It’s no secret that customer relationship management has left many a marketer disillusioned. However, leveraging customer data to build customer value and loyalty still is a desirable goal and, ultimately, the way to grow revenue.
In his new book, “One Customer, Divisible” (Thomson, $29.95)
Michael W. Lowenstein suggests that a key leveraging factor missed by most marketers is using individual customer data to provide the highest level of perceived value. The author then takes readers through the steps necessary to obtain, manage and share data, and details how to apply that information on a customer-by-customer and situation-by-situation basis to create relationships that deliver the best value to each customer, and, in turn, boost his or her lifetime value by building customer loyalty and customer advocacy.
Lowenstein’s inclusion of numerous actionable techniques used by marketers such as British Airways, Royal Bank of Scotland and Amazon, makes this a valuable volume for those who want to take CRM to the next level.
—Irene Cherkassky
The Business of Database Marketing