The Customer Marketing Method

The Customer Marketing Method

How To Implement and Profit from Customer Relationship Management

  • reading group guide
  • customer reviews
Today the hottest new area of marketing is Customer Relationship Management (CRM) -- the discipline of identifying, attracting, and retaining a company¹s most valuable customers. Drawing upon more than ten years of testing, tryout, and implementation in hundreds of companies, CRM expert Jay Curry, and his Internet-expert son, Adam Curry, have written a clear, step-by-step guide to profiting from this exploding movement, with strategies that are aimed at the small and medium-sized business owners who need them most.
Jay Curry explains how CRM can help managers boost profits by implementing a customer-focused strategy. Using easy-to-understand graphics, he introduces the customer pyramid -- segmented as "Top," "Big," "Medium," and "Small" -- to help the reader visualize, analyze, and improve customer profitability. Success comes to those who follow this three-step Customer Marketing Strategy: (1) get new customers into your pyramid; (2) move customers higher into your pyramid; (3) keep the customers in the pyramid. Combining practical how-to directives with vital CRM reference information, the book includes a case study, "InterTech," that allows readers to see customer-focused strategy in action.
The final third of this practical, easy-to-read book is devoted to the Internet. Here Adam Curry introduces the "Permission Pyramid" and the "e-Customer Marketing Pyramid" to explain the nature of "virtual customer relationships" and how to use them to create, keep, and upgrade customers. This section includes mini-cases and tips to help managers use the Internet to complement current marketing and sales activities and ends with guidelines to test out the new paradigms of e-commerce.
Throughout The Customer Marketing Method, the emphasis is always on practical steps to "make it happen." It is essential and timely reading for owners of small and medium-sized businesses as well as managers of small business units within larger firms.
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  • Free Press | 
  • 256 pages | 
  • ISBN 9780743203579 | 
  • January 2002
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Read an Excerpt

Chapter 1: "What Business Are You In?"

Has a consultant ever asked you this simple but profound question?
If so, he may have been trying to appear wise and all-knowing.

But more likely he was trying to see if you are product oriented or market oriented.

If you answer the question "What business are you in?" in relation to your primary product or service with, for example,

"We sell shoes."

"We are accountants."

"We build houses."

then you probably are rather product oriented. And this can be dangerous.

As Theodore Levitt pointed out in "Marketing Myopia," his classic... see more
Introduction

Frequently Asked Questions About This Book

What is Customer Relationship Management?

Customer Relationship Management -- or CRM -- is an old subject that has become a hot topic.

Since the 1960s management gurus such as Peter Drucker and Theodore Levitt have been preaching the CRM gospel, which can be simply summarized like this:

"The true business of every company is to make customers, keep customers, and maximize customer profitability."

This gospel was neglected by most companies -- until recently. Why? Because only now are new and improved technologies (databases, datamining,... see more

Reading Group Guide

Reading Group Guide

Discussion Questions to Accompany The Customer Marketing Method

1. How can we boost your revenues 10% and up to 100% -- without increasing marketing and sales budgets?
2. How can we measure, manage and improve:

* customer profitability and ROI on marketing and sales.
* customer purchasing behavior and loyalty.
* Customer satisfaction and willingness to buy even more from you.

3. How can we measure, manage and improve the customer orientation of:

* managers and staff across the board.
* customer information systems.
* communications with our customer.
4. How can we stimulate closer co-operation and synergy among the marketing, sales and service departments?
5. How can we use the Internet to get new customers, improve relationships with your current customers; and defend your self against web-based competitors?
6. How can we increase the chances of success in implementing Customer Relationship Management? see more

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