The Seven Myths of Customer Management: How to be Customer-Driven Without Being Customer-Led, 1st Edition

  • John Abram
  • Paul Hawkes
  • Published By:
  • ISBN-10: 0470858818
  • ISBN-13: 9780470858813
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 236 Pages | eBook
  • Original Copyright 2006 | Published/Released June 2013
  • This publication's content originally published in print form: 2006

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Written in a lively and readable by two experienced consultants, this book argues that far too much has been made of customer satisfaction and the primacy of the consumer at the expense of hard-edged commercialism. In the rush to jump on the 'customer is king' bandwagon, most organizations have failed to remember that the first rule of being in business is to make money. And now they are suffering the financial consequences. This pragmatic book destroys seven key myths about customer management that have achieved an almost folkloric status, and provides a step-by-step action plan for linking customer focus with commercial goals. The result will be a balanced organization that is customer-driven - not customer-led.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
1: The Seven Myths of Customer Management: Debunking some Established Wisdom.
2: Testing the Water: Understanding where You are Today.
3: Look Before You Leap: Developing a Customer-Focused Strategy.
4: Measuring Your Way to Success: Allocating Resources for Maximum Effect.
5: Don’t Keep It Too Simple, Stupid: The Need for a Segmented Approach.
6: Lining up the Ducks: Aligning the Company for Customer Focus.
7: Are you the Problem? The Role of Leadership in Creating Customer Focus.
8: Bringing the Focus Alive: A Practical Action Plan.