Summary of Managing Customer Relationships

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Managing Customer Relationships book summary


8 Overall

10 Applicability

6 Innovation

9 Style


This very extensive text on customer relationship management leaves nothing unsaid or unexplained. Authors and editors Don Peppers and Martha Rogers tackle the subject with admirable organization, clarity and depth. They define every important term and do not lose the reader in marketing jargon - a rare virtue in a book about marketing. The text, including contributions from other well-known experts in the field, propounds a well-developed theory of customer relationship management (CRM) and sets out numerous examples to illustrate, explain and clarify the theory. Useful as a handbook, textbook or reference manual, the book covers - among many other core subjects - customer identification and differentiation, customer feedback, an analysis of retailing and basic tools for CRM. highly recommends this book to service-oriented managers and executives. To form profitable relationships with your customers, first get friendly with Peppers and Rogers.

In this summary, you will learn

  • What the basics of managing customer relationships are
  • Why it is important to view customer management in terms of individual relationships.

About the Authors

Don Peppers and Martha Rogers are founding partners of the Peppers and Rogers Group, a Carlson Marketing Group Company based in Norwalk, Connecticut. They are the co-authors of five bestselling books about one-to-one customer relationships and were named by Business 2.0 magazine as two of the most important business gurus of all time.



Why Customer Relationship Management
Customers aren't what they used to be. In the past, customers were mysterious entities who clumped together in relatively undifferentiated segments. To understand customers, many enterprises used statistical sampling techniques. However, the information...

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