"...provides valuable advice for
Chief Executives and Marketers alike in their search for the metrics
with which to guide the business"
John Stubbs, Chief Executive, The Marketing Council
differs significantly according to market. This means that there
is no one-size-fits-all approach to choosing metrics for customer
relationship management. Measuring and Valuing Customer Relationships
explains why it is vital for organizations to understand the particular
issues relating to their own market, and shows how to develop metrics
specifically suited to their own circumstances. This groundbreaking
report puts forward a unique five-dimensional model for developing
profitable customer relationship management programmes.
on the findings of a recent cross-industry survey amongst marketing
directors and senior management, the report gives a thorough analysis
of the measurable aspects of customer relationships, examining the
challenges involved and potential solutions.
on the views and experiences of today's best thinkers in a series
of expert interviews, Measuring and Valuing Customer Relationships
is also illustrated heavily throughout with case studies from companies
who have tried and tested all the various measurement tools. The
result is a truly comprehensive treatment of customer relationship
management, full of essential and original insights. This report
is the first to set the corporate agenda for the critical shift
towards a more customer-focused outlook
* Hewlett-Packard * Bass Brewers * Boehringer-Ingelheim * Disneyland
Paris * TSB * Barclaycard * BT * Berry Consulting
available as single or multi-user CD-ROM
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