“Completely updated, this remains absolutely the best exposition of customer relationship management. Can’t think of a better guide to increasing your performance and profits. This book belongs on the desk of every company that is serious about CRM. The wealth of information and insight is astonishing.” Professor Philip Kotler, S.
Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA “The expression ‘Customer Experience’ is reverberating around boardrooms and Directors are desperate for robust, proven processes to be embedded in their organisations. Francis Buttle and Stan Maklan are brilliant researchers, teachers and experienced practitioners in the CRM/Customer Experience domain and I urge you to take time to read and implement this exciting, state-of-the-art book on this topic.” Professor Malcolm McDonald, Author of 46 books; Professor at Cranfield, Henley, Warwick, Aston and Bradford Business Schools, UK. Formerly Marketing and Sales Director of Canada Dry and Chairman of Brand Finance “This book is a comprehensive, managerially relevant, up-to-date, evidence-based account of CRM. It provides great support for teaching and learners approaching the topics of CRM and customer experience at different stages of their careers.
Among others, a key strength of the book is its pragmatic approach to the application of CRM theory into practice. Highly recommended for teaching and learning.” Dr Benedetta Crisafulli, Lecturer in Marketing, Birkbeck, University of London, UK “In this Fourth Edition Buttle and Maklan take what was already THE reference book for Customer Relationship Management to the next level, providing a highly contemporary and deeply pragmatic view of how to create value with CRM today and tomorrow.” Ross Dawson, futurist, keynote speaker, strategy advisor and author of four books including ‘Developing Knowledge-Based Client Relationships’ “The great thing about this book is that the authors keep it updated. Students get that rare combination of a comprehensive guide to theory, the injection of practical experience and the latest thinking on strategy, technology and applications.” Merlin Stone, Professor of Marketing and Strategy, St Mary’s University, Twickenham, UK, and co-author ‘Customer Relationship Marketing: New Thinking, New Strategies, New Tools’ “A dynamic, strategic, practical and deeply relevant guide to creating and implementing a winning customer experience strategy.” Larry Hochman, European Business Speaker of the Year, Customer Experience expert and author of ‘The Relationship Revolution’ “At last, a serious reference manual for delivering what CRM always promised but generally failed to deliver. It is not, however, for the faint hearted, but only those who are serious about creating a holistic and unified organizational environment to create and deliver value to customers, and to keep them coming back for more.” Jeremy Cox, Principal Analyst, Customer Engagement Practice, Ovum, and author of ‘Mid-Market CRM: Customer Relationship Excellence in Mid-Sized Enterprises’ “Every business is ripe for disruption, so customer obsession is an imperative.
Creating scaled systematic customer managed relationships and experiences is more critical than ever. This book provides an excellent approach to truly centering businesses around the customer; strategy and execution for delivering sustainable CRM ecosystems; embracing new emerging ways to connect to customers alongside good person-to- person relationships.” Karen Ganschow, General Manager Customer Strategy and Marketing (Banking), and Adjunct Lecturer in CRM/CXM, Macquarie Graduate School of Management, Australia “This book is a complete guide to Customer Relationship Management. Of course, it covers the basics of CRM, including Strategic CRM, Operational CRM and Analytical CRM, but this enriched Fourth Edition also explores cutting edge issues such as Artificial Intelligence, bots and Big Data and how these impact on customer experience. This is a ‘must have’ book for anyone wanting to learn about CRM.” Aina Neva Fiati, CEO, iSystem Asia – Customer Strategy Excellence Center, Indonesia CUSTOMER RELATIONSHIP MANAGEMENT Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation.
Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development. Theoretically sound and managerially relevant, the book is liberally illustrated with examples of technology applications that support marketing, sales and service teams as they interact with customers, but assumes no deep technical knowledge on the reader’s part. The book is structured around three core types of CRM – strategic, operational and analytical – and throughout each chapter, case illustrations of CRM in practice and images of CRM software demystify the technicalities. Ideal as a core textbook for advanced undergraduate and postgraduate students on CRM or related courses such as relationship marketing, digital marketing, customer experience management or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.
NEW TO THIS EDITION: • New and updated international case illustrations throughout • New and updated screenshots from CRM applications • Fully updated to reflect the evolving CRM landscape, including extended coverage of: – Big data and its influence on CRM – Artificial intelligence (AI) – Advances in CRM analytics – The relationships between CRM and customer experience management – The role of social media in customer management strategy – Real-time marketing – Chatbots and innovative customer self-service – Privacy and data security. • Updated lecturer support materials online. Francis Buttle, BSc, MA, PhD, is founder and principal consultant of Francis Buttle & Associates, and Honorary Professor at Macquarie Graduate School of Management, Sydney, Australia. Stan Maklan, BSc, MBA, PhD, is Professor of Marketing and Technology, Cranfield School of Management, UK and Co-Director of the Cranfield Centre for Strategic Marketing and Sales.
CUSTOMER RELATIONSHIP MANAGEMENT Concepts and Technologies Fourth Edition FRANCIS BUTTLE AND STAN MAKLAN Fourth edition published 2019 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN and by Routledge 52 Vanderbilt Avenue, New York, NY 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2019 Francis Buttle and Stan Maklan The right of Francis Buttle and Stan Maklan to be identified as authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.
First edition published by Butterworth-Heinemann 2003 Third edition published by Routledge 2015 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Names: Buttle, Francis, author. | Maklan, Stan, author. Title: Customer relationship management : concepts and technologies/ Francis Buttle and Stan Maklan. Description: Fourth Edition.
| New York : Routledge, 2019. | Revised edition of the authors’ Customer relationship management, 2015. | Includes bibliographical references and index. Identifiers: LCCN 2018053860 (print) | LCCN 2018055744 (ebook) | ISBN 9781351016551 (Ebook) | ISBN 9781138498266 (hardback : alk.
paper) | ISBN 9781138498259 (pbk. paper) | ISBN 9781351016551 (ebk) Subjects: LCSH: Customer relations—Management. Classification: LCC HF5415.8/12—dc23 LC record available at https://lccn.gov/2018053860 ISBN: 978-1-138-49826-6 (hbk) ISBN: 978-1-138-49825-9 (pbk) ISBN: 978-1-351-01655-1 (ebk) Typeset in Minion Pro and Futura Book by Apex CoVantage, LLC Visit the companion website: www.com/cw/buttle CONTENTS List of figures xiii List of tables xvi Prefacexviii Acknowledgementsxxiii Section A UNDERSTANDING CUSTOMER RELATIONSHIPS 1 1 Introduction to CRM 3 Chapter objectives 3 Introduction3 Three forms of CRM 5 Strategic CRM 6 Operational CRM 7 Analytical (or analytic) CRM 13 Where does social CRM fit? 14 The changing face of CRM 15 Misunderstandings about CRM 16 Defining CRM 17 CRM constituencies 19 Commercial contexts of CRM 20 The not-for-profit context – the “third sector” 21 Models of CRM 22 Conclusion24 Notes and references 25 2 Understanding relationships 27 Chapter objectives 27 What is a relationship? 27 Relationship quality 31 When do companies want relationships with customers? 32 Customer life-time value 36 vii Contents When do companies NOT want relationships with customers? 41 When do customers want relationships with suppliers? 42 When do customers NOT want relationships with suppliers? 44 Customer satisfaction, loyalty and business performance 45 Relationship management theories 53 Conclusion58 Notes and references 59 3 Managing the customer journey: customer acquisition 65 Chapter objectives 65 Introduction65 Customer journey: the basics 66 Customer acquisition 66 What is a new customer? 68 Portfolio purchasing 70 Prospecting72 Making the right offer 86 Key performance indicators of customer acquisition programs 87 Operational CRM tools that help customer acquisition 88 Conclusion91 Notes and references 92 4 Managing the customer journey: customer retention and development 94 Chapter objectives 94 Introduction94 What is customer retention? 95 Economics of customer retention 98 Which customers to retain? 99 Strategies for customer retention 99 Positive customer retention strategies 100 Context makes a difference 116 Key performance indicators of customer retention programs 117 The role of research in reducing churn 117 Strategies for customer development 119 Strategies for terminating customer relationships 121 Conclusion124 Notes and references 124 Section B STRATEGIC CRM 129 5 Customer portfolio management 131 Chapter objectives 131 viii Contents What is a portfolio? 131 Who is the customer? 133 Basic disciplines for CPM 133 CPM in the business-to-business context 154 Additional customer portfolio management tools 160 Strategically significant customers 162 The seven core customer management strategies 163 Conclusion164 Notes and references 165 6 Managing customer-experienced value 167 Chapter objectives 167 Introduction167 Understanding value 168 When do customers experience value? 170 Modeling customer-perceived value 172 Sources of customer value 173 Customization174 Value through the marketing mix 179 Conclusion201 Notes and references 202 7 Managing customer experience 206 Chapter objectives 206 Introduction206 What is customer experience? 207 The experience economy 207 Why the corporate interest in CX? 208 Service marketing 210 Total quality management 213 Customer experience concepts 214 Data sources for CX research 217 What distinguishes customer experience management from customer relationship management? 219 CRM’s influence on CX 219 How CRM software applications influence customer experience 221 Conclusion224 Notes and references 224 Section C OPERATIONAL CRM 227 8 Marketing automation 237 ix Contents Chapter objectives 237 Introduction237 What is marketing automation? 237 Benefits of marketing automation 239 Software applications for marketing 241 Conclusion266 Notes and references 267 9 Sales force automation 269 Chapter objectives 269 Introduction269 What is SFA? 270 The SFA eco-system 271 SFA software functionality 273 SFA adoption 285 How SFA changes sales performance 286 Summary288 Notes and references 288 10 Service automation 291 Chapter objectives 291 Introduction291 What is customer service? 291 Modeling service quality 292 Customer service standards 293 What is service automation?