Secrets of customer relationship management : it's all about how you make them feel

Secrets of customer relationship management explores the emotional side of a customer's attachment to a specific company - your company, for example - and discusses how organizations of all sizes can develop and strengthen that attachment using techniques similar to the time-honored strategies of the corner grocer. It provides an in-depth understanding of what customers actually mean to a business; and, conversely, what a business must mean to an individual customer to maximize its marketplace position and long-term success. Examining case studies of smaller businesses that have succeeded in developing long-term relationships, and explaining how these personalized approaches can be adopted by corporations of any size, Secrets of customer relationship management explores: Guidelines for measuring the concepts of value, customer satisfaction, and customer relationships; Red flags to identify - and stop - risks or threats to successful relationships; An innovative model of the factors that drive customer satisfaction, from price and product quality to customers' perceptions of how they've been treated, to the negative and positive emotions that are created through their interaction with the firm; strategies for developing brand relationships where customer contact is infrequent or nonexistent; and how to create and add value for the customer - from the perspective of the customer.