Book Description
Get a practical, hands-on introduction to the fundamentals of adapting Microsoft CRM 3.0 to meet your specific business needs. With topics that include developing new functionality, designing implementations, and integrating Microsoft CRM with other business applications#151;including Microsoft Office Outlook- and Microsoft SharePoint- Products and Technologies#151;this is the only book written for both developers and those who implement business solutions. Authored by experienced practitioners, this book provides case studies, integration and performance guidelines, and toolsets#151;the information you need to help you create successful CRM solutions. This book also explains how to maintain Microsoft CRM, making it of interest to IT professionals who support Microsoft CRM users. And power users will learn how to customize individual Microsoft CRM experiences. This introduction includes a 120-day evaluation copy of Microsoft CRM 3.0, as well as sample data and code samples on the Web.
Customer Reviews:
The right guidance for CRM.......2007-08-27
Finally...a useful MS CRM book. Mike and Jim actually addressed the CRM issues that are important rather than just describing what CRM screens look like. Well written, understandable, useful examples. It's better than all the other MS CRM books I have looked at.
Very Helpful.......2007-05-14
Very helpful book - Gives the reader a precise idea of what can be done/customized with that powerful software. I recommend it!
Not Helpful.......2007-05-09
A worthless book for the most part. It's written to administrators, not the average user, so there is no help on actually using the software.
And if it's written to administrators, all it covers is the obvious that can easily be found in the documentation or discerned by the average IT pro.
So I'm not sure who this book is for.
Worth the Investment!.......2007-04-18
I thought this was a great MS CRM book.
The book is well written, easy to follow and packed with useful info on how to get the most out of MS CRM.
It is definitely aimed at the CRM administrator rather than the end user.
Some programming knowledge would be useful for customization but for most of the book; administrator access and an interest in CRM would suffice.
Excellent Informative Reference Book for Microsoft CRM 3.0.......2007-03-28
Working with Microsoft Dynamics CRM 3.0 edition is easier to understand and find what you are looking for. I have implemented another brand of CRM and I find it well written even from the viewpoint of someone who is a Business Analyst and not a Systems Administrator. Although, you will need systems administrator privileges to setting up and configuring the "time limited" software on the CD included with the book and you need knowledge of Microsoft SQL Server and Exchange Server.
Because Microsoft Dynamics ERP can now make extensive use of it Microsoft's CRM is a valuable tool to enhancing the business users experience and productivity. Ultimately, learning how to provide CRM's robustness to the end user in a helpful manner and easily navigated will be the challenge of the Business Analyst and Developer. Hopefully, most administrators will simply role out CRM rules based on a set of defined guidelines per work functions or as an application indicate. Ad hoc CRM changes could produce a difficult operational and user environment.
I suggest, extending the capabilities at either the client side or server end for working with outside applications with a Business Analyst or Developer to maintain productivity.
Book Description
- Packed with more than forty percent new and updated material, this edition shows business managers, marketing analysts, and data mining specialists how to harness fundamental data mining methods and techniques to solve common types of business problems
- Each chapter covers a new data mining technique, and then shows readers how to apply the technique for improved marketing, sales, and customer support
- The authors build on their reputation for concise, clear, and practical explanations of complex concepts, making this book the perfect introduction to data mining
- More advanced chapters cover such topics as how to prepare data for analysis and how to create the necessary infrastructure for data mining
- Covers core data mining techniques, including decision trees, neural networks, collaborative filtering, association rules, link analysis, clustering, and survival analysis
Download Description
* Packed with more than forty percent new and updated material, this edition shows business managers, marketing analysts, and data mining specialists how to harness fundamental data mining methods and techniques to solve common types of business problems
* Each chapter covers a new data mining technique, and then shows readers how to apply the technique for improved marketing, sales, and customer support
* The authors build on their reputation for concise, clear, and practical explanations of complex concepts, making this book the perfect introduction to data mining
* More advanced chapters cover such topics as how to prepare data for analysis and how to create the necessary infrastructure for data mining
* Covers core data mining techniques, including decision trees, neural networks, collaborative filtering, association rules, link analysis, clustering, and survival analysis
Customer Reviews:
Excellent book for Data Mining.......2007-06-01
As a novice to data mining, I was searching for a book that would explain the concepts, NOT mathematical formulas. This text provides the reader with a clear and comprehensive explanation of each concept, provided examples, and the readability is excellent. Who should read the book? Anyone in business - marketers to CEOs; and college students at all levels who are trying to understand data mining concepts. The book is not for mathematicians who are searching for algorithms. I would rate this book 5-stars.
Very Interesting book.......2007-05-13
I'm very interesting in Data Mining and i think that this book is a good introduction to this field. Thanks Amazon
A must-have book for your technical library.......2006-12-28
Anyone interested in automating and improving decisions should have this book. It is one of the classic works on data mining and well worth the read.
I really liked the book both because it is well written and because, although it drilled into a fair amount of detail about some of the techniques, it started each new section off at a high level. This allows someone without a statistical background, such as me, to read as far as I can in each section and then skip ahead to the next technique. This is a nice change from books that simply get more and more detailed as page follows page, preventing you from gaining an overview of the subject.
The book introduces data mining and a methodology for applying it, talks about some of the applications in "Marketing, Sales, and Customer Relationship Management" (as the subtitle puts it), walks through some statistical techniques and then spends the bulk of the book on various data mining techniques. It wraps up with a nice summary of how data mining plays with other technologies and with some practical advice on getting started.
One of the best summaries of where data mining fits is given early in the book where an enterprise is encouraged to:
- Notice what its customers are doing
- Remember what it and its customers have done over time
- Learn from what it has remembered
- Act on what if has learned to make customers more profitable
The authors point out that Data Mining is focused on the "Learn" stage or, as they put it data mining suggests but businesses decide.
The methodology section, and the subsequent notes that relate to applying these techniques in real life, talked about the feedback loops between steps in data mining - there is not a linear "waterfall" sequence of steps but constant iteration and learning. They also emphasized the importance of finding the right business problem at the beginning - start as someone once said, with the end in mind. This was reiterated when they quote Voltaire who said "Le mieux est l'ennemi du bien" ("The best is the enemy of good"). In other words, don't get hung up on trying to find the perfect algorithm, perfect answer. Instead build something that is good, that works, and learn and improve over time.
The authors made a big point out of the value of data mining for "mass intimacy", where you want to treat customers differently and there is a business reason to do so but where customers are too numerous to be assigned to staff. One of the issues they pointed out was that staff must be trained in customer interaction skills while also using all the data you have. The value of data mining in building a customer-centric organization cannot be overestimated.
Excellent introduction.......2005-09-08
This well-written book is an excellent introduction to the data mining and predictive analytics space. The reader should be comfortable with data and data analysis. The reader, however, does not need any pre-existing knowledge specific to data mining and predictive analytics. Much of the book, including the middle chapters which describe specific analytic techniques, has general applicability to business problems beyond CRM.
I am an actuary working in the insurance industry and am ordering my second copy of the book.
Practical examples not convincing, lack of benchmarking.......2005-06-17
While the book is easy to read and not too technical, the applications investigated by the authors are too simplistic and not really convincing as to why we should use advanced techniques. It would have been nice to add an additional, more detailed chapter comparing the various implementations of data mining techniques by software companies (SAS Entreprise Miner, Clementine, Insightfull Miner, etc.)
Book Description
Keep track of customers, coordinate projects, and implement initiatives
The fun and easy way(r) to put BCM to work and make more money in less time
Looking to make the most of Business Contact Manager? This nuts-and-bolts guide gets you up and running with this powerful software in no time. You'll take advantage of the latest features -- from customizing fields to integrating with Office Accounting -- to keep your business operating smoothly. Create quotes, orders, and invoices in a flash so you can focus on sales!
Discover how to:
* Create and manage a database
*
Organize your day
*
Share data among multiple users
*
Synchronize laptop data with a master database
*
Improve your customer relationships
Customer Reviews:
If You're Jumping Ship from ACT!, this is for you ! .......2007-08-28
Lon Ornstein might have co-authored a Dummies' book, but he's no dummy. His company is a well-known third-party developer of CRM enhancments - first with the ACT! product line and now Outlook 2007/BCM. Like all Dummies' books, this one is easy to read and understand, and gets right to the "meat" of using BCM. Highly recommended if you're trying to make the switch from ACT!, or if you need to extend the capabilities of Outlook 2007 for a small-midsize business.
Customer Reviews:
A Comprehensive Guide for Sales Success.......2006-08-24
Professors Johnston and Marshall have created a genuine break through with this text. It is truly unique in combining the elements of successful selling along with the guideposts of effective sales management. this book is a must have item for either the new sales trainee or the veteran sales manager
Disappointed.......2005-09-13
I never got the book....placed the order on August 12. It is Sept. 12.
Book Description
Increase profits and reduce costs by utilizing this collection of models of the most commonly asked data mining questions
In order to find new ways to improve customer sales and support, and as well as manage risk, business managers must be able to mine company databases. This book provides a step-by-step guide to creating and implementing models of the most commonly asked data mining questions. Readers will learn how to prepare data to mine, and develop accurate data mining questions. The author, who has over ten years of data mining experience, also provides actual tested models of specific data mining questions for marketing, sales, customer service and retention, and risk management. A CD-ROM, sold separately, provides these models for reader use.
Download Description
Business managers need to be able to mine company databases to find new ways to improve customer sales and support. This book/CD-ROM dynamic set provides models of the most commonly asked data mining questions.
Customer Reviews:
nice book.......2007-04-17
Very nice book with a lot of SAS code. It is very helpful for the statistician who wants to enter the business area.
Practical and Powerful.......2006-01-19
This book is really a useful step by step guidance to build a model using logistic regression. It is very practical and to the point. This book covers the business envrionment from high level and go down to the working data level and then again relate how the results from mining the data can solve busines problem. It is a treasure for data mining analyst and modelers.
Just as the author point out, although there are many new model building techniques emerge every year, logistic regression still remains a very powerful data mining and model building tool. And it is well demonstrated in her detailed examples.
The True Data Mining Cookbook.......2005-08-29
In the Data Mining field, this book is the most clear and concise and well-organized book for many years. This book truly deserves to be called the Data Mining Cookbook because it appeals to everyone interested in the subject. In other words, her writing style appeals to both the non-statistician and the statistician. The theory is well explained for the general public. She gives the kind of details that allows anyone with a college education and who is determined to be able to do some of this analysis on their own or at least supervise someone who is doing it for them.
Predictive Modeling Methodology For The Non-Statistical!.......2004-03-24
Logistic Regression From A - Z! This book has it all.
The author lays out clear, concise methodologies to build robust predictive models using SAS. The nice thing is this book lays out the process step by step with SAS code examples. You do not have to be a statistics major to understand how to use the built in SAS functionality.
The modeling methods are unbelievably detailed including topics like defining the objective function, testing variables for predictability using chi squared, fitting continuous variables using the most linear variable transformation format (squared, cubed, cubed root, log, exponent, tangent, sine, cosine, etc... 19 total formats), changing categorical variables to continuous indicator variables for logistic regression use, using stepwise, backward, and score regression methods to further eliminate less predictive variables, defining deciles, and model testing methods like bootstrapping, jackknifing and gains tables to validate the model.
I do not fully understand the mathematical concepts involved throughout the entire process nor do I want to. The book provides a consistent repeatable programming methodology to follow that is broken down into very quantifiable steps.
I would recommend this book for anyone with limited statistical knowledge and a need to understand predictive modeling programming methodologies. Knowledge of the SAS programming language is essential to make full use of this material. The book uses real life examples from the banking, insurance, and marketing industries and contains additional valuable information related to these fields.
DM Cookbook CD ROM.......2002-04-16
Book is OK, but DON'T BUY THE CD-ROM! I dropped [a large amount] for what I thought would be a worth-while "self-learning" course on Data Mining programming in SAS. To my great disappointment, I found that while Olivia had included the code (which you can type in yourself), there was NO DATA PROVIDED, making the code all but useless (can't run the models with no data!). I e-mailed her asking for some kind of a sample data set. She agreed, but after months of begging she provided nothing whatsoever. Don't make the same mistake I did - STAY AWAY FROM THE CD-ROM!!!
Book Description
Strategies for leveraging information technologies to improve customer relationships
With E-business comes the opportunity for companies to really get to know their customers--who they are and their buying patterns. Business managers need an integrated strategy that supports customers from the moment they enter the front door--or Web site--right through to fulfillment, support, and promotion of new products and services. Along the way, IT managers need an integrated set of technologies--from Web sites to databases and data mining tools--to make all of this work. This book shows both IT and business managers how to match business strategies to the technologies needed to make them work. Claudia Imhoff helped pioneer this set of technologies, called the Corporate Information Factory (CIF). She and her coauthors take readers step-by-step through the process of using the CIF for creating a customer-focused enterprise in which the end results are increased market share and improved customer satisfaction and retention. They show how the CIF can be used to ensure accuracy, identify customer needs, tailor promotions, and more.
Customer Reviews:
Timely, practical and reliable from a recognized CRM expert!.......2001-04-13
Dr. Imhoff, with this book has provided a roadmap for turning your information technology infrastructure into an invaluable toolkit for providing customer-focused applications for your company. If your company follows the guidelines provided within this text the results can be a fully integrated, single version of the truth; view of your customer base, which of course is the basis for successful Customer Relationship Management. The emphasis on integration, quality and detail data is vital, if your company is to provide the much sought after one-to-one customer relationship, which in today's volatile business environment has become a necessity. If you read only one book on CRM, be sure this text is your "bible" for building the customer centric enterprise.
A great balance of the technical and business aspects of CRM.......2001-04-12
If I had to recommend one book on CRM this would be it. This is, by far, the best book I have read that ties together the business and technology aspects of CRM. It does this in a meaty kind of way that leaves you satisfied but not stuffed. True, this is not a book that technologists are going to use to learn how to do dimensional modeling or build an ODS. It's also not a book that is filled with anecdotes and strategic discussions about the value of customer loyalty and retention. What it does do though, is show how the technology is related to the business, and vice versa, with a good amount of detail. If you just read the technology or business specific books there is a tendancy to see the trees and miss the forest. This book shows just the right amount of both. I particularly appreciate the fact that this is a pretty dense book content-wise. Every chapter has something of value and is related to the subject of the book. There are an appropriate amount of illuminating illustrations and the filler (endless appendixes, references, project plans, case studies, off subject topics, etc.) that is far to commonplace, is kept to a minimum. Executives, Managers and Project Leaders from both inside and outside of I/T would do well to start their education here before embarking on any CRM-type projects.
A good reference but the "CIF" strikes back !.......2001-03-25
A Data Warehouse and CRM consultant I was finally expecting the industry reference that would present the role of the Data Warehousing in CRM in clear terms and with authority.
In many sense, this is the right book : it provides a broad and knowledgeable overview of the various CRM tools and architecture and how they interact.
The problem is that it goes slightly beyond by replacing Data Warehouse by the "Corporate Information Factory" (CIF) Inmon and Inhoff framework which is anything but cristal clear because it adds the Operational Data Store in the picture without answering the real question : why an ODS rather than process automation through EAI ? The book has a whole chapter on the ODS subject but you do not find a real answer to the "do I need one ?" question
If you have to do a project after, you might want to read "Designing a Data Warehouse : Supporting Customer Relationship Management" by Chris Todman, very similar title but more data modeling and project oriented.
Book Description
In today’s competitive marketplace, customer relationship management is critical to a company’s profitability and long-term success. To become more customer focused, skilled managers, IT professionals and marketing executives must understand how to build profitable relationships with each customer and to make managerial decisions every day designed to increase the value of a company by making managerial decisions that will grow the value of the customer base. The goal is to build long-term relationships with customers and generate increased customer loyalty and higher margins. In Managing Customer Relationships, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they invented the term "one-to-one marketing," provide the definitive overview of what it takes to keep customers coming back for years to come.
Presenting a comprehensive framework for customer relationship management, Managing Customer Relationships provides CEOs, CFOs, CIOs, CMOs, privacy officers , human resources managers, marketing executives, sales teams, distribution managers, professors, and students with a logical overview of the background, the methodology, and the particulars of managing customer relationships for competitive advantage. Here, renowned customer relationship management pioneers Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, including a complete overview of the background and history of the subject, relationship theory, IDIC (Identify-Differentiate-Interact-Customize) methodology, metrics, data management, customer management, company organization, channel issues, and the store of the future.
One of the first books designed to develop an understanding of the pedagogy of managing customer relationships, with an emphasis on customer strategies and building customer value, Managing Customer Relationships features:
Pioneering theories and principles of individualized customer relationships
An overview of relationship theory
Contributions from such revolutionary leaders as Philip Kotler, Esther Dyson, Geoffrey Moore, and Seth Godin
Guidelines for identifying customers and differentiating them by value and need
Tips for using the tools of interactivity and customization to build learning relationships
Coverage of the importance of privacy and customer feedback
Advice for measuring the success of customer-based initiatives
The future and evolution of retailing
An appendix that examines the qualities needed in a firm’s customer relationship leaders, and that provides fundamental tools for embarking on a career in managing customer relationships or helping a company use customer value as the basis for executive decisions
The techniques in Managing Customer Relationships can help any company sharpen its competitive advantage.
Download Description
In today’s competitive marketplace, customer relationship management is critical to a company’s profitability and long-term success. To become more customer focused, skilled managers, IT professionals and marketing executives must understand how to build profitable relationships with each customer and to make managerial decisions every day designed to increase the value of a company by making managerial decisions that will grow the value of the customer base. The goal is to build long-term relationships with customers and generate increased customer loyalty and higher margins. In Managing Customer Relationships, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they invented the term "one-to-one marketing," provide the definitive overview of what it takes to keep customers coming back for years to come.
Presenting a comprehensive framework for customer relationship management, Managing Customer Relationships provides CEOs, CFOs, CIOs, CMOs, privacy officers , human resources managers, marketing executives, sales teams, distribution managers, professors, and students with a logical overview of the background, the methodology, and the particulars of managing customer relationships for competitive advantage. Here, renowned customer relationship management pioneers Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, including a complete overview of the background and history of the subject, relationship theory, IDIC (Identify-Differentiate-Interact-Customize) methodology, metrics, data management, customer management, company organization, channel issues, and the store of the future.
One of the first books designed to develop an understanding of the pedagogy of managing customer relationships, with an emphasis on customer strategies and building customer value, Managing Customer Relationships features:
Pioneering theor
Customer Reviews:
CS BOOK.......2005-08-09
Solid book on CS- long read!
Many good points-
Wish there was a cliff notes version
The book that was missing.......2004-09-08
This book fills in the empty space of academic books in CRM. Most of the publications and articles I've read deal with research on the subject and companies selling their programs. In this book Peppers and Rogers compiled a comprehensive text with theory, research and contributions from other authors that are a valuable tool for the under and graduate level.
Highly Recommended!.......2004-08-06
This very extensive text on customer relationship management leaves nothing unsaid or unexplained. Authors and editors Don Peppers and Martha Rogers tackle the subject with admirable organization, clarity and depth. They define every important term and do not lose the reader in marketing jargon - a rare virtue in a book about marketing. The text, including contributions from other well-known experts in the field, propounds a well-developed theory of customer relationship management (CRM) and sets out numerous examples to illustrate, explain and clarify the theory. Useful as a handbook, textbook or reference manual, the book covers - among many other core subjects - customer identification and differentiation, customer feedback, an analysis of retailing and basic tools for CRM. We highly recommend this book to service-oriented managers and executives. To form profitable relationships with your customers, first get friendly with Peppers and Rogers.
Taking One-to-One marketing to the CEO's agenda.......2004-07-28
Having just finalised an e-business thesis on Online Personalization, I must say that this book is an impressive source on the strategic level for what is synonymously called CRM, One-to-One marketing, relationship marketing, etc.
What I like about Peppers & Rogers is that they don't pretend to be the only ones to have seen this shift in customer-focused organizations (although they were first-movers in US by coining the term One-to-One in 1993). Peppers & Rogers accept readily that many other people have interesting perspectives to add. Thus, this book includes many contributions from marketing wizards like Philip Kotler, Seth Godin, Bruce Kasanoff, and Patricia Seybold.
The book is the sixth from the authors. If you have read some of the previous publications, you'll already be familiar with their core concepts like the IDIC-model (Identify-Differentiate-Interact-Customize), as well as Learning Relationships and customer Lifetime Value.
I believe that Peppers & Rogers' most important contribution is to change a company's focus from customer acquisition to customer retention. That is: Stop spending all you money getting new customers and start spending more on keeping and growing existing customers. This is where the learning relationships come in. The basic idea of Managing Customer Relationships, the authors concisely describe in plain English:
The Learning Relationships work like this: If you're my customer and I get you to talk to me, and I remember what you tell me, then I get smarter and smarter about you. I know something about you my competitors don't know. So I can do things for you my competitors can't do, because they don't know you as well as I do. Before long, you can get something from me you can't get anywhere else, for any price. At the very least, you'd have to start all over somewhere else, but starting over is more costly than staying with me.
Being a Dane, I'm proud to see the reference made on page 172 that the relationship theory can be traced back to the Scandinavian School of Relationships Management (e.g. Gronroos and Gummeson). Back in the 1980's, both were required reading in Scandinavian business schools. They often researched service firms and B2B-networks and based on this knowledge, they emphasised the contents and types of the business relationships and the required strategies to make these relationships work. It wasn't until the 1990's that CRM-initiatives took off in the United States - and usually they have been very technology-driven. Today, we all accept that you need both the relationship mindset and the technology-enabler. So the two approaches may ultimately achieve the same goals.
Peter Leerskov,
MSc in International Business (Marketing & Management) and Graduate Diploma in E-business
Don and Martha Do It Again!.......2004-05-25
Another stellar effort by the pioneers of one-to-one. This book tackles CRM on several different fronts, and includes thoughtful pieces from a range of expert contributors. The book features both tactics and theory, including a helpful history on the emergence of CRM as a major business philosophy and some of the original research behind relationship theory. A hefty reference, and a useful one!
Book Description
A business revolution is changing all the rules of the marketplace. Power is shifting from manufacturers and retailers directly to consumers, freshly enabled with information, choice, and connectivity. Price, service, quality, and design advantages are no longer enough to win.
In 2000 Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, Ideas Company, said that brands were running out of juice. In Lovemarks: the future beyond brands, Roberts showed how Mystery, Sensuality, and Intimacy can create powerful emotional connections with consumers. The response to the book was electric. Now in 16 languages, Lovemarks has generated a wave of consumer conversations stretching over 100-plus countries.
In this follow-up book, The Lovemarks Effect: Winning in the Consumer Revolution, the people speak—consumers, owners, and marketers show the impact of Lovemarks on their lives, their businesses, and their aspirations. How consumers feel about you—their emotional connection to you—is what determines success now. The Lovemarks Effect offers instruction and inspiration about creating emotional connections and winning in a consumer-empowered future.
From the aisles of the in-store experience to the power of sustainable design, from Lovemarks research to consumer stories, The Lovemarks Effect is a joyride through the evolving business landscape.
Customer Reviews:
Lovemarks Make a Difference in the Real World.......2007-02-23
When Saatchi & Saatchi CEO Kevin Roberts first introduced the concept of Lovemarks -- those products and services that have established an emotional connection with their users and consumers that inspires loyalty beyond reason -- the notion seemed intuitively sound. But the question that remained to be answered was how this concept would work in the real world. Was it something that could be measured or just more Madison Avenue feel-good fluff? He's answered those questions and his critics in a compelling fashion with his sequel, The Lovemarks Effect: Winning in the Consumer Revolution. Roberts demonstrates exactly how Lovemarks work in the marketplace by taking the reader on a tour of Lovemarks as seen through the eyes, ears and hearts of the CEOs and marketers who have the used the power of emotion to connect with their consumers. Equally important, he engages the reader in a user-friendly conversation about the research that offers proof positive that Lovemarks exist, can be measured and do make a difference. It's an enjoyable read crammed with illuminating insights.
Book Description
In
Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken.
Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector.
A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change,
Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.
Customer Reviews:
Not what I expected.......2007-02-07
I was hoping for a useful framework. What I got was more about the author's consulting experiences and an academic approach to the framework vs. something practical.
Was great but not extraordinary!!!.......2006-05-19
I think it`s an eye-opener for many people like me that are starting in the marketing area. But I think in some parts there were too many concepts that I lost so many of the ideas of the book.
I recommend it but I'm looking for another approach of CEM so I can apply it more proffesionally.
What a disappointing jumble of jargon!.......2005-12-17
For those individuals who have not been previously exposed to the concept of Customer Experience Management as an alternative to Customer Relations Management, this book might be an amazing eye opener. But that would be strictly because of the exposure to a new idea, as it's certainly not the convulted style of writing which can result in even the most intelligent people scratching their heads.
I purchased this book in order to get very down to earth methods to begin applying the concept to the company I work for. What I found, instead, was a list a mile long of jargon that all began to run together and sound the same. "Experiential platform", "brand experience", "experiental value promise", experiential positioning"... soon enough my mind was preoccupied with trying to remember which was which, rather than being able to absorb the essence of what the author was trying to say. And the crazy thing is that each of those phrases I just mentioned are supposedly the very concrete, measureable phases behind his take on the CEM approach! Getting tangled in the minutia of catch phrases did nothing to help me move forward into CEM.
I've come away from the book disappointed I didn't learn anything of real value, but even more disappointed that I spent the money on the book. Don't bother!
Obvious concepts with no added depth.......2005-08-05
I had a hard time putting the book down. I kept reading hoping the book would reveal some item beyond the obvious. Schmitt spends 200 pages explaining that customer experience should be at the forefront when launching a new product or designing a marketing campaign. I dare say Schmitt would be hard pressed to find a CEO that doesn't taut the value of good customer experience or the importance of retaining customers.
Where Schmitt falls drastically short is tying customer experience activities to financial decisions companies make every day. This is perhaps the largest challenge those of us in customer retention or customer marketing face every day. It is great to ascertain that companies should improve customer support to provide a better customer experience to retain more customers. However, how does a manager position a $200,000 call center upgrade vs. a $200,000 product enhancement? According to Schmitt both are valuable in the Customer Experience framework. With limited lip service to "regression modeling" and "customer surveys" there is no valuable guidance to help a customer experience focused manager position their projects against other expenditures within a company.
Schmitt could take a few pages out of Jim Collins' work to better tie customer experience initiatives to corporate financial success.
Packed With Knowledge!.......2004-06-07
The revolutionary approach that Bernd H. Schmitt is advocating here wouldn't sound so radical to anyone who has ever been in therapy: be aware, see things from other people's point of view, address their concerns. If you've been in $150 an hour territory, this isn't radical, but in the suites of marketing, the author contends, it is brand new. The book is an interesting follow up to the author's earlier seminal work on the broader theory of customer experience. Entitled Experiential Marketing, that work made the case for a customer-experience focus. This book is more of a practical how-to, professorially organized into a neat near-outline format. Here, Schmitt makes the case for dissecting, designing and then improving, the customer's experience with your product. We recommend this book of marketing therapy to anyone selling a product or service - and it is lots less expensive than putting your consumers on the couch.
Average customer rating:
- A Great Read for Today's Entrepreneur
- Timeless yet generally fresh, worth the re-read
- Mass Customization: A Paradigm of Paradox
- Repeated ideas, though good
- From mass customization to versioning...
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Markets of One: Creating Customer-Unique Value through Mass Customization
Manufacturer: Harvard Business School Press
ProductGroup: Book
Binding: Hardcover
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Similar Items:
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The Experience Economy: Work Is Theater & Every Business a Stage
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Field Guide for the Experience Economy
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The Experience Is the Marketing--A Special Report
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Build-to-Order & Mass Customization; The Ultimate Supply Chain Management and Lean Manufacturing Strategy for Low-Cost On-Demand Production without Forecasts or Inventory
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Making Mass Customization Work
ASIN: 1578512387 |
Book Description
What does it mean "to dell?" This newly coined business verb means to mass-customize, making products only in response to actual demand. This allows a product to "go direct" to a customer, and it's what Dell Computer does instead of forcing mass-produced computers on its customers. And Dell's not alone.
As Editors Jim Gilmore and Joe Pine point out in their introduction to
Markets of One, mass customization is a trend that has caught on among consumer and business-to-business companies alike - think of Levi's jeans, Aramark's hospital services, Select Comfort mattresses, and Peapod or Streamline grocery delivery, to name a few. Companies customize their offerings to meet the unique needs of individual customers so that nearly everyone can obtain exactly what they want at a reasonable price. It's a paradigm shift away from the one-size-fits-all way managers have thought about markets over the past century- today, every individual customer is a market of one.
This collection of ten Harvard Business Review articles chronicles the evolution of business competition from mass markets to markets of one-in other words, from creating standardized value through mass production to creating customer-unique value through mass customization. The book examines many of the resulting changes in approach to strategy and operations-for example, moving from pushing products to fulfilling individual needs, from focusing solely on market share to measuring customer share, and from marketing to the masses to cultivating learning relationships with each customer.
Markets of One offers the best of the leading thinkers on the topic, exploring both the promise and pitfalls of mass customization. Practical applications are presented with examples of leading companies who successfully mass customize for markets of one. A Harvard Business Review Book
Customer Reviews:
A Great Read for Today's Entrepreneur.......2005-07-30
The dilemma: technology has created a scenario in which virtually infinite supply and variety are possible. When supply is infinite, opportunities for profit disappear. How then, can companies make money?
This book addresses this fundamental issue, and shows how companies can create and market viable business models in today's business environment. Internet entrepreneurs who feel like they have a great idea but are unsure of the specifics as to how it should be constructed will find this to be a very valuable book. You may not find all of it to be worthwhile, but the ideas you do grab will be immensely useful.
Timeless yet generally fresh, worth the re-read.......2002-06-11
Have read most of the authors in this volume, but still refer back to my yellow hi-liting and post-it tabs. Tempting to read only executive summaries, but these fail to capture the needed depth provided in the chapters. One of the better compilations I've come across in some time. Probably only thing that's missing is "how to." I suspect that requires more than just deep thinking, but a cross-disciplinary team.
Mass Customization: A Paradigm of Paradox.......2000-11-04
Gilmore and Pine co-authored The Experience Economy, a book I consider one of the most important business books written in recent years. In this volume, they anthologize ten essays which -- together -- answer questions such as these:
1. What is "the emerging theory of manufacturing"? (Peter Drucker)
2. How to market in "the age of diversity"? (Regis McKenna)
3. How to manage in "an age of modularity"?
4. Do you want to keep your customers forever? (Pine, Don Peppers, and Martha Rogers)
5. Is your company ready for one-to-one marketing? (Peppers, Rogers, and Bob Dorf)
6. What are the correlations between "breaking compromises" and "breakaway growth"? (George Stalk, Jr., David K. Pecault, and Benjamin Burnett)
7. What are the "four faces" of mass customization"? (Gilmore and Pine)
8. What is "versioning"? Why is it the smart way to sell information? (Carl Shapiro and Hal R. Varian)
9. How to make mass customization work? (Pine, Bart Victor, and Andrew C. Boynton)
10. What does "managing by wire" involve? (Stephan H. Haeckel and Richard L. Nolan)
At the conclusion of their book, the authors also provide immensely helpful "Executive Summaries" of key points made in each of the various essays, and, brief but informative comments about those who wrote them. If you are looking for the single best source of information and about mass customization, look no further.
Repeated ideas, though good.......2000-03-04
Good book but too much repeated from "Mass Customization"...the author's excellent preceding title.
From mass customization to versioning..........2000-03-01
This book is a winner! I've relied on mass customization strategies in my consulting practice for the past 5 years. These strategies allow consultants to win the speed-to-market wars while still providing high quality deliverables. Also, the chapter on "versioning" is a mind blower, and is definitely relevant to e-publishers everywhere. You can't go wrong with this contemporary business text.
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