V. Kumar - The Definitive Guide to Customer Relationship Management

V Kumar
Richard R. Hammond
Herb Sorensen Ph.D.
Michael R. Solomon

Vice President, Publisher: Tim Moore

Associate Publisher and Director of Marketing: Amy Neidlinger

2013 by Pearson Education, Inc.

Publishing as FTPress Delivers

Upper Saddle River, New Jersey 07458

Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners.

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

ISBN-10: 0-13-334609-9

ISBN-13: 978-0-13-334609-1

For more information, please contact us at

Strategies to Increase Profits and Build Loyalty

V. Kumar

2008 by Pearson Education, Inc.

Publishing as Prentice Hall

Upper Saddle River, New Jersey 07458

Prentice Hall offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales, 1-800-382-3419, .

Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners.

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America

First Printing: January 2008

ISBN-13: 978-013-235221-5

ISBN-13: 978-013-611740-7

Pearson Education LTD.
Pearson Education Australia PTY, Limited.
Pearson Education Singapore, Pte. Ltd.
Pearson Education North Asia, Ltd.
Pearson Education Canada, Ltd.
Pearson Educatin de Mexico, S.A. de C.V.
Pearson EducationJapan
Pearson Education Malaysia, Pte. Ltd.

Library of Congress Cataloging-in-Publication Data

Kumar, V.
Managing customers for profit : strategies to increase profits and build loyalty / V. Kumar.
1st ed.
p. cm.
ISBN-10: 0-13-235221-4 (hbk. : alk. paper)
ISBN-13: 978-0-13-235221-5 (hbk. : alk. paper) 1. Customer relationsManagement. 2.
Profit. I. Title.
HF5415.5.K863 2008
658.8'12dc22
2007027915

Vice President, Publisher
Tim Moore
Associate Publisher and Director of Marketing
Amy Neidlinger
Editor
Yoram (Jerry) Wind
Acquisitions Editor
Martha Cooley
Editorial Assistant
Pamela Boland
Development Editor
Russ Hall
Digital Marketing Manager
Julie Phifer
Marketing Coordinator
Megan Colvin
Cover Designer
Chuti Prasertsith
Managing Editor
Gina Kanouse
Project Editor
Jovana San Nicolas-Shirley
Copy Editor
Keith Cline
Proofreader
Gill Editorial Services
Senior Indexer
Cheryl Lenser
Compositor
Fast Pages
Manufacturing Buyer
Dan Uhrig

Dedicated, with love, to Anita & Rohan, and Prita.

Dr. V. Kumar is one of the worlds leading experts in customer relationship management (CRM). In this book, he offers practical guidance to managers on how to implement CRM strategies in their own firms. It is a must have book for anyone interested in developing profitable and stronger relationships with their customers.

Russ Winer , Executive Director Marketing Science Institute and William Joyce Professor of Marketing Stern School of Business, New York University

Not only have I had the opportunity to participate in one of Dr. Kumars presentations on Managing Customers for Profit , but we also followed through with him in bringing the know-how to our company. We definitely see tremendous value in his concepts and strategies described in this book as evidenced by successes seen in other companies. Currently, we are implementing the framework prescribed in his book in India.

Maninder Singh Juneja , Senior General Manager, HeadRetail Channel Liabilities Group, ICICI Bank Limited, India

This book is the antidote that marketers have needed to satisfy the pressing demand for accountability. The concepts and metrics are grounded in the realities of customer behavior, while speaking the language of senior management.

George S. Day , Geoffrey T. Boisi Professor; Professor of Marketing, Co-Director, Mack Center for Technological Innovation, Director, Emerging Technologies Management Research Program

Marketing leaders face many pressing challenges and opportunities in a rapidly changing global business environment and, as a result, are always on the lookout for fresh insight, new learning, and real-world experiences that they can leverage. Dr. Kumars new book is a must read for marketing managers in B2C- as well as B2B-focused businesses who are looking for a strategic approach to maximizing customer profitability. Kumars book provides a different and proven model. Marketers should have to read it.

Dennis Dunlap , CEO, American Marketing Association

Customer management has become a key business function as organizations seek to complement an understanding of what they do with their brands with a deep knowledge of those they serve: customers. Dr. Kumars book is an essential resource for those who wish to optimize their customer investments. Strategically, it ties customer-facing activities to the firms objectives. Operationally, it has an insightful analysis of the activities that will lead to the achievement of those objectives. And in terms of accountability, it has the marketing metrics to calibrate success in execution, including diagnostic information for learning organizations. Dr. Kumars pre-eminent academic credentials combined with his extensive industry practice are married to make this book of immense value to both academics and practitioners.

John Roberts , Scientia Professor, Faculty of Business, University of New South Wales, Sydney, Australia and Professor of Marketing, London Business School

Firms that view their customer base as a portfolio and manage that portfolio most effectively will continue to outperform those that do not...In this important and comprehensive look at how to manage customers for profit, V. Kumar lays out the issues, dispels the myths, and provides templates for success. I recommend you read this book before your competitors beat you to it.

Gary L. Lilien , Distinguished Research Professor of Management Science and Co-founder and Research Director, Institute for the Study of Business Markets (ISBM), Penn State

One of the best books in marketing that analyzes and demonstrates how to simultaneously manage both customer loyalty and company profitability by targeting and reallocating the four Ps of Marketing.

Jagdish N. Sheth , Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University

Todays hyper-competitive financial services marketplace makes it more important than ever to manage our business to maximize the lifetime value of our customer relationships. V. Kumar has been a leading practitioner as well as a pioneer in extending the state of the art in this area. Now with the publication of this book, he has put together a compelling overview of the fundamental theory and key tools required to optimally manage customer relationships.