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Informationen zum Autor Tony Carter Zusammenfassung Examines the customer advisory board (CAB) - one of the most effective competitive tools for building and maintaining customer satisfaction. Shows how to create and make use of an effective CAB, and how doing so can give your company a marketing advantage and improve vital aspects of business. Inhaltsverzeichnis Foreword Preface and Acknowledgments SECTION I: CUSTOMER RELATIONSHIP BUILDING Chapter 1. Introduction: A Way to Reach Customers An Overview of the CAB The Customer Relationship-Building Process Relationship Selling Summary Case Study: SI Customer Advisory Council Appendix: CAB Survey Results Chapter 2. The Customer Relationship-Building Process Customer Selling Modes and Membership Commitment Defining the Customer Relationship Sales Process Methods to Build Customer Relationships Maintaining Customer Relationships and the CAB Case Study: Sales Force Transition, PG Industries, Inc. Chapter 3. Customer Focus Customers and Reengineering Value Focus Value-Added Features Customer Satisfaction Customer Orientation Networks Case Study: Sales Strategy, IBM Software Group Chapter 4. Customer Alliance and Trust Building in Relationship Formation The Nature of Relationships Role of Trust Importance of Listening Successful Leadership and Emotional Intelligence Case Study: Consumer Sales, Campbell, Inc. Appendix: Senior-Level Management and Customer Alliance Building SECTION II: BUILDING CUSTOMER ADVISORY BOARDS Chapter 5. CAB Structure, Procedures, and Agenda Forming a CAB Board Composition and Procedures Types of CABs CABs and New Businesses Case Study: Sales Management and Measurement, EMEA Appendix: Sample CAB Agenda Chapter 6. Value of CABs to Customers and Organizations Customer Satisfaction and Loyalty Gaining the Competitive Edge Case Study: Sales Management, North American Operations, Tia Electronics, Inc. SECTION III: STRATEGIC USES AND EFFECTIVE MANAGEMENT Chapter 7. Customer Satisfaction at Prudential Insurance Organizational Culture Customer Acquisitions Customer Retention Initiatives to Improve Customer Satisfaction Internal Customers Prudential’s CABs Case Study: Strategic Account Initiative, Walter, Inc. Chapter 8. CAB Challenges for Lubrizol and Sony Innovation Through Customer Relationships Lubrizol’s New Direction and Performance Sony’s Expansion Through Partnerships and Innovation Case Study: Lubrizol and Sony Chapter 9. Global Applications Real-World CABs Competitive Advantage in International Markets The Nature of Global Relations Saba’s Global CAB Global Integration of Strategic Change Conclusion Case Study: Organizational Teamwork, French Airways World Cargo Notes Index ...
