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Valuing Your Customers: From Quality Information to Quality Relationships Through Database Marketing (Quality in Action) [Hardcover]

Angus Jenkinson
5.0 out of 5 stars  See all reviews (2 customer reviews)

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Book Description

1 Aug 1995 Quality in Action
This guide explains how to retain satisfied customers through the application of TQM principles to database marketing techniques. The theory is backed up with case studies from some of the best and biggest companies.

Product details

  • Hardcover: 384 pages
  • Publisher: McGraw-Hill Publishing Co. (1 Aug 1995)
  • Language: English
  • ISBN-10: 0077079507
  • ISBN-13: 978-0077079505
  • Product Dimensions: 22.6 x 15 x 2.4 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 1,770,264 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

From the Author

I hope you enjoy the book as much as I enjoyed writing it.
In Valuing Your customers I wanted to provide a comprehensive and practical approach to serving, selling and marketing to a large number of customers individually so as to improve their value and loyalty. Positive feedback shows I succeeded. The book has been praised by various business leaders as well as the Institute of Direct Marketing.

Hundreds of case examples are used to show how systematically to change the organisation and its technology to realise one to one, or database, or relationship marketing (whatever your preferred flavour is).

This is essentially a leadership challenge and practically involves many of the great business issues of the day - from becoming a learning company to process transformation. Valuing Your Customers is a field book for loyalty. Enjoy it and let me have your comments: angus@stepping-stones.org

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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
By A Customer
This review was requested and then published by the Institute of Direct Marketing in their journal. Valuing your customers' was so easy to read. It has the flow of a good novel that drives to the next page with desire and results in satisfaction. The book not only communicates views on the concepts and strategies of loyalty but also the philosophy associated with the subject. The style guides you through issues with skill, reinforcing the subject with many powerful and well-researched case studies and illustrations. Reading through the book you forget that you are examining the complexities of relationship and database marketing - its just common sense! The book naturally covers three areas. Firstly, it focuses on the recognition of customer values, exploring how organisations win or loose customer loyalty, emphasising that you earn loyalty through mutual respect and understanding gained through dialogue. It is often forgotten that dialogue includes listening. Next it deals with the practical issues of change required to fulfil the potential offered by loyalty, explaining how to establish the foundations for an organisation whose future and loyalty will be driven by quality. Firstly, it examines how culture and systems should be utilised to effectively manage and deliver a quality that will lead to lifetime loyalty. In the past, organisations have created databases of dubious quality and focused on splitting their customers into small groups (segmentation). The book suggests that organisations should focus on putting like customers together not splitting the masses. A key message is that 'one-to-one' is history - its too impersonal - I-to-I is here. 'Valuing your customers' confirms Jenkinson as a thought leader in the subject of customer relations. Read more ›
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5.0 out of 5 stars Insightful on database and loyalty marketing 23 July 1999
By A Customer
A comprehensive account of why and how to develop effective relationships with customers, using database marketing technology to help. Includes the psychology of loyalty, service, how to change organisations and how to learn, plus much more. Very readable.
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