Harvard Business Review on Customer Relationship Management [Paperback]

C. K. Prahalad (Author), Patrica B. Ramaswamy (Author), Jon R. Katzenbach (Author), Chris Lederer (Author), Hill Sam (Author)

Book Description

ISBN-10: 1578516994 | ISBN-13: 978-1578516995 | Publication Date: January 15, 2002 | Edition: 1ST

This collection of cutting-edge articles will help organizations understand how to build customer loyalty through unique relationship-building strategies such as partnerships, branding, and superlative customer service. Contents include: Co-opting Customer Competence by C.K. Prahalad and Venkatram Ramaswamy; Get Inside the Lives of Your Customers by Patricia B. Seybold; The Old Pillars of New Retailing by Leonard L. Berry; Want to Perfect Your Company's Service?: Use Behavioral Science by Richard B. Chase and Sriram Dasu; Don't Homogenize, Synchronize by Mohanbir Sawhney; Firing Up the Front Line by Jon R. Katzenbach and Jason A. Santamaria; Preventing the Premature Death of Relationship Marketing by Susan Fournier, Susan Dobscha, and David Glen Mick; and See Your Brands Through Your Customers' Eyes by Chris Lederer and Sam Hill.

Editorial Reviews

About the Author

Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.

Product Details

• Paperback: 224 pages
• Publisher: Harvard Business Press; 1ST edition (January 15, 2002)
• Language: English
• ISBN-10: 1578516994
• ISBN-13: 978-1578516995
• Product Dimensions: 8.1 x 5.5 x 0.6 inches
• Shipping Weight: 9.6 ounces
• Average Customer Review: 3.0 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #817,964 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

31 of 34 people found the following review helpful:

2.0 out of 5 stars CRM or customer service?, March 30, 2003

By 

Sara Mencia Abre "Just Me" (Santo Domingo, Dominican Republic) - See all my reviews

This review is from: Harvard Business Review on Customer Relationship Management (Paperback)

I bought this book willing to find essentials about CRM as a Philosophy as a System not by pieces. I cannot qualify this as a coherent book about CRM but as a compilation of eight articles of eight valuable authors writing about Relations with Customers not CRM as an integrated system of Human Resources, Technology and Philosophy into an organization's life. If you see this book as a group of articles gathered to give you different points of view about customers and service (not CRM) this is a good book, if you buy it considering the title "Customer Relationship Management" and "Harvard Business Review" it will not full your expectations.

Nevertheless I have to recommend the article written by Fournier, Dobscha and Mick about preventing the premature death of Relationship Marketing. Very interesting point of view.

21 of 22 people found the following review helpful:

4.0 out of 5 stars Customer service, not CRM, August 27, 2003

By A Customer

This review is from: Harvard Business Review on Customer Relationship Management (Paperback)

This Harvard Business Review title is not about Customer Relationship Management, but about customer service. If you are interested in Customer Service I must say there are at least 3 articles very useful and interesting. If you are searching for CRM, this is not going to fulfill your expetations

11 of 16 people found the following review helpful:

5.0 out of 5 stars Brilliant and Eloquent Delineation of Basics, July 3, 2003

By 

Robert Morris (Dallas, Texas) - See all my reviews
(TOP 50 REVIEWER)    (HALL OF FAME REVIEWER)    (VINE VOICE)    (REAL NAME)   

This review is from: Harvard Business Review on Customer Relationship Management (Paperback)

This is one in a series of several dozen volumes which comprise the "Harvard Business Review Paperback Series." Each offers direct, convenient, and inexpensive access to the best thinking on the given subject in articles originally published by the Harvard Business School Review. I strongly recommend all of the volumes in the series. The individual titles are listed at this Web site: www.hbsp.harvard.edu. The authors of various articles are among the world's most highly regarded experts on the given subject. Each volume has been carefully edited. An Executive Summary introduces each selection. Supplementary commentaries are also provided in most of the volumes, as is an "About the Contributors" section which usually includes suggestions of other sources which some readers may wish to explore.

Some of the most valuable benefits in this volume are provided by comprehensive charts which, all by themselves, are worth far more than the cost of the book. Here are a few examples.

* The Evolution and Transformation of Customers (page 4) and The Shifting Locus of Core Competencies (page 7): both are provided by C.K. Prahalad and Venkatram Ramaswamy.

* Are Your Retail Pillars Solid -- or Crumbling? (page 52): Leonard L. Berry identifies the major differences between inferior retailers from superior retailers.

* The Three Dimensions of Synchronization (page 90): Mohanbir Sawhney explains how any organization can present a single, unified face to the customer -- one that can change as market conditions warrant -- without imposing homogeneity on its people.

* One Destination, Five Roads (page 111) and Teams and Work Groups: It Pays to Know the Difference (page 123): Jon R. Katzenbach and Jason A. Santamaria explain how five practices followed by the U.S. Marine Corps enable it to outperform all other organizations in terms of "engaging the hearts and minds of the front line."

These and other charts are especially helpful whenever a reader wishes to review the key points in any of the eight essays, each of which provides cutting edge thinking and eminently practical advice. Although no bibliography is provided, those who wish to consult other sources need only read the About the Contributors section which will direct them to those sources.