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 manage customers skillfully, 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:

  1. For more on customer lifetime value see: "Customer Lifetime Value." Wikipediahttps://en.wikipedia.org/wiki/Customer_lifetime_value.
  2. For more insight into various types of kiosks see: Kiosk Marketplacehttps://www.kioskmarketplace.com.
  3. For a review of CRM products for small businesses see: Marvin, Rob and Molly K. McLaughlin. "The Best CRM Software of 2017." PC Magazine, May 30, 2017.  https://www.pcmag.com/article2/0,2817,2367263,00.asp.
  4. For one ranking of customer service for leading organization and industries see: "Temkin Customer Service Ratings." Temkin Grouphttps://temkingroup.com/temkin-ratings/temkin-customer-service-ratings.
  5. Copp, Emily. "A Beginner's Guide to Social Media Customer Support." Hootsuite, January 5, 2017.  https://blog.hootsuite.com/beginners-guide-to-social-customer-support.

NEW 2018 EDITION!

 

KnowThis: Marketing Basics Book

 

ONLY
$30 for Print
(322 pages)


KTMB3 Front Book Cover 120x171KnowThis: Marketing Basics, 3rd Edition offers in-depth coverage of marketing and is ideal for the marketing novice, the marketing educator, the marketing professional and anyone else who needs to know about marketing.This book includes more than 60% new material not found on KnowThis.com.

For more information including taking a look inside, Click Here.