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on 26 July 2001
This is a masterly book full of knowledge and wisdom based on experience, research and reflection. Its central thesis is coherently and incisively argued with clarity and conviction. Tony Cram's command of his subject is apparent throughout and his extensive knowledge is based upon his own business experience and his thorough awareness of current global practice. Every theme, idea and argument is developed and expanded clearly and logically, and supported by references to recent research, real examples and up-to-date case studies. The latter are gems in themselves, carefully chosen to provide fascinating and revealing insights into successful business initiatives. They bring each chapter to a neat but thought-provoking conclusion.
The book is undoubtedly an outstanding contribution to the literature on customer relationships. But it is much more than this. It has that rare quality of real wisdom about it, wisdom which must not be wasted. It is a book to be read and acted upon, a brilliantly readable, inspiring book which will provide a big return on a small amount of money and time. Whatever business you are in, large or small, order this title now and become another very satisfied customer.
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on 22 January 2002
Successful customer relationship management isn't quite as simple as ordering the right hardware and software. As Tony Cram so brightly notes, the best practitioners of CRM are the ones that have mastered the complexities of treating customers as friends.
Employees are the linchpins in building those relationships. Employees' consistent, reliable treatment of customers is what really matters in building long-term, lucrative relationships. The book underscores that point with an array of examples from business-to-business and consumer marketers.
The suggested exercises at the end of each chapter invite readers to apply these valuable lessons to their own business.
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on 3 November 2001
Brilliant! Anyone in any business should read this. And the really clever thing the author has done is make a book that anyone in any business will enjoy reading.
He is clearly at the cutting edge - knowing what works best, yet the book is not written in the cliches of the corporate world, but like an enthusiastic conversation. Every point is made briefly in theory, then brought to life with real-world examples. What's more you get the chance to rate your own business on each point he makes. And it is packed with content I have not seen anywhere else. What hits you between the eyes is that it all makes such sense - customers are people, so treat your best customers like you treat the people you like.

It's an excitingly human book, making plain as day how many firms are ensuring long-term prosperity - while many current market leaders are squandering their future. I venture to say there is no-one in business who could not learn something from Tony Cram - and enjoy it into the bargain.
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on 10 June 2001
I found Tony Cram's book a powerful and practical account, based on both experience and a wealth of case study examples, of how to identify key customers and how to keep them.
I was struck in particular by Tony's emphasis on the need for awareness of the complex and emotional aspects of relationships - and that how, by recognising our customers psychological and emotional needs - we can build more successful relationships.
Tony Cram has written a short and powerful book. I found it both challenging and highly readable.
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on 8 July 2001
In Customers that Count, Tony Cram goes beyond mere metaphor to show how you can actually extend the qualities of personal relationships into customer relationships. This is a crucial leap for any business in today's crowded marketplace. Accessible and loaded with real-world examples, Cram's book is a must-read for any executive focused on what matters most -- the customer.
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on 24 June 2001
Tony Cram combines research examples and theory with his long experience in the field. He writes clearly and passionately. Tony's book is full of feet-on-the-ground management and would be useful for anyone interested in customers. Full of commonsense but as we know commonsense is not so easy to find. I learnt a lot and will be a better manager now.
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on 30 June 2001
Tony Cram has found the trick to put research into an accessible format. Anything there is to learn about customer relationships is there. Practical, easy to read.
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