Strategic Customer Care: An Evolutionary Approach to Increasing Customer Value and Profitability

How to successfully apply the principles of customer care in any company Most organizations today recognize the importance of improving customer care--the need to go beyond traditional customer service and truly manage customers as assets--but only about 6% apply its principles effectively. This book fully explains the three stages in the evolution of customer care. Readers will be guided through the process of acquiring customers, retaining them through segmentation and management of the relationship, and targeting their most significant marketing efforts to the most profitable segments. * Shows companies how to identify where they are in their own evolutionary process * Outlines successes and failures of companies, including Sears, CIBC, AT&T/Matrixx, Kodak, FedEx, and more

Table of Contents:
Foreword Preface Acknowledgements PART ONE: THE SKILLS NEEDED BEFORE YOU START: THE FIVE FOUNDATION PILLARS THAT DEFINE YOUR CURRENT AND FUTURE STAGE OF EVOLUTION Chapter 1: The Stages in the Evolution of Customer Care Building the Foundation: Where Are You Right Now? The Stages of Evolution What Stage Are You In? Lessons Learned Chapter 2: Who Are Your Customers?: The Need for Customer Profiles Bulding the Foundation: Who Are My Customers and What Are Their Needs? In Which Supplier Category Do You Fall? The Significance of the Customer Profile: Why It Defines Your Stage Information Gathering Best Practices Lessons Learned Chapter 3: Segmentation: Some Customers Are More Important Than Others Building the Foundation: Not All Customers Are Created Equal The Importance of Customer Segmentation Getting Started: A Step-by-Step Guide to Segmentation Best Practices Lessons Learned Chapter 4: Focusing on Customer Needs Through the Voice of the Customer Building the Foundation: The Voice of the Customer (VOC) Interview and Summary Best Practices in Determining the VOC Using Your Data Lessons Learned Chapter 5: The Importance of Technology: A Key Enabler Building the Foundation: Choosing Your Technology Carefully The Role of Technology: Matching It to Your Stage of Evolution A Step-by-Step Approach to Technology Investments Tools for Success Lessons Learned Chapter 6: Staged Customer Management Building the Foundation: Customer Management Must Fit the Stage A Staged Perspective on Customer Management Practices Customer Complaint Management Lessons Learned PART TWO: THE ROUTE MAP TO STAGE III CUSTOMER CARE: THE 12 STEPS TO GET YOU TO YOUR DESTINATION Chapter 7: Your Survival Strategy for the Future: Why the Route Map is Essential Using the Route Map: Perspectives on Strategic Customer Care How to Overcome Common Reasons for Failure A Fork in the Road Ahead-- Which Path Will You Choose? Lessons Learned Chapter 8: Bringing the Process to Life: The Importance of Alignment Using the Route Map: Aligning People and Process Steps Step 1: Management Alignment and Mobilization Step 2: Readiness Assessment: Is Everyone Ready for Change? Step 7: Management Call to Action-- Using Your Results to Build Your Team Step 10: Team Training Lessons Learned Chapter 9: How to Support the Process: The Tools and Practices Needed for Information Gathering Using the Route Map: Acquiring New Skills and Embracing New Technology Revisiting the Importance of Customer Loyalty and Retention Step 3: Customer Segmentation Step 4: Customer Profiling Step 6: Gap Analysis Lessons Learned Chapter 10: Action Planning: Building the Plan with Tools and Practices in Place Using the Route Map: Time for Action Step 8: Building Your Strategic Action Plan Step 9: Customer Alignment Step 11: Developing an Implementation Plan Step 12: Performance Monitoring and Adjustment Lessons Learned Chapter 11: Destination: Success Part I: Building the Foundation Part II: Using the Route Map Appendix A: Syndicated Research on Customer Satisfaction Appendix B: The Project Charter Appendix C: Sample Readiness Assessment Appendix D: The Customer Profile Recommended Reading List Index