Strategic Customer Care: An Evolutionary Approach to Increasing Customer Value and Profitability

Foreword

Preface

Acknowledgements

PART ONE: THE SKILLS NEEDED BEFORE YOU START: THE FIVE FOUNDATION PILLARS THAT DEFINE YOUR CURRENT AND FUTURE STAGE OF EVOLUTION

Chapter 1: The Stages in the Evolution of Customer Care
Building the Foundation: Where Are You Right Now?
The Stages of Evolution
What Stage Are You In?
Lessons Learned

Chapter 2: Who Are Your Customers?: The Need for Customer Profiles
Bulding the Foundation: Who Are My Customers and What Are Their Needs?
In Which Supplier Category Do You Fall?
The Significance of the Customer Profile: Why It Defines Your Stage
Information Gathering Best Practices
Lessons Learned

Chapter 3: Segmentation: Some Customers Are More Important Than Others
Building the Foundation: Not All Customers Are Created Equal
The Importance of Customer Segmentation
Getting Started: A Step-by-Step Guide to Segmentation Best Practices
Lessons Learned

Chapter 4: Focusing on Customer Needs Through the Voice of the Customer
Building the Foundation: The Voice of the Customer (VOC) Interview and Summary
Best Practices in Determining the VOC
Using Your Data
Lessons Learned

Chapter 5: The Importance of Technology: A Key Enabler
Building the Foundation: Choosing Your Technology Carefully
The Role of Technology: Matching It to Your Stage of Evolution
A Step-by-Step Approach to Technology Investments
Tools for Success
Lessons Learned

Chapter 6: Staged Customer Management
Building the Foundation: Customer Management Must Fit the Stage
A Staged Perspective on Customer Management Practices
Customer Complaint Management
Lessons Learned

PART TWO: THE ROUTE MAP TO STAGE III CUSTOMER CARE: THE 12 STEPS TO GET YOU TO YOUR DESTINATION

Chapter 7: Your Survival Strategy for the Future: Why the Route Map is Essential
Using the Route Map: Perspectives on Strategic Customer Care
How to Overcome Common Reasons for Failure
A Fork in the Road Ahead-- Which Path Will You Choose?
Lessons Learned

Chapter 8: Bringing the Process to Life: The Importance of Alignment
Using the Route Map: Aligning People and Process Steps
Step 1: Management Alignment and Mobilization
Step 2: Readiness Assessment: Is Everyone Ready for Change?
Step 7: Management Call to Action-- Using Your Results to Build Your Team
Step 10: Team Training
Lessons Learned

Chapter 9: How to Support the Process: The Tools and Practices Needed for Information Gathering
Using the Route Map: Acquiring New Skills and Embracing New Technology
Revisiting the Importance of Customer Loyalty and Retention
Step 3: Customer Segmentation
Step 4: Customer Profiling
Step 6: Gap Analysis
Lessons Learned

Chapter 10: Action Planning: Building the Plan with Tools and Practices in Place
Using the Route Map: Time for Action
Step 8: Building Your Strategic Action Plan
Step 9: Customer Alignment
Step 11: Developing an Implementation Plan
Step 12: Performance Monitoring and Adjustment
Lessons Learned

Chapter 11: Destination: Success
Part I: Building the Foundation
Part II: Using the Route Map

Appendix A: Syndicated Research on Customer Satisfaction

Appendix B: The Project Charter

Appendix C: Sample Readiness Assessment

Appendix D: The Customer Profile

Recommended Reading List

Index