Secrets of Customer Relationship Management
Book

Secrets of Customer Relationship Management

It´s All About How You Make Them Feel

James G. Barnes
McGraw-Hill, 2000
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Editorial Rating

7

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  • Applicable

Recommendation

When executives hear the term “customer relationship management” (CRM), they often break out in a cold sweat amid visions of six- or seven-figure implementations of staggeringly complex systems. But have no fear, you won’t stumble over such looming obstacles in James G. Barnes’s book. Rather he chooses an old-fashioned approach to CRM: actually building relationships with your customers. Barnes provides a variety of techniques to accomplish this basic task. Some of his suggestions are fresh and inspired, while others will sound pretty familiar to anyone in business. Either way, he documents them with his own thorough research and insightful accounts from other writers. Some readers will miss the nuts-and-bolts technical analysis that has come to define the modern concept of CRM, but getAbstract recommends this book to executives, marketing professionals and customer service managers who want to get back to traditional business values.

Summary

Beyond Implementation

Customer satisfaction was an unknown concept in the early 20th century, when the process of selling goods was largely production-oriented. In general, “whatever could be produced would be sold.” Companies paid little attention to what consumers wanted. This state of affairs continued until businesses began to face increased competition in the 1920s and ’30s. The emphasis changed to selling, but only as a means of finding customers to buy the products; the needs of the customer remained secondary. This attitude still lives on in some retail circles, but most businesses now realize that they must work harder if they want to continue to grow.

The long-term success of your company requires you to build and maintain genuine relationships with your customers. Consider everything you do that could influence how your customers feel about doing business with you. The way you treat your customers will determine if they are satisfied and whether they will continue to do business with your company. Create a long-term strategy, and make the necessary investment in people and processes to build ongoing customer satisfaction.

Base your strategy on making...

About the Author

James G. Barnes, Ph.D., is a professor of marketing at Memorial University in Newfoundland, Canada. He co-founded a market research company, and is executive vice-president and former chairman of a marketing communication and information company. He has written six books, including the best-selling textbook, Fundamentals of Marketing.

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