Books: Three of a kind - Make the most of your customers

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Last Updated: 31 Aug 2010

RETURN ON CUSTOMER Don Peppers and Martha Rogers Cyan Books £14.99

With an endorsement from Tesco king Sir Terry Leahy (he calls it 'unusually useful'), this in-depth book on how to create genuine customer value is a must-read. Soberly written by CRM's biggest brains, Return on Customer will appeal both to MBAs and to aspiring shop floor managers. There's nothing it doesn't cover. ***

CUSTOMER MANIA! Ken Blanchard, Jim Ballard and Fred Finch Harper Collins £6.99

With the job title Chief Spiritual Officer, it's clear Blanchard fancies himself as a bit of a guru. So it comes as no surprise that this breathlessly evangelical book offers such mantras as 'leadership is love'. But get past the business happy-clapping, and you'll find a book brimming with commonsense advice on how to make your business more customer-focused. A useful quick read. **

CONVERTING CUSTOMER VALUE John A Murphy, Jamie Burton, Robin Gleaves and Jan Kitshoff John Wiley £29.95

This is a verbose business school book that describes 'how to develop top customers and exploit them for ideas, publicity and profitability in exchange for special care and attention'. The management jargon and diagrams are off-putting, though the underlying advice is workmanlike. Thorough enough, but rambling. *

*** Best of its kind ** could be useful * of minor interest none: avoid

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