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Secrets of Customer Relationship Management: A Guide to Getting Much Closer to Your Customers Hardcover – 1 Oct 2000


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Product details

  • Hardcover: 288 pages
  • Publisher: McGraw-Hill Inc.,US (1 Oct. 2000)
  • Language: English
  • ISBN-10: 0071362533
  • ISBN-13: 978-0071362535
  • Product Dimensions: 23.4 x 15.9 x 2.9 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 1,875,267 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

From the Publisher

"A wise and thoughtful book .......
"A wise and thoughtful book by an author who understands to the core that customer relationship management is about human connections."

Leonard L. Berry Distinguished Professor of Marketing, Texas A&M University, and author of Discovering the Soul of Service

From the Back Cover

Develop a "Corner Store" Relationship with Each Customer'No Matter How Large Your Organization


Small-town retailers have long been recognized for their ability to establish genuine customer relationships, sincere bonds of trust and familiarity that last for decades and pass from generation to generation. Secrets of Customer Relationship Management presents and examines their observable, quantifiable relationship-building techniques and explains how they can be adapted for use by any size company'up to and including large, multinational businesses and organizations.


Building on author Jim Barnes's 25-plus years of experience in understanding and creating customer loyalty, this unique and insightful book explores:

-The essence of genuine customer relationships'and the content and characteristics of such relationships

-Techniques to develop personalized relationships through e-commerce and the Internet

-Strategies to extend successful customer relationship techniques to suppliers, employees, channel members, and shareholders


Until now, the all-important emotional side of the customer relationship has remained largely unexplored. Secrets of Customer Relationship Management is the first book to provide a complete understanding of the drivers of successful customer relationships'and detail specific techniques for applying them in today's increasingly depersonalized business environment.


In today's world of megaplexes and superstores, small-town retailers continue to survive and thrive by establishing and maintaining genuine, personal relationships with their customers'based on each customer's unique personality, needs, wants, and expectations. Many of today's large organizations feel this type of interpersonal relationship is beyond their grasp, and therefore don't even try to understand the deeply held thoughts and feelings of their customers. The resulting customer base is alienated, rootless'and lost to every competitor's rebate or coupon that comes along.


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 companies 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 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 and customer satisfaction

-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 quality to customer perceptions of how they've been treated

-Strategies for developing brand relationships where customer contact is infrequent or non-existent

-Hints on how to create and add value for the customer'from the perspective of the customer


Customers are the financial lifeblood of every business. But to see a customer as simply a number or line on a sales graph is to miss the fundamental importance of that customer to a business'and, conversely, the importance of the business to the customer. Before you implement a costly customer relationship management program, let Secrets of Customer Relationship Management help you determine what you want that relationship to be and, just as important, how that relationship should feel'from the customer's point of view.


Inside This Book (Learn More)
First Sentence
I have long been intrigued by the fact that some customers are able to establish very close, long-lasting relationships with businesses. Read the first page
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Most Helpful Customer Reviews

20 of 23 people found the following review helpful By A Customer on 12 Aug. 2001
Format: Hardcover
Hands up who thought that CRM was nothing else but fancy technology and databases ?! Well, at last here comes a book that sets the record straight once and for all, and not a moment too soon.
James Barnes pulls no punches when he explains that today's 'relationship' and 'loyalty' programmes are anything but, in the main simply serving as a means to encourage repeat purchasing. The author stresses that this should not however, be confused with the development of genuine relationships forged between customer and company.
With a perfect balance of theory and application, the author reiterates the importance of the new 4p's: Product, Process, People, and Performance, and the 4r's: Relationships, Retention, Referrals, and Recovery, and clearly states what does and doesn't constitute a genuine customer relationship. In simple language Barnes explains how the economics of customer loyalty and relationships pays off, and later in the book discusses the measuring of relationship equity.
The author also points out that developing genuine customer relationships doesn't always require databases (that'll have the software industry up in arms!). And he makes it clear that databases, whilst extremely useful tools (assuming the information within them is accurate and correct), are not in themselves vehicles for developing effective two-way communication between company and customer.
In order to develop these genuine relationships Barnes stresses the need for all good and services to offer exceptional value, and goes to considerable effort to dispel the commonly held view that value simply equates to 'value for money', outlining the different ways in which customers can receive value.
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By Rolf Dobelli TOP 1000 REVIEWER on 29 Jan. 2008
Format: Hardcover
When executives hear the term "customer relationship management" (CRM), they often break out in a cold sweat amid visions of six- or seven-figure implementations of staggeringly complex systems. But have no fear, you won't stumble over such looming obstacles in James G. Barnes's book. Rather he chooses an old-fashioned approach to CRM: actually building relationships with your customers. Barnes provides a variety of techniques to accomplish this basic task. Some of his suggestions are fresh and inspired, while others will sound pretty familiar to anyone in business. Either way, he documents them with his own thorough research and insightful accounts from other writers. Some readers will miss the nuts-and-bolts technical analysis that has come to define the modern concept of CRM, but getAbstract recommends this book to executives, marketing professionals and customer service managers who want to get back to traditional business values.
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Format: Hardcover
So far probably the best book I've read on Customer Relationship Management. Goes in to great detail on what is the nature of relationships citing important references from psychology.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 6 reviews
11 of 11 people found the following review helpful
An important reminder about loyalty! 19 Dec. 2000
By Dan Michaluk (dan.michaluk@experiencepoint.com) - Published on Amazon.com
Format: Hardcover
Barnes argues that "genuine" customer relationships are built by understanding and attending to the emotional experience generated by customer interactions. Accordingly, retention tactics that merely increase switching costs or reward customers for loyal behaviour are not sufficient in creating true long-term customer value.
Barnes' work accepts and compliments the work of other authors who present a more mechanical, economic view of the customer relationship. He reminds those with technology-driven customer strategies that CRM is fundamentally about people. Readers using this book in addition to Rust, Zeithaml and Lemon's "Driving Customer Equity" will gain a very balanced appreciation of customer-focused marketing today.
Long on text and short on graphics and case examples, this book is not a quick read. However, for those compelled to invest some time in this subject, the content is well written and useful.
Chapter 4 contains a particularly useful discussion on drivers of customer value.
In Chapter 10, Barnes presents a relatively pessimistic view on possibilities of developing genuine customer relationships through the Internet. Accordingly, those looking to improve their e-channel knowledge should probably look elsewhere.
Dan Michaluk is a simulation designer for ExperiencePoint, creators of award-winning business simulations.
2 of 2 people found the following review helpful
The subtitle should be the title 8 May 2002
By G. Vieth - Published on Amazon.com
Format: Hardcover
It IS all about how you make them feel
To the company or individual who believes that price and product features are dominant drivers of customer behavior, Barnes doesn't so much reveal secrets, as issue a direct challenge arguing that the health of the customer relationship determines the long term outlook of the business.
Barnes' view, based on a considerable amount of research with companies in North America and Europe, is that even customer satisfaction and customer loyalty are not sufficient concepts for understanding why customers chose to do business with a particular firm. In his view, it's emotional. Customers have so many choices today, and there are so many good suppliers, that they can, (in fact need to), base their purchase decisions on how they feel about doing business with a given supplier.
Just because it's about emotions, however, doesn't mean it's unmanageable or even unmeasurable. For his clients, Barnes assesses the value that can be created for the customer in the relationship. He tests the company's actual performance in delivering it. He assesses, as well, the long term economic value of the relationship to the company and the cost of maintaining it. With this information strategic decisions can be made about where and how much to invest in developing relationships.
Like many business books today, this book could stand a resolute editor. Barnes is clearly pitching a point of view, so perhaps it's understandable that he covers the same ground from several different directions, but it does get repetitive. The repetition, however, doesn't diminish the message, and the reader looking for justification for developing about the emotional connection to the customer will find a great deal of support, insight, and methodology here.
1 of 1 people found the following review helpful
A True Insight Into Customer Relationships 19 Oct. 2009
By B. Heinrich - Published on Amazon.com
Format: Hardcover
Throughout the book, Barnes does a great job of revealing in depth detail on the objectives that he is trying to portray. He starts by trying to describe the term "relationship," saying that one of the main reasons that people struggle with forming relationships with their customers is because it is such a complex term that does not have a simple definition. Barnes uses different metaphors and examples to show how valuable relationships are to a company, how to build relationships with one's customers, and how to retain them in order to maintain a long-term customer base.

One of the reasons that I did enjoy the book is because of his detailed writings. For example, he breaks the characteristics of a strong relationship down to eight, and he devotes nearly half of a page to describing each characteristic. This way, if I wanted to look deeper into a term, I had the option to. However, his detailed writings act somewhat like a "two-edged sword" throughout the book. On one hand, I could examine a term very precisely, but on the other hand, this led to a very wordy, sometimes hard to read, book. I did enjoy the details, but sometimes I found it to be almost too much. I felt that sometimes a few sentences could have described what Barnes took two pages to say.

Chapter two was a really good read. In this chapter, Barnes stated that not all customers are valuable. At first I thought that this was somewhat of a contradiction to some of his earlier statements about relationships, but Barnes explained that too many companies focus too much on their customers that don't bring in as much revenue as some of their others. This is much like the 80-20 rule taught in nearly every marketing class--80% of a company's business comes from 20% of their customers. Barnes says it is important to understand your customers and their value to your company.

Barnes also does a good job of describing how important loyalty is in a relationship. He says that if a customer is loyal, and they truly trust you and your company, you will have a better chance of keeping them as a customer for a longer period of time. He also describes how retaining customers is more cost-efficient than going out and getting new ones. A customer who has done business with you in the past may not be doing business with you now for many reasons, not just because they feel as if they were treated badly. Sometimes all it takes is a simple "touch" for these customers to do business again--a phone call, email, flyer, etc. This "touch" is more cost-efficient than doing the work necessary to obtain new customers.

Overall, Barnes reveals many characteristics on customer relationships. He breaks down the phrase and explores it from many different angles. This book helped me to get a better understand on what a relationship is, how to form one, and how to maintain the relationship. I will continue to use the information that I gained in this book in both my job and everyday life, and this book would be beneficial for anyone working in an industry where communication with others is necessary. However, the book is wordy and somewhat of a slow read, but it is truly insightful and contains great knowledge on the subject of customer relationships.
1 of 1 people found the following review helpful
Finally! 10 April 2001
By Clubbeaux - Published on Amazon.com
Format: Hardcover
At last, someone who understands that "loyalty" is an emotional bond, human feeling, not simply bribery or monopolization under a sweeter-sounding name. Barnes' background in psychology allows him to take this view, and as a result he can write more usefully about what loyalty really is and really isn't than most anyone else out there.
Traditional business values. 29 Jan. 2008
By Rolf Dobelli - Published on Amazon.com
Format: Hardcover
When executives hear the term "customer relationship management" (CRM), they often break out in a cold sweat amid visions of six- or seven-figure implementations of staggeringly complex systems. But have no fear, you won't stumble over such looming obstacles in James G. Barnes's book. Rather he chooses an old-fashioned approach to CRM: actually building relationships with your customers. Barnes provides a variety of techniques to accomplish this basic task. Some of his suggestions are fresh and inspired, while others will sound pretty familiar to anyone in business. Either way, he documents them with his own thorough research and insightful accounts from other writers. Some readers will miss the nuts-and-bolts technical analysis that has come to define the modern concept of CRM, but getAbstract recommends this book to executives, marketing professionals and customer service managers who want to get back to traditional business values.
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