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Customers that Count

Customers that Count

How to build living relationships with your most valuable customers

Tony Cram

May 2001, Paperback, 272 pages
ISBN13: 9780273654315
ISBN10: 0273654314
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26.99

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"A wonderfully fresh look at CRM. Customers that Count starts with the theses that the nature of human relationship provides a model for creating business loyalty, then reviews important rules of friendship that will help you to build customer relationships. Filled with lots of valuable case histories, this is an idea-a-minute read." Frederick Newell, author of The New Rules of Marketing Securing repeat business from good customers through long-term loyal relationships is the key to generating profit. However, there are two key elements to this that most people ignore or misunderstand. First, the notion of "good customers". That means you have to concentrate on customers that count; the ones who deliver profits. Equally importantly, it means that you should learn to sack "bad customers"; the others who are destroying value. Second, the notion of "loyal relationships". A loyal relationship is one that lives and goes beyond the database. If you want these customers' loyalty, you have to treat them like valued human beings, not just numbers. This book is more than just another book on CRM. It goes beyond the concept of capturing cutomers into captivating them. In a world where consumer choice has never been greater, and where the cost of acquiring new customers is sometimes more than the value they bring in, you can't afford to treat all customers the same - the company that seems human will win. As customer value replaces cost control as the guiding principle of management, Tony Cram reveals how to manage the customers that count.

Tony Cram BA MBA FCIM is a Programme Director at Ashridge Management College focusing on developing executive skill in strategic marketing, innovation and relationship marketing. A particular interest is in the dynamics of long term customer relationships. Before joining Ashridge, Tony held a general management position with Manpower. At TSB Bank as Head of Marketing Communications and latterly Director of Marketing Services, he controlled marketing expenditure of £20 million. Prior to that, he spent eight years with Grand Metropolitan at operating company board level. As a Marketing Director he played a key part in the launch of Foster's Draught Lager into the UK. He is a visiting professor at Universitatsseminar der Wirtschaft, Germany, and also teaches regularly at the University of Michigan, USA. He speaks at company and public conferences on competitive marketing, performance measurement and innovation. He is a Fellow of the Chartered Institute of Marketing and was a contributor to the CIM Marketing Managers' Yearbook 1992. His book, The Power of Relationship Marketing was published by Financial Times/Pitman in November 1994, and reprinted February 1996.

Expert Reviews

"A wonderfully fresh look at CRM. Customers that Count starts with the theses that the nature of human relationship provides a model for creating business loyalty, then reviews important rules of friendship that will help you to build customer relationships. Filled with lots of valuable case histories, this is an idea-a-minute read."
Frederick Newell, author of The New Rules of Marketing

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