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Chapter 3: Managing Customers

Chapter Summary:

In this chapter we explore the techniques marketers use to manage customers. We begin by defining what a customer is and why they are important to an organization. We then look at what tools and strategies must be in place to skillfully manage customers, including the crucial requirement that marketers work hard to build relationships with their customers. Finally, we conclude with a discussion of how servicing customers after the sale is often just as critical as pre-sale marketing efforts.

 

Key Issues:

  • What is a Customer?
  • Customers and the Organization
  • Challenge of Managing Customers
  • Customer Relationship Management
  • Customer Service and Marketing
  • Trends in Customer Service
  • Customer Service Technologies

 

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. "When, Why, and How to Fire That Customer," BusinessWeek, October/November 2007. http://www.businessweek.com/magazine/content/07_44/b4056431.htm
  2. Gillespie, E. M., "Thousands of Posts Flood Starbucks Site," San Francisco Chronicle, April 8, 2008. http://www.sfgate.com/cgi-bin/article.cgi?f=/n/a/2008/04/08/financial/f115006D04.DTL
  3. Noyes. K., "Wal-Mart to Online Customers: Don't Call Us," CRM Buyer, September 25, 2007. http://www.crmbuyer.com/story/59500.html?welcome=1212367197
  4. Lewis, L., "Kiosks Bring Increased Efficiency and Sales to Supermarket Delis," Stores, April 2008. http://www.stores.org/Current_Issue/2008/04/Edit9.asp
  5. Ransom, D., "What's CRM?," SmartMoney, March 31, 2008. http://www.smsmallbiz.com/technology/Starting_Up_What_is_CRM.html
  6. Sebor, J., "CRM Gets Serious," CRM Magazine, February 1, 2008. http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=46971
  7. Penttila, C., "Just Say No," Entrepreneur Magazine, October 2007. http://www.entrepreneur.com/magazine/entrepreneur/2007/october/184526.html
  8. Lindeman, T., "Self-Service Allows Consumers to Pile Up the Goods, Avoid Dealing with People," Pittsburgh Post-Gazette, November 18, 2007. http://www.post-gazette.com/pg/07322/834665-51.stm
  9. "Customer Service," Internet Retailer, July 2008. http://www.internetretailer.com/article.asp?id=26906
  10. "What a Five-Year-Old Has to Teach Online Shoppers," Internet Retailer, July 7, 2004. http://www.internetretailer.com/internet/marketing-conference/56285-what-five-year-old-has-teach-online-shoppers.html
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