{"title":"Tony Cram","description":null,"products":[{"product_id":"customers-that-count-book-tony-cram-9780273654315","title":"Customers that Count","description":"\"A wonderfully fresh look at CRM.  Customers that Count starts with the theses that the nature of human relationship provides a model for creating business loyalty, then reviews important rules of friendship that will help you to build customer relationships. Filled with lots of valuable case histories, this is an idea-a-minute read.\"  Frederick Newell, author of The New Rules of Marketing Securing repeat business from good customers through long-term loyal relationships is the key to generating profit. However, there are two key elements to this that most people ignore or misunderstand. First, the notion of \"good customers\".   That means you have to concentrate on customers that count; the ones who deliver profits.  Equally importantly, it means that you should learn to sack \"bad customers\"; the others who are destroying value.  Second, the notion of \"loyal relationships\". A loyal relationship is one that lives and goes beyond the database. If you want these customers' loyalty, you have to treat them like valued human beings, not just numbers. This book is more than just another book on CRM. It goes beyond  the concept of capturing cutomers into captivating them. In a world where consumer choice has never been greater, and where the cost of acquiring new customers is sometimes more than the value they bring in, you can't afford to treat all customers the same - the company that seems human will win. As customer value replaces cost control as the guiding principle of management, Tony Cram reveals how to manage the customers that count.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49557535981841,"sku":"GOR001222736","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0273654314.jpg?v=1751071121"},{"product_id":"smarter-pricing-book-tony-cram-9780273706137","title":"Smarter Pricing","description":"The most neglected element of the marketing mix can have an unrivalled impact on the bottom line. Smarter Pricing helps managers make more intelligent pricing decisions, implement pricing strategies and structures more effectively in the market and capture more value for their business.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49586828149009,"sku":"GOR003183653","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":50276025762065,"sku":"GOR009428445","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0273706136.jpg?v=1750844574"},{"product_id":"finishing-touch-the-book-tony-cram-9780273713012","title":"The Finishing Touch, The","description":"Concise, realistic and very readable, this book is packed with insightful thinking for service excellence\"   Alan Parker   Chief Executive Officer   Whitbread Group            ‘Brilliantly simple premise – that a winning service approach lies in a ‘rising upward trajectory’ culminating in a brilliant finish – dissected into eight very practical steps that anyone can use.  As the owner of a service brand myself, I’ll be starting on Monday.’   Adam Morgan, Founder, eatbigfish           'Rich with practical, real life solutions'.     Dean Finch    Group Chief Executive    National Express       ‘A thought provoking practical \"drama\" for anyone who is passionate about excelling at customer service and driving business performance.’ Mike Holliday-Williams Managing Director RSA UK Personal Insurance           'An excellent primer about how to improve services for the public.'  Dame Sally C Davies Director General of Research and Development Department of Health           To win and keep customers you have to do more than just meet their expectations - you have to surpass them. The Finishing Touch will show you how to make a good customer experience great by building up to an impressive finish that every customer will remember.  Using real-life examples, practical advice and tailored information for your industry at the end of each chapter, Tony Cram will show you how to make your customers feel positive about your business, bring them back to buy more and inspire them to promote your business to others.   Deliver amazing service that will get your business noticed and make sure your customers come back from more                 The Finishing Touchwill show you how to:     Make an excellent first impression    Manage customer expectations    Build a trusting relationship with your customers    Handle queues and bad news    Make every customer feel valued    Generate long-term interest through innovation    Recover from mistakes    Leave your customers wanting more so they come back time and time again.                   About the author   Tony Cram has presented on competitive marketing and innovation at conferences and company conventions around the world including Berlin, Buenos Aires, Budapest, Gothenburg, Istanbul, London, Paris and Warsaw.     As a Programme Director at Ashridge Business School - one of Europe's leading centres for Management Development - he designs and delivers executive development programmes on business strategy and market innovation.  His particular interest is in understanding customer value, developing brands and the dynamics of long-term business relationships.    Tony Cram's previous books include - Customers that Count: How to build living relationships with your most valuable customers, Smarter Pricing: How to capture more value in your market and The Power of Relationship Marketing.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49725827678481,"sku":"GOR004487715","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":53153083031825,"sku":"CIN0273713019VG","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0273713019.jpg?v=1769682430"}],"url":"https:\/\/www.worldofbooks.com\/collections\/author-books-by-tony-cram.oembed","provider":"World of Books ","version":"1.0","type":"link"}