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As businesses evolve in the new millennium, most firms find themselves in a never-ending parade of marketing, service, and loyalty approaches with all the enabling technologies, yet still find themselves only marginally closer to their customers. Why? In essence, most firms have found that these powerful customer approaches require a customer information competency beyond what they currently possess. In response, they have invested over 800f their customer information investments in technology despite the recent evidence that shows technology only determines 100f a firm’ s ability to apply its customer information. Ninety percent of the determinants are non-technological in nature and receive relatively little coordinated investment. These determinants lie in the more difficult areas to address — people skills, processes, organization structure, culture, leadership, and information itself. As a result, most firms’ customer successes continue to be tied to short-term customer initiatives rather than the systemic ability to understand and create customer value through a superior customer and operational knowledge. Firms are caught in the perpetual cycle of introducing new customer schemes and technology in an attempt to compensate for these underlying weaknesses. Based on research of some of the world’ s most customer-intensive firms, John McKean shows how companies have managed to break out of this self-perpetuating cycle to develop an iterative system of customer and operational understanding and value creation rather than the cycles of price and promotion schemes. Most have made the break with the guidance and leadership of a unique breed of information visionarieswhose bravery and vision extended beyond the corporation realities of their time. The author documents the tumultuous battles fought to achieve the change and the resulting bottom-line payback as they broke free from the legacies of the mass-market culture.

Leverage people, processes, activities, information, and technologies to... Acquire new, more profitable customers Build long-term customer loyalty Serve every customer as an individual Drive powerful marketing opportunities Increase profits and shareholder value! The start-to-finish guide to breakthrough customer relationship management! In "Accelerating Customer Relationships," a world-renowned CRM expert shows you how to build knowledge "infostructures" that deliver breakthrough profitability and customer loyalty. Ronald S. Swift walks you step by step through integrating every customer touchpoint: retail, Web, call center, and beyond. Swift covers every aspect of enterprise-wide relationship management--strategies, processes, partnerships, platforms, software, methodologies, and more. Through proven methods, practical examples, and case studies, you'll discover how to create the customer-centric environment to: Identify what your most profitable customers share in common-then find more customers just like them! Shorten your sales cycle by anticipating your customer's requirements and expectations more accurately Manage your channel partnerships and other relationships more profitably Maintain customer privacy and confidentiality while gaining the benefits of profiling Calculate the economic value of customer relationship management Discover the key factors that make or break CRM for your organization The high-value, loyal customer is the #1 key focal point for growth organizations worldwide! Today's relationship technologies give you an unprecedented opportunity to strengthen and deepen the customer relationships you care about most. Ronald S. Swift can show you how todo it-before your competitors do! ""Ron Swift's book is designed to help you tie the loyalty knot with your customers. It has the tools, the framework, and the know-how to deliver customers and profits."" -- Martha Rogers, Ph.D.

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