The Evolution of Customer Care

ForewordPrefaceAcknowledgementsPART ONE: THE SKILLS NEEDED BEFORE YOU START: THE FIVE FOUNDATION PILLARS THAT DEFINE YOUR CURRENT AND FUTURE STAGE OF EVOLUTIONChapter 1: The Stages in the Evolution of Customer CareBuilding the Foundation: Where Are You Right Now?The Stages of EvolutionWhat Stage Are You In?Lessons LearnedChapter 2: Who Are Your Customers?: The Need for Customer ProfilesBulding the Foundation: Who Are My Customers and What Are Their Needs?In Which Supplier Category Do You Fall?The Significance of the Customer Profile: Why It Defines Your StageInformation Gathering Best PracticesLessons LearnedChapter 3: Segmentation: Some Customers Are More Important Than OthersBuilding the Foundation: Not All Customers Are Created EqualThe Importance of Customer SegmentationGetting Started: A Step-by-Step Guide to Segmentation Best PracticesLessons LearnedChapter 4: Focusing on Customer Needs Through the Voice of the CustomerBuilding the Foundation: The Voice of the Customer (VOC) Interview and SummaryBest Practices in Determining the VOCUsing Your DataLessons LearnedChapter 5: The Importance of Technology: A Key EnablerBuilding the Foundation: Choosing Your Technology CarefullyThe Role of Technology: Matching It to Your Stage of EvolutionA Step-by-Step Approach to Technology InvestmentsTools for SuccessLessons LearnedChapter 6: Staged Customer ManagementBuilding the Foundation: Customer Management Must Fit the StageA Staged Perspective on Customer Management PracticesCustomer Complaint ManagementLessons LearnedPART TWO: THE ROUTE MAP TO STAGE III CUSTOMER CARE: THE 12 STEPS TO GET YOU TO YOUR DESTINATIONChapter 7: Your Survival Strategy for the Future: Why the Route Map is EssentialUsing the Route Map: Perspectives on Strategic Customer CareHow to Overcome Common Reasons for FailureA Fork in the Road Ahead-- Which Path Will You Choose?Lessons LearnedChapter 8: Bringing the Process to Life: The Importance of AlignmentUsing the Route Map: Aligning People and Process StepsStep 1: Management Alignment and MobilizationStep 2: Readiness Assessment: Is Everyone Ready for Change?Step 7: Management Call to Action-- Using Your Results to Build Your TeamStep 10: Team TrainingLessons LearnedChapter 9: How to Support the Process: The Tools and Practices Needed for Information GatheringUsing the Route Map: Acquiring New Skills and Embracing New TechnologyRevisiting the Importance of Customer Loyalty and RetentionStep 3: Customer SegmentationStep 4: Customer ProfilingStep 6: Gap AnalysisLessons LearnedChapter 10: Action Planning: Building the Plan with Tools and Practices in PlaceUsing the Route Map: Time for ActionStep 8: Building Your Strategic Action PlanStep 9: Customer AlignmentStep 11: Developing an Implementation PlanStep 12: Performance Monitoring and AdjustmentLessons LearnedChapter 11: Destination: SuccessPart I: Building the FoundationPart II: Using the Route MapAppendix A: Syndicated Research on Customer SatisfactionAppendix B: The Project CharterAppendix C: Sample Readiness AssessmentAppendix D: The Customer ProfileRecommended Reading ListIndex