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1. Introduction
2. Agenda
3. Customer management - good practice process
4. Key management questions
5. How not to do it - bureaucracy
6. How not to do it - data silos
7. Measurement - technology has an important role
8. Three levels of data and response
9. Data needs people to interpret it
10. What does interpretation mean ?
11. Interpretation example
12. Interpretation - quality, satisfaction (1)
13. Four survey questions
14. Interpretation - quality, satisfaction (2)
15. Four survey questions re-asked
16. Difference between customer and manufacturer
17. Are we really brand loyal?
18. The myth of the loyal customer
19. Who is an effective interpreter?
20. Understanding factors within management control
21. When to ignore data and when to feedback
22. Targeting feedback
23. Targeting - who needs to know
24. Targeting - when to tell them
25. Targeting - what to say
26. Targeting - how to say it
27. Response
28. Four types of response must be anticipated
29. Response - ignore the feedback
30. Response - immediate remedial action
31. Response - tactical actions
32. Response - strategic change programmes
33. Audit and improve customer management (1)
34. Audit and improve customer management (2)
35. Summary
36. Conclusion

Topics Covered

• Good practice customer management process
• Measurement, who does it and how
• Interpretation, who is the interpreter
• Feedback: who, when, what and how
• Response: when to ignore feedback and how to decide appropriate action

Links

Series:

• Improving the Customer Experience

Categories:

• Management, Leadership & Organisation
• Marketing & Sales

Talk Citation

Publication History

• Published on March 1, 2008
• Archived on May 28, 2025