Briefings

Close to the Customer Briefing Series 

Series Consultant Editor: Colin Coulson-Thomas

Principal Author and Executive Editor: Merlin Stone

Published by Policy Publications in association with Surrey European Management School and IBM Global Services or Bristol Business School and IBM Global Services.

ISSN: 1369-2704

A series of A4 briefings on different customer relationship management opportunities and challenges. In total some 40 different authors have contributed to this series of briefings. The unit price depends upon the number of briefings selected.

Available briefings include:

Customer value management

The goal of customer value management is to help a company deliver optimal value to customers.  This briefing describes a top level process for customer value management and demonstrates its benefits through illuminating case studies.

The 18 page briefing underlines the close relationship between customer value management and relationship marketing.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_customer_value_management.php

Effective data mining

Data mining is a key technology for identifying new customers.  But it is shrouded in complex technical and operational issues.

This 25 page briefing cuts through the hype to explain the most important data mining issues in non technical terms.  It recommends how to use data mining,  where to start and shows the typical costs and benefits.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_effective_data_mining.php 

Targeting high-value customers

Whether among the world’s airlines or Britain’s newly privatised rail companies, the key marketing battle is for high value travellers.

This 18 page briefing explores the key strategic and tactical issues involved in targeting high-value travellers and running loyalty schemes.  It recommends a winning management approach and suggests how and where to start.   (Read this briefing in conjunction with Managing frequent traveller schemes).

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_targeting_high_value_customers.php

Managing frequent traveller schemes

Setting up a frequent traveller scheme seems an ideal way to develop loyalty among high-value travellers.  But such schemes are fraught with pitfalls.

This 22 page briefing draws on the detailed experience of schemes such as Air Miles and Cathay Pacific to show how they can be managed most effectively.  (Read this briefing in conjunction with Targeting high-value customers).

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_managing_frequent
_traveler_schemes.php

Managing complaints and compliments

Handling complaints – and compliments – effectively is critical to retaining satisfied customers.

This 22 page briefing looks at some of the key concepts involved in dealing with unsolicited communications.  It provides an overview and systems approach for managing contacts and explores organisational issues.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_managing_complaints
_and_compliments.php

Retail insurance customer management

Customer service is increasingly a key differentiator for retail insurance companies.

This briefing looks at early customer management developments in the insurance industry.  It shows how successful companies focus on key elements of customer value.  The 26 page briefing also looks at subsequent and future developments.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_retail_insurance_
customer_management.php

Retail banking customer management

The banking business has undergone a major change in terms of the ways it develops contacts with customers.

This 21 page briefing shows how customer management depends on a good combination of strategy, culture, systems and implementation processes.  It also explores subsequent and future developments.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_retail_banking_customer
_management.php

Relationship marketing strategy

Relationship marketing is vital to the successful integration of all marketing functions.

This 30 page briefing identifies the main elements of successful relationship marketing and shows how they are related to customer value management.  It shows where to start in developing a relationship marketing strategy and spotlights key implementation issues.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_relationship_marketing
_strategy.php

Managing retail customers

The advent of new technologies can rapidly change the way successful retailers are managing their customer base.

This 18 page briefing explains early developments in retail customer management.  It looks at ideas, such as loyalty cards, and analyses successes and failures.  The briefing identifies some critical success factors in retail customer management.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_managing_retail_
customers.php

Building customer relationships

When it comes to building good customer relationships, the winning post is constantly moving further away.

This 25 page briefing provides a practical guide to developing and implementing those marketing strategies that provide the foundation for good customer relationships.  It shows the role of customer value management in achieving best practice.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_building_customer_
relationships.php

Managing customer service in utilities

Many utilities have climbed a steep learning curve in managing their customer relationships.

This 25 page briefing identifies key issues in utility customer management, sales, marketing and service.  It recommends some practical options.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_managing_customer_
service_in_utilities.php

Relationship marketing: the technology

From the internet to data mining, from electronic commerce to cable television, relationship marketing has been awash with new technologies.

This 21 page briefing identifies some early trends in using IT to improve customer management.  It shows how to make that vital connection between IT and customer management strategies.  It suggests some ways to measure the cost-benefit of new technologies.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_relationship_marketing.php 

Customer loyalty and continuity

Every company wants to build a base of loyal and profitable – customers.

This 22 page briefing defines customer loyalty, analyses common customer loyalty programmes and shows their strengths and weaknesses.  It provides a clear outline for designing an managing customer loyalty programmes.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_customer_loyalty_and_
continuity.php

Marketing beyond 2000: a new strategy

The ability of customers to access information from the internet may turn some of the rules of marketing on their heads.  Now customers may seek out their own suppliers and dictate how the relationship develops.  This 22 page briefing explores some of the strategic issues behind “transparent marketing”.

X(Read this briefing in conjunction with Transparent marketing: the implementation.)X

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_marketing_beyond_
2000.php

Building customer-focused data X

Most companies hold more information about their customers than they realise.  But it is poorly coordinated and never gets used to build the relationship – and win new business.

This briefing looks at how effective companies build a relationship management data strategy and make it work.

Best practice customer management

Companies who believe the only way to learn more than their customers is to open up direct marketing channels should think again.  Many suppliers could learn more if they developed effective partnerships with those intermediaries that already sell their products.  This 23 page briefing explores the issues and shows how to develop working partnerships in key distribution channels.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_best_practice_
customer_management.php

Managing customers with e-business

Everybody’s talking about e-business but which companies are doing it effectively?  A company needs to address many marketing and logistical as well as technical issues if it wants to generate profitable revenue from e-business.

This 21 page briefing provides a down-to-earth practical guide for companies that have not yet reaped their share of profitable e-business

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_managing_customers_with_ebusiness.php

Models of customer management

There are plenty of new ways to manage customers – but successful companies will develop a portfolio of customer management techniques.  Effective market segmentation and relationship building are two key issues.

This 22 page briefing explores the old and new models of customer management.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_models_of_
customer_management.php

Customer management on the move

The mobile phone has emerged as a key tool of customer management.  With mobile technologies the mobile phone can take over simpler information transfer roles from PCs.  The mobile phone can become a key communication medium for the customer on the move.  So how should marketing and service management use this tool for competitive advantage?

This 21 page briefing answers the critical questions.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_close_to_customer_
six_new_briefings_for_2000.php 

Multiple intermediation (dis-intermediation)

Information technology has made it possible for several companies to be involved in the management of individual customers or transactions.

This 26 page briefing shows what companies can do in creating value for customers or themselves by using the information generated by and about customers as the latter pass through the formers’ hands.  It also suggests how to build effective partnerships between intermediaries and suppliers to improve customer management.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_close_to_customer_
six_new_briefings_for_2000.php 

The intelligent e-business

When most large companies have substantial e-business – and some move entirely towards it – what will distinguish the intelligent e-business from the dumb e-business?  What information will it be using – and how?

This 26 page briefing suggests some answers to these questions.

X(Read this briefing in conjunction with The intelligent supply chain.). X

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_close_to_customer_
six_new_briefings_for_2000.php 

Customer management through people

Successful long-term customer management is often driven by managers who change how their companies think and act – and who mould the behaviour of customer facing staff that deliver on the company’s promises.

This 22 page briefing uses research into the people aspects of customer management to show how some companies are on the right road, but others have been wedded to old approaches where real customer care is only skin deep.

For further information and to buy the briefing:

http://www.policypublications.com/intelligence_briefings_close_to_customer_
six_new_briefings_for_2000.php

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