Information Masters: Secrets of the Customer Race (Hardcover)

~ (Author) "THE CUSTOMER MASTERS ARE THE INFORMATION MASTERS..." (more)
Key Phrases: Information System, Weeks Figure, Advocates Undecided (more...)

Editorial Reviews

Review

"A book that combines detailed technical and theoretical information, statistics and a fair degree of common-sense writing." -- Winning Business, September 2000

Product Description

… Less than five percent of the world’s firms achieve the full potential of their customer relationship initiatives … The rest are caught in its paradox … The core message of Information Masters is simply that the frenzied race back to customers is being won by those who have developed a broad and deep customer information competency. The winners have accomplished this by balancing technology with investments in the predominantly "non-technological" determinants of customer information competency — people skills, processes, organization structure, culture, leadership, and information itself. "You might think it’s lack of technology that accounts for your inability to forge stronger, more rational and cohesive relationships with your customers, but John McKean’s excellent study shows that technology is likely to be the least of your worries. Information competency is the result of the people you have in place, the processes they follow, the culture of your firm, and many things other than technology. Don’t start your journey toward CRM without reading this book!" Don Peppers, co-author, The One to One Fieldbook: The Complete Toolkit for Implementing a 1to1 Marketing Program (Doubleday, 1999) "Managing customer relationships is too important to be left to the technologists to figure out. McKean has nailed it when he forces you to consider and evaluate the other ‘stuff’ — people, processes, and culture, and, by the way, the data itself is awfully important." John Peterson, AT&T Vice President, Database Marketing "Gaining competitive advantage from information is not as much a technological challenge as it is about people, culture, and leadership. John illustrates and quantifies a better way to build an information advantage to serve both customers and shareholders." David Overton, Vice President, Merchandise Planning, Sears "Getting closer to customers is a business imperative — but it’s all too easy to become seduced by the latest technology promises and consultancy mantras. John McKean offers an invaluable insight into the real drivers of success which organizations serious about CRM must put in place." Robert Wyllie BA (Hons)APMI, Group Database Marketing, Scottish Widows "The revolution in information technology is undermining many traditional business models and creating untold confusion. But in confusion lies opportunity. McKean shows how to see past the mesmerizing advances in computers and communications to create a coherent business strategy that draws on both technological and non-technological capabilities." Professor Erik Brynjolfsson, Director of the MIT Program on Electronic Commerce and Marketing, MIT Sloan School of Management "One of the greatest business challenges is not the mastery of new technologies, but the creation of a culture able to keep pace and grasp the opportunities these technologies present. This is nowhere better illustrated than in John McKean’s pursuit and exploration of that enigma, the profitable customer, through his book Information Masters." Trevor Dukes, Business Systems, W H Smith "In the first decade of the new millennium, customer information competency will be understood as one of the great differentiators between ‘great’ and ‘mediocre’ organizations; John McKean’s book identifies the characteristics of those organizations that possess customer information competency and he provides a roadmap for firms seeking to achieve it. For information-based organizations, reading this book will not only save needless expense, but it will help improve overall focus, marketing productivity, and profit." James Bauer, Vice President, National Consumer Services, Chase Manhattan Bank "McKean’s landmark book offers the best insights I’ve seen into our biggest challenges for building profitable customer relationships in the digital age … the non-technological ones." Glen Kaiser, Director of Marketing and Information Systems, AT&T WorldNet

See all Editorial Reviews

Product Details

• Hardcover: 300 pages
• Publisher: Wiley (May 26, 1999)
• Language: English
• ISBN-10: 0471988014
• ISBN-13: 978-0471988014
• Product Dimensions: 9.3 x 6.1 x 0.9 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #1,728,792 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

4.0 out of 5 stars Information, the fuel for customer relationship management, February 15, 2001

By A Customer

Isn't it interesting that few authors of books or articles on customer relationship management effectively address the critical success factors of this business philosophy. John McKean knows something that many don't seem to understand: "You can't expect a high performance machine to run efficiently on low grade fuel"! Although buying the right technology is important (and quite expensive I might add), it's purpose is really to move customer information from where it is to where it is needed in time for it to be applied. If that information is difficult to get hold of or the quality is low to begin with then any investment in the technology will be undermined (at least to some extent).

If you think that technology is the answer to building a customer-centric business strategy, read this book because it will give some useful insight into what you will be up against. I have no doubt that the leaders in the customer race are already being rewarded for this knowledge.

This the best book I have read for a long time. I have never scored any book 5 out of 5 but was very tempted to do so on this occassion.

2 of 2 people found the following review helpful:

5.0 out of 5 stars a well kept secret...., August 25, 2000

By	Italo Cattaneo (Milano, MI Italy) - See all my reviews

The book is outstanding value; it has depth of knowledge and plenty of actionable recommendation like no other (or consultants for that matter...). It shows you the real problems and opportunities of CRM in action.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Taking the horse from behind the cart, August 15, 2002

By	Ford Prefect (Ireland) - See all my reviews

This book is the best book on business information I have ever read. I refer to it all the time and it has the most balanced view of technology and its relevance to business I have ever seen.

Its a bit dense and it can be heavy going but the book is absolutely worth the effort.

Being the best at using business information is the holy grail. And it isn't easy and you can't fake it. This book will make you realise how far you have to go.