information. From Management Information to Action. 9. Changing Corporate Cultures. Defining Customer Focus. Company Focus Determines Outcome. Creating a Customer-Focused Culture. Focusing on Customer Relationship Recovery. Customer Focus: Satisfaction/Retention/Profits. Organizational Structure and Form Needed. 10. Case Studies. Case 1: To Go Beyond Patient Satisfaction. Case 2: The Calculus of Customer Relationships. Case 3: Introducting the Teletary. Case 4: Profiling the Customer Value. Case 5: The Perceived Dynamics of Service Quality. Fuzzy Logic Listing. References. Index.

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