- Hardcover: 300 pages
- Publisher: John Wiley & Sons; First Edition edition (13 April 1999)
- Language English
- ISBN-10: 0471988014
- ISBN-13: 978-0471988014
- Product Dimensions: 23.6 x 15.6 x 2.3 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 855,234 in Books (See Top 100 in Books)
- See Complete Table of Contents
Information Masters
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Amazon.co.uk Review
The age of mass marketing is over, killed off by the immense power of technology which allows companies, in theory at least, to talk to their customers as individuals or as McKean puts it "segments of one". It means that any company worth its salt these days aspires to have the same sort of informed relationship with its clientele that a corner grocer would have done a century ago. They want to know how the baby is doing, how your health is or whether your husband has just got a pay rise, because each scrap of information provides a valuable selling opportunity. This information is gathered principally through customer loyalty schemes and other forms of "data capture" which generate vast amount of information and enable companies to target their customers with relevant offers. Yet according to John McKean, Executive Director of the Centere For Information Based Competition, less than five per cent of companies achieve the full potential of their customer relationship initiatives. The trouble is that firms are investing in massive customer databases and networks without investing in the other elements needed to make them effective, argues McKean. "Most firms believe that the majority of drivers of information competency are technological, while the reality is that the drivers are of a non-technological nature which will make it effective," he says. This important book shows exactly how companies can engage every part of their organisation, from human resources to organisational structure in order to succeed. Firms that do succeed in becoming Information Masters gain such competitive edge that they are able to attack their rivals and their rivals don't even know it's happening. This isn't an easy book. It's not even an especially pleasurable read. But anyone interested in marketing, data, information or just the bottom line will find its insights utterly riveting and very surprising. -- Alex Benady
Review
"A book that combines detailed technical and theoretical information, statistics and a fair degree of common–sense writing."
–– Winning Business, September 2000
–– Winning Business, September 2000
Inside This Book
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First Sentence
THE CUSTOMER MASTERS ARE THE INFORMATION MASTERS. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
THE CUSTOMER MASTERS ARE THE INFORMATION MASTERS. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
5.0 out of 5 stars
A really useful guide to successful CRM implementation,
By
This review is from: Information Masters: Secrets of the Customer Race (Hardcover)
Quite technical and very thorough; this book goes through every aspect of a CRM implementation with really good hints on potential obstacles and how to avoid them. A nice change from the many books on this subject full of waffle and jargon but little substance.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.8 out of 5 stars (4 customer reviews) 2 of 2 people found the following review helpful:
4.0 out of 5 stars
Information, the fuel for customer relationship management,
By A Customer - Published on Amazon.com
This review is from: Information Masters: Secrets of the Customer Race (Hardcover)
Isn't it interesting that few authors of books or articles on customer relationship management effectively address the critical success factors of this business philosophy. John McKean knows something that many don't seem to understand: "You can't expect a high performance machine to run efficiently on low grade fuel"! Although buying the right technology is important (and quite expensive I might add), it's purpose is really to move customer information from where it is to where it is needed in time for it to be applied. If that information is difficult to get hold of or the quality is low to begin with then any investment in the technology will be undermined (at least to some extent). If you think that technology is the answer to building a customer-centric business strategy, read this book because it will give some useful insight into what you will be up against. I have no doubt that the leaders in the customer race are already being rewarded for this knowledge. This the best book I have read for a long time. I have never scored any book 5 out of 5 but was very tempted to do so on this occassion. 2 of 2 people found the following review helpful:
5.0 out of 5 stars
a well kept secret....,
By Italo Cattaneo - Published on Amazon.com
This review is from: Information Masters: Secrets of the Customer Race (Hardcover)
The book is outstanding value; it has depth of knowledge and plenty of actionable recommendation like no other (or consultants for that matter...). It shows you the real problems and opportunities of CRM in action.
1 of 1 people found the following review helpful:
5.0 out of 5 stars
Taking the horse from behind the cart,
By Ford Prefect - Published on Amazon.com
This review is from: Information Masters: Secrets of the Customer Race (Hardcover)
This book is the best book on business information I have ever read. I refer to it all the time and it has the most balanced view of technology and its relevance to business I have ever seen. Its a bit dense and it can be heavy going but the book is absolutely worth the effort. Being the best at using business information is the holy grail. And it isn't easy and you can't fake it. This book will make you realise how far you have to go. |
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