Effectively engage your customers with the latest relationship marketing techniques Managing the New Customer Relationship builds upon the foundations of customer relationship marketing (CRM) and provides practical methods and effective tools to help companies manage existing customer relationships, develop new ones organically, and grow their businesses. Companies have long recognized that current customers are their most profitable and that strategies are better focused on customer retention than acquisition. Relationship marketing, with all its complexity, requires new strategies, technology, and techniques. Managing the New Customer Relationship provides effective solutions and wisdom in fostering good customer relations. * Existing customers may be more forgiving and helpful when it comes to new ideas, cost management and testing new concepts * Bundling goods and services or offer them through multiple channels can contribute to profitability, to accommodate customer inertia * Existing customers can reduce marketing costs by using social media, replacing missionary selling with positive word-of-mouth Your current customers are your best customers. And when you give them the attention they deserve in the most effective ways, you'll watch your revenues grow faster than ever before.

Ian Gordon is a management consultant with over thirty
years of marketing and strategy experience. He is president of
Convergence Management Consultants in Toronto, Canada, where he
heads the Relationship Marketing-CRM practice, assisting clients to
develop customer acquisition and relationship management
strategies. He has worked with companies such as Alcan, Amadeus,
Apple, Bell Canada, Canada Post, Chrysler, Eastman Kodak, Ethyl,
Experian, Ford Electronics, General Electric, Goodyear, HP/Compaq,
IBM, Kodak Canada, MasterCard, Microsoft, Mitel, NCR, Nortel
Networks, Ontario Power Generation, Parker Hannifin, RBC, Thomson
Reuters, Toshiba, Westinghouse and Xerox.

Ian is author of three previous books including the best-selling
Relationship Marketing: New Strategies, Techniques and
Technologies to Win the Customers You Want and Keep Them
Forever (John Wiley & Sons Canada, 1998). He was the
founding president of the Association for the Advancement of
Relationship Marketing, and a past president of the Industrial
Marketing and Research Association of Canada. He has lectured in
relationship marketing, CRM and other marketing courses to
undergraduate and MBA university students for over 20 years.

Praise for Managing the New Customer Relationship

"Gordon delivers an impressive synthesis of the newest methods for engaging customers in relationships that last. No organization today can succeed without the mastery of customer relationship management strategy fundamentals. But to win in the decades ahead, you must also understand and capitalize on the rapidly evolving social computing, mobility and customer analytics technologies described in this book. Checklists, self-assessments and graphical frameworks deliver pragmatic value for the practicing manager."
— William Band, Vice-President, Principal Analyst, Forrester Research Inc., Cambridge, MA

"A very comprehensive and practical book on managing relationships with existing customers in the age of social media! I particularly enjoyed reading chapters on teaching customers new behaviors, which were illustrated by excellent case studies."
— Jagdish N. Sheth, Ph.D. , Charles H. Kellstadt Professor of Marketing, Emory University, Atlanta, GA

"The strategic breadth and depth of this book is impressive as Gordon explores the new customer and how to plan and manage the new customer relationship. I found his review of strategies, techniques and technologies for social, mobile, mass customization and customer analytics to be particularly insightful. Gordon urges marketers to live and breathe one-through-one marketing and to master social engagement techniques. The checklists, cases and examples make the content grounded and actionable. This is an important, current and detailed book to which every organization should pay close attention to improve customer relationships and create shareholder value."
— Marcus Ruebsam, Vice-President, Line-of-Business Marketing Solutions, SAP AG, Walldorf, Germany

"There are many books on CRM, but I recommend this one because Gordon's book does what others do not. He considers CRM strategy and evolves it to recognize a new customer, one who is always connected, socially available and influential. The book doesn't just discuss many point solutions for specific marketing challenges; it integrates technology with strategy, people, process and customer analytics to develop relationships continuously. This book is a broad and deep exploration of CRM, providing practical, fact-based perspectives that every company can use to validate and rethink their customer and stakeholder relationships."
— Helmuth Cepeda, Small, Medium and Distribution Director, Microsoft Mexico, Mexico City, Mexico

Praise for MANAGING THE NEW CUSTOMER RELATIONSHIP

Gordon delivers an impressive synthesis of the newest methods for engaging customers in relationships that last. No organization today can succeed without the mastery of customer relationship management strategy fundamentals. But to win in the decades ahead, you must also understand and capitalize on the rapidly evolving social computing, mobility and customer analytics technologies described in this book. Checklists, self-assessments and graphical frameworks deliver pragmatic value for the practicing manager.

William Band, Vice-President, Principal Analyst, Forrester Research Inc., Cambridge, MA

A very comprehensive and practical book on managing relationships with existing customers in the age of social media! I particularly enjoyed reading chapters on teaching customers new behaviors, which were illustrated by excellent case studies.

Jagdish N. Sheth, Ph.D. , Charles H. Kellstadt Professor of Marketing, Emory University, Atlanta, GA

The strategic breadth and depth of this book is impressive as Gordon explores the new customer and how to plan and manage the new customer relationship. I found his review of strategies, techniques and technologies for social, mobile, mass customization and customer analytics to be particularly insightful. Gordon urges marketers to live and breathe one-through-one marketing and to master social engagement techniques. The checklists, cases and examples make the content grounded and actionable. This is an important, current and detailed book to which every organization should pay close attention to improve customer relationships and create shareholder value.

Marcus Ruebsam, Vice-President, Line-of-Business Marketing Solutions, SAP AG, Walldorf, Germany

There are many books on CRM, but I recommend this one because Gordon's book does what others do not. He considers CRM strategy and evolves it to recognize a new customer, one who is always connected, socially available and influential. The book doesn't just discuss many point solutions for specific marketing challenges; it integrates technology with strategy, people, process and customer analytics to develop relationships continuously. This book is a broad and deep exploration of CRM, providing practical, fact-based perspectives that every company can use to validate and rethink their customer and stakeholder relationships.

Helmuth Cepeda, Small, Medium and Distribution Director, Microsoft Mexico, Mexico City, Mexico

Marketing has changed fundamentally in the last few years and has become an entirely new disciplin…