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 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:

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

  1. Taylor, A., “Harley-Davidson’s Aging Biker Problem,” Fortune, September 17, 2010.
  2. Darlin, D., “Capturing Hearts, One Upgrade at a Time,” New York Times, November 13, 2010.
  3. Waxer, C., “Find Out What Your Buyers Are Thinking,” CNN Money, March 31, 2010.
  4. “Gap Scraps New Logo After Taking Flak Online,” MSNBC, October 12, 2011.
  5. Butler, C., “Inside the Kiosk: European Company Cranks Out Earth-friendly Kiosks,” Self Service World, March 4, 2011.
  6. “How to Buy Small Business CRM Software,” Small Business, May 17, 2011.
  7. Swartz, J., “ Tops Customer-Service Rankings,” USA Today, April 4, 2011.
  8. Briggs, B., “Lands’ End Launches Live Video Chat,” Internet Retailer, October 6, 2010.
  9. Enright, A., “Listen Up,” Internet Retailer, May 31, 2011.
  10. Barnes, B., “Disney Tackles Major Theme Park Problem: Lines,” New York Times, December 27, 2010.
Chapter 4: Understanding Customers
Chapter 2: Marketing Research