Customer Advisory Boards : A Strategic Tool for Customer Relationship Building

ISBN-13: 9780789015587 / Angielski / Miękka / 2003 / 162 str.

Tony Carter

Opis

Examines the customer advisory board (CAB) - one of the most effective competitive tools for building and maintaining customer satisfaction. Shows how to create and make use of an effective CAB, and how doing so can give your company a marketing advantage and improve vital aspects of business.

Spis treści

• Foreword
• Preface and Acknowledgments
• SECTION I: CUSTOMER RELATIONSHIP BUILDING
• Chapter 1. Introduction: A Way to Reach Customers
• An Overview of the CAB
• The Customer Relationship-Building Process
• Relationship Selling
• Summary
• Case Study: SI Customer Advisory Council
• Appendix: CAB Survey Results
• Chapter 2. The Customer Relationship-Building Process
• Customer Selling Modes and Membership Commitment
• Defining the Customer Relationship Sales Process
• Methods to Build Customer Relationships
• Maintaining Customer Relationships and the CAB
• Case Study: Sales Force Transition, PG Industries, Inc.
• Chapter 3. Customer Focus
• Customers and Reengineering
• Value Focus
• Value-Added Features
• Customer Satisfaction
• Customer Orientation
• Networks
• Case Study: Sales Strategy, IBM Software Group
• Chapter 4. Customer Alliance and Trust Building in Relationship Formation
• The Nature of Relationships
• Role of Trust
• Importance of Listening
• Successful Leadership and Emotional Intelligence
• Case Study: Consumer Sales, Campbell, Inc.
• Appendix: Senior-Level Management and Customer Alliance Building
• SECTION II: BUILDING CUSTOMER ADVISORY BOARDS
• Chapter 5. CAB Structure, Procedures, and Agenda
• Forming a CAB
• Board Composition and Procedures
• Types of CABs
• CABs and New Businesses
• Case Study: Sales Management and Measurement, EMEA
• Appendix: Sample CAB Agenda
• Chapter 6. Value of CABs to Customers and Organizations
• Customer Satisfaction and Loyalty
• Gaining the “Competitive Edge”
• Case Study: Sales Management, North American Operations, Tia Electronics, Inc.
• SECTION III: STRATEGIC USES AND EFFECTIVE MANAGEMENT
• Chapter 7. Customer Satisfaction at Prudential Insurance
• Organizational Culture
• Customer Acquisitions
• Customer Retention
• Initiatives to Improve Customer Satisfaction
• Internal Customers
• Prudential’s CABs
• Case Study: Strategic Account Initiative, Walter, Inc.
• Chapter 8. CAB Challenges for Lubrizol and Sony
• Innovation Through Customer Relationships
• Lubrizol’s New Direction and Performance
• Sony’s Expansion Through Partnerships and Innovation
• Case Study: Lubrizol and Sony
• Chapter 9. Global Applications
• Real-World CABs
• Competitive Advantage in International Markets
• The Nature of Global Relations
• Saba’s Global CAB
• Global Integration of Strategic Change
• Conclusion
• Case Study: Organizational Teamwork, French Airways World Cargo
• Notes
• Index

O autorze

Tony Carter