文档介绍：The Customer Relationship
Revolution—A Methodology for
Creating Golden Customers
Kelly D. Conway, President
Julie M. Fitzpatrick, Senior Vice President
eLoyalty
© 1999 eLoyalty Corporation
205 N. Michigan Avenue, Suite 1500, Chicago, Illinois 60601
Table of Contents
Overview 1
How Loyalty Affects Customer Behavior 5
Relationship: Equity, a reservoir of goodwill 6
Turning Customers into Gold 8
plexities of Enterprise Customer Management 9
Defining the Goals of a Customer Relationship Strategy 11
Defining the Drivers of Customer Relationship Strategy 11
Creating a New Customer Experience from the Business Case 12
ing plexity: The eLoyalty Enterprise
Customer Management Methodology 13
Assessment 13
Strategy & Vision 14
Customer Strategy 15
Business Case 15
ECM Vision and Solutions Architecture 15
Benchmarking 16
Gap Analysis 16
Solution Deployment 16
Conclusion 18
The Customer Relationship
Revolution—A Methodology for
Creating Golden Customers
Overview Customers are your most valuable assets
Today, customer relationship strategy is emerging as one of the most important
components of corporate strategy. A well-executed customer relationship
strategy can result in a number of quantitative benefits including greater ability
to up-sell and cross-sell, improved customer retention and reduced cost of service.
In addition, panies will also develop referencable customers, foster
customer forgiveness and create relationship equity, a situation where the
customer and pany are both deriving high levels of value from the
relationship. Together, these quantitative and qualitative benefits contribute to
shareholder value.
The keys to building an effective customer strategy include:
• Identifying unique characteristics of each customer within aniza-
tions’ customer segment profile;
• Modeling the current and potential value of each segment;
• Creating proactive strategies and operational plans, or business rules, which