Chapter 2: Strategic Measures
Executive Summary
The Context for Measurement Frameworks
- Putting the Customer on the Agenda
- Measurement and the Marketing Mix
- The Growth of Modelling
- The Need for Balance
- The Balanced Scorecard
- Linking Behaviour to Outcomes
The Drivers of Customer Performance Model
- Input Measures
- Distinguishing between Motivation and Behaviour
Adviser Interview: Rudy Oetting and Geri Gantman
- Buying-sequence Models
- Gaps in Cause-and-effect Models
- Even Satisfied Customer Defect
- Market Share and Repeat Buying
- Customer Measurements
Case Report: Berry Consulting
Adviser Interview: Christine Restall
Measurement of Financial Outputs
Case Study: Boehringer-Ingelheim
Key Learning Points

Chapter 3: Measuring and Managing Customer Behaviour
Executive Summary
The Importance of Customer Behaviour
- The Loyalty Bandwagon
- Computers and Customer Behaviour
- Measuring Penetration and Price
- Including Competitors in Behavioural Research
- Sources of Competitor Data
- Loyalty vs Acquisition
Case Study: Disneyland Paris
Key Measures of Customer Behaviour
- Models of Repeat Purchase
- Key Measures of Competitive Purchases
- Equivalence of Multi-brand Measures
- Modelling Multi-brand Patterns
- Multi-brand Measures for Slow-moving Goods
- Measuring Attrition and Allegiance
- Is the Bucket Really Leaky?
Adviser Interview: Bob Kestnbaum
- Key Measures of Consumer Price Promotion Response
Case Report: Tesco Clubcard
- Key Measures for Changing Markets
- Key Measures for Trade Customer Behaviour
- Key Measures for Pre-purchase
Key Learning Points

Chapter 4: Measuring Customer Satisfaction That Drives Sales
Executive Summary
Customer Satisfaction as a Key Performance Indicator
- The Origins of Satisfaction Measurement
- Developing a Satisfaction Research Methodology
- Formal Research gets Dumped
- Who Should Carry Out and Manage Satisfaction Research?
Digging Deeper for the Payoff
Case Study: Hewlett-Packard
Abandoning Flawed Satisfaction Measures
- The Problem with Satisfaction Research
- Making Attributers Compatible
Case Study: Research International's SMART
Low-involvement Purchases and Products
- A Different Buying-sequence Model
- Planning to Buy the Brand
Expectations, Indifference and Tolerance
- Exceeding a Consumer's Tolerance
- Researching the Boundaries of Tolerance
Adviser Interview: Robert East
Expectation or Experience?
- Dominant Expectations
- Dominant Experiences
Key Learning Points

Chapter 5: Segmenting by Involvement and Emotional Response
Executive Summary
New Models of Research
- Segmenting by Involvement
Case Report: The Conversion Model
- Segmenting Satisfaction by Involvement
Case Study: Financial Services Provider
- Segmenting by Emotional Response
Defining Critical Performance Attributes
- Determining the Feature List
- A Standard Services Feature List - SERVQUAL
- Consumer-defined Attributes
- Standards of Comparison
- Linking Satisfaction to Behaviour
- Research Design - Some Cautionary Words
- Integrating Satisfaction with In-house Data
Options for Managing Satisfaction
Case Study: Barclaycard
- Improving the Experience
- Managing the Expectations
Key Learning Points

Chapter 6: Building and Measuring the Brand Relationship
Executive Summary
Linking Brand and Satisfaction Perspectives
- Measuring Brand Equity
- Defining a Brand
- Valuing a Brand
- The Customer's Experiences and Expectations
- Brand Valuation and Financial Outputs
Brands and Customer Profitability
- Supporting Price Premium
- Supporting Repeat Purchase
- Encouraging Trial Purchase
- Sustaining Distribution
- Supporting New Products and Extensions
Key Brand Concepts
- Brand as Identity
- Brand as Differentiator
- Brand Awareness
- Searching for a Brand's Soul
Measuring Brand Strength
- Young and Rubicam's Framework
- Aaker's Framework
- Interbrand's Framework
- Measuring the Brand's Effect on Relationships
- Taylor Nelson AGB's Brand Vision Approach
Case Study: BT Personal Communications Division
Branding and Segmentation
- Segmentation by Category
- Brand Segmentation by Customer Value
- Geographic Brand Segmentation
- Lifestyle Brand Segmentation
- Brand Personality Segmentation
- Organizational Associations Segmentation
- Perceived Value and Perceived Quality Segmentation
- Brand Leadership and Esteem Segmentation
Multiple Brand Identities and Segmentation
Adviser Interview: Garth Hallberg
Key Learning Points

Chapter 7: Financial Measures for the New Customer Relationship Manager
Executive Summary
Finance Gets to Grips with Marketing
Advertising and Promotions Budget Control
- Setting A&SP Budgets
- Justifying Sales Promotion
- Justifying Advertising Budgets
- Benefits in the Short and Long Term
- Controlling Advertising Commitment
Product-range Profit Management
- Direct Product Profitability (DPP)
- Activity-based Costing (ABC)
Case Report: Sharwoods
- ABC in ECR
Accounting for Pricing Decisions
- Value Engineering and Target Costing
Accounting for Customer Profitability
- The Bain Loyalty Model
Adviser Interview: Jagdish Sheth
Valuing the Brand
- Economic Value-added Approach
- Risk and Reward Investment Models
- Strategic Portfolio Model
Key Learning Points

Chapter 8: Implementing Customer Relationship Management
Executive Summary
The Need for New Measures
- Obliterating the Company Structure
- Resistance to Change
- The Pillars of Marketing Authority
Adviser Interview: Frank Abramson
- Measuring Satisfaction, Benchmarking and Quality
Choosing the Best Measurement Tools
Approaching a Review
Case Study: Bass
Building the Framework
Organizational Effectiveness Models
Customer Behaviour Models
Adviser Interview: Gopal Iyer
Implementing Customer Satisfaction Measures
- Competitor Benchmarking and Best Practice
- Step-by-step Benchmarking
- Chartered Institute of Marketing Benchmark
- The PIMS Benchmark Method
From Measurement to Knowledge Management
- What KMAT Tells You
- Problems in Making the Change
Key Learning Points

Appendix: Business Intelligence Survey Findings
Use of Measurement Tools
Selection and Satisfaction With Tools
Usage of Customer Behaviour Tools
Usage of Customer Satisfaction Tools

References