Managing the New Customer Relationship: Strategies to Engage the Social Customer and Build Lasting Value
About this ebook
“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
About the author
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.
