The Lifebelt: The Definitive Guide to Managing Customer Retention 救生带

In a world where there is increasing choice for just about every kind of product and service, winning and holding the best customers is key to the success of any business. Customer Relationship Management, or CRM, is a concept that senior managers in any kind of business ignore at their peril. At its heart is the successful management of customer retention by being customer-focused as an organization.
　　The concept is not rocket science, but its implementation is more of a challenge. It involves a fundamental change within the organization.In this book, John Murphy introduces "The Lifebelt" - quite literally an aid to keeping afloat in this pressured environment. The Lifebelt is a framework that offers a practical way forward to integrating and mobilizing the entire oragnization toward a holistic CRM programme.
　　The proprietary framework features six key factors identified as being essential for consistent delivery of service: customer focus, processes, employee involvement, training, measurement, and continuous improvement.
　　作者简介：John Murphy outlines how each of the factors should be owned by an appropriate member of the top management team. When this framework is ystematically and effectively implemented and managed it will considerably enhance the customer retention capacity of the company.
　　The logic of the framework applies to virtually all industries internationally. Managers and marketers across the board will find this book one of the most practical gudies to retaining customers published to date.

Introduction
　Sink or Swim?
　Why Retain Customers?
　What Happens if there is no Change to a Service Culture?
　　Customer Retention
Reasons for Change
Study of Customers
Finding the Best Customers for Retention
Loyal Customers
　Types of Loyalty
The Customer Service Integration Framework
Customer Focus
Micromarketing
Reward Loyalty
Best Practice
Mistakes do Happen
Success Builds Mutual Trust
Processes and Systems
Service Delivery
Employee Involvement
Empowerment of Teams
Trust
Training and Development
Measurement
Customer Focus
Processes and Systems
Employee Involvement
Training and Development
Continuous Improvement
Success is Measured against Competitors
Internal Communications
External Communications
Managers - Responsibility and Leadership
Continuous Improvement in Action
Summary
1　Economics of Retention
　The Role of the Top 10% of Customers
　The Expense of Attracting New Customers
　Loyalty-Based Customers
　Greater Satisfaction and Greater Loyalty
　Example
　　Establish Minimum Thresholds
　　Customer Views
　The Derived Approach
　Where are the Answers?
　What are the Real Market Drivers?
　 'Neutrals' are Fair Game for the Competition
　Utilize Your Middle Managers
　Summary
　 Reasons for Building Long-Term Customer Loyalty
2　Understanding Customers
　Customer Segregation and Behaviour
　Segmentation
　 Nothing in Business Remains Static
　Why would a Competitor Target your Customers?
　 Good Customer Segmentation
　 Innovation in Segmentation
　Types of Segments
　Aspects of Segmentation
　Segment Usability
　Dimensions of Brand Relationship Quality
　 Evaluating Segmentation Alternatives
　Customer Behaviour
　　What is a Customer?
　　What Motivates a Consumer to Buy?
　　What Happens Inside the Mind of the Client?
　　How do Customers Feel about Shopping?
　　Advanced Knowledge Adds to Shopping Pleasure
　Summary
3　Customer Focus
　Developing and Fostering a Service Culture
　Changing Organizational Culture
　　Unfreezing
　　Refreezing the Change
　　Gaining Top Management Support
　 Fostering a Service Culture
　 Segmenting Business Markets
　 Segmenting International Markets
　 Choosing Customers
　……
4　Processes and Systems
5 Employee Involvement
6 Training and Development
7 Measurement
8 Continuous Improvement
9 Communications
10 Leadership
11 Formalizing a Service Excellence Customer Retention Strategy
Bibliography
Index