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Ian Gordon
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igordon@converge.on.ca Ian Gordon is President, Convergence Management Consultants Ltd. He is the author of three books, Relationship Marketing (John Wiley and Son, 2004), Competitor Targeting (John Wiley and Son, 2001), and Beat the Competition (Blackwell Publishing, 1989). He can be reached at igordon@converge.on.ca.
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Articles by this Author:
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CUSTOMER RELATIONSHIP MANAGEMENT: FROM CONFLICT TO COLLABORATION
by Ian Gordon
Is collaboration better or more productive than conflict? It certainly is, argues this author, if any business that is based on relationships hopes to succeed. And given the critical importance of Customer Relationship Management, collaborating effectively is the foundation of a successful business relationship today. In this practical article, the author suggests how managers can build a collaborative environment that will allow them to achieve the full potential of Customer Relationship Management.
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CUSTOMER RELATIONSHIP MANAGEMENT AT CCL
by Ian Gordon
Packaging aerosol products may seem like a rather unglamorous business, especially in today's New Economy, but the way CCL has practiced it over the years has won the firm wide recognition and strong growth over its almost-50 year history. At the core of the company's success is the view that stakeholder relationships are vital corporate assets that should be nurtured and grown over time. Such a view, in fact, makes it seem that CCL was practicing Customer Relationship Management well before the term was popularized. After reading this article, and getting an inside look at how the company manages its relationships, it will be easy to understand why CCL is such a leading practitioner of Customer Relationship Management.
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CRM IS A STRATEGY NOT A TACTIC
by Ian Gordon
Almost all firms have adopted Customer Relationship Management (CRM) in their bid to build loyalty and retention. Too often, however, a CRM policy is highly ineffectual. The problem, this author and consultant says, is that a CRM program is developed as a stand-alone tactic, instead of being seen and developed as a strategy. The author itemizes and analyzes the errors companies make when developing a CRM program. He also puts forward some highly practical and valuable suggestions that will help them realize the great promise of CRM.
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MARKETING GOVERNANCE: OVERSIGHT OVERLOOKED
by Ian Gordon
While marketing issues are tabled at board meetings, there are times when they need to be tabled first and discussed foremost.
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THE MARKETER'S CHALLENGE: HOW TO TEACH CUSTOMERS NEW BEHAVIOURS
by Ian Gordon
It is no small challenge but the surest way of capturing new customers is to change the behaviour of those customers. Marketers will find help in this thoughtful and practical article.
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MEASURING CUSTOMER RELATIONSHIPS: WHAT GETS MEASURED REALLY DOES GET MANAGED.
by Ian Gordon
Sophisticated as they may be, investments in CRM technologies and processes may never produce the desired return on investment until companies have measurements and plans.
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BEST PRACTICES: CUSTOMER RELATIONSHIP MANAGEMENT
by Ian Gordon
No one company has written the book on CRM. And rightly so, says this author, whose examination of how companies practice this much-talked about discipline led him to develop comprehensive guidelines for enhancing a company's returns from CRM.
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RELATIONSHIP DEMARKETING: MANAGING WASTEFUL OR WORTHLESS CUSTOMER RELATIONSHIPS
by Ian Gordon
Believe it or not, the "customer from hell" does exist. Showing that customer the door, as this article describes, will make managers' breathe easier and allow them to focus on the customers that really matter.
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