About the Book Die Kunden - sie sind der gr� te Aktivposten eines Unternehmens und die Hauptquelle f�r langfristige Wertsch�pfung in einem Unternehmen. Doch anders als andere Aktivposten, ver�ndern sich die Kunden permanent. Deshalb muss man besonders sorgsam mit ihnen umgehen, wenn man die Ertr�ge, die sie dem Unternehmen bescheren, maximieren will.
"The Seven Myths of Customer Management" sagt Ihnen, wie erfolgreiches Customer Management aussieht.
Die Autoren kritisieren, dass dem Thema Kundenzufriedenheit und der Vorrangstellung des Kunden eine viel zu gro e Bedeutung beigemessen wurde, und zwar auf Kosten kompromissloser Kommerzialisierung.
Die meisten Unternehmen h�tten bei ihrer �bertriebenen Kundenorientiertheit vergessen, dass die oberste Gesch�ftsregel heisst, Geld zu verdienen.
Dieses pragmatische Buch r�umt auf mit dem weit verbreiteten "Der Kunde ist K�nig"-Klischee und zerst�rt die sieben Mythen des Customer Management, wie z.B. 'Die Kundenbindung ist der Schl�ssel zu erh�hter Rentabilit�t' oder 'Kundenzufriedenheit f�hrt zu Kundentreue' oder aber 'Wiederholungsk�ufe sind dasselbe wie Kundentreue'.
Es stellt einen Aktionsplan auf, der Schritt-f�r-Schritt erkl�rt, wie man Kundenorientierung und kommerzielle Ziele miteinander in Einklang bringt.
Ziel des Buches ist es, dass Unternehmen lernen, kundenorientiert zu sein, aber nicht kundengesteuert.
John Abram began his career selling industrial textiles to major customers in industries as diverse as mining, water treatment and pollution control. He was promoted to head the firm's business development functions in the UK, where he was responsible for introducing one of the earliest examples of automated customer management systems used in the UK.
He was recruited by American Express in 1978 and appointed Marketing Manager, with responsibility for Cardmember recruitment and retention, as well as cross-sales of complementary products and services.
In 1981, backed by a leading publishing firm, he started his own business promoting a range of products and services to entrepreneurs and business managers. In 1984, he bought out his original backers and took the business on to become a significant innovator in the promotion of investment products by phone and post, being the first in the country to sell personal pension plans direct to consumers.
Paul Hawkes joined American Express Card Division in 1975 and subsequently became Marketing Manager for the merchant network in the UK and Ireland. In 1979, he moved to Time-Life Books and was promoted to become European Marketing Vice President, responsible for mail order and retail marketing and sales, new product development and co-publishing relationships across 14 countries within Europe and Africa.
He was a director of the British Direct Marketing Association and a Council Member of both the Association of Mail Order Publishers and the Mail Order Publishers' Authority; and is a Fellow of the Chartered Institute of Marketing. He is now a director of the Virtual Partnership Ltd.
John and Paul co-founded Abram, Hawkes plc in January 1987, the UK's foremost consultancy specialising in marketing and customer management; or, more simply, advising and assisting organisations on how to grow revenues and build customer profitability. They sold the company at the beginning of 2000 to Valoris, a major European consulting firm.
