Home About Jim Barnes Keynotes Seminars & Workshops Consulting Books Publications Strategic Partners Client List Endorsements Contact Us	Dr. Barnes is a widely published author, having published seven books. His management book, Secrets of Customer Relationship Management: It's All About How You Make Them Feel was published by McGraw-Hill in 2001, has worldwide distribution and has been translated into four languages. Also to his credit is Marketing, the best-selling textbook in Canada, now in its 10th edition. His next book, Build Your Customer Strategy,  will be published by John Wiley & Sons in 2006. Reviews of Customer Relationship Management: It's All About How You Make Them Feel. "Drawing upon extensive consulting and research experiences, Barnes' book provides much original thinking and insight on the subject of relationships that helps marketers put the "R" back into CRM. Importantly, Barnes provides practical ideas for relationship-savvy segmentation schemes that can deliver increased value toward this end. Barnes explores CRM not as a marketing responsibility, nor a technology initiative, but as a consumer-centric organizational capacity that delivers shareholder value." Susan Fournier, Harvard Business School Managing Service Quality "Many marketing people still pursue interactive sales solely for their immediate cash return rather than the contribution they can also make to brand values - hence 'loyalty' programmes which have nothing to do with real loyalty. No-one who has read this highly readable and significant book would ever make that expensive mistake." Sir Martin Sorrell Chief Executive WPP GROUP PLC "A wise and thoughtful book by an author who understands to the core that customer relationship management is about human connections." Leonard L. Berry Distinguished Professor of Marketing Texas A&M University and author of Discovering the Soul of Service "And it is only a strong emotional relationship with a company that elicits true customer loyalty. Secrets of Customer Relationship Management outlines the logic behind implementing this kind of CRM, makes clear the ensuing economic benefits and also discusses both how to create strong customer relationships and how to measure the health of a company's current customer relationships. Barnes' gentle and patient writing style makes for a pleasurable read, and helps to convince his reader of the absolute logic of his argument. By the end of the book, the reader will likely wonder why their company hadn't come to Barnes' conclusion years ago." Marketing Magazine SECRETS OF CUSTOMER RELATIONSHIP MANAGEMENT: IT'S ALL ABOUT HOW YOU MAKE THEM FEEL James G. Barnes, McGraw-Hill Companies, 2001. A new softback edition of this best-selling book by Jim Barnes may be ordered from McGraw-Hill Ryerson Limited, 300 Water Street, Whitby, ON, CANADA. Telephone 1-800-565-5758.  Reference custom publication ISBN 007 095 1926. Chapter Summaries: Chapter 1: The Changing Nature of Marketing and Customer Service This chapter examines the changes that have taken place in the theory and practice of marketing in the past twenty years or so-moving away from an emphasis on selling and the marketing mix toward a broadened view of what will lead to long-term customer satisfaction and a focus on customer retention. It includes the author's view of what marketing really means and what is necessary to create genuine relationships with customers. Chapter 2: The Economics of Customer Relationship Building This chapter demonstrates the payback to be gained from customer retention; validating the observation that customers become more profitable the longer they continue to patronize a firm. This chapter not only includes a summary of the results published by others that show that long-term customers are financially more profitable, but also includes the author's own experience and results that point to the fact that there are many positive indirect, non-monetary effects from long-term customer retention. Chapter 3: Customer Satisfaction: Necessary Precursor to Customer Relationships This chapter explores in some detail the concept of customer satisfaction as the fundamental and essential component of customer relationships. It explores the importance of satisfying customers and presents the author's model of the factors that drive customer satisfaction, moving from predictable marketing variables such as product and price to the generally more important, but often ignored, factors of how customers are treated and how they are made to feel by the firm. Chapter 4: The Customer's Definition of Value This chapter explains why the concept of "value" is fundamental to marketing success. It is value that drives customer satisfaction, and the concept of creating and adding value is a solid one that demands management attention. The issue is one of knowing how to create and add value for the customer. This chapter will examine value from the customer's perspective, explaining what the author has learned from more than 30 years of research with customers of companies in many industries in North America and Europe. Chapter 5: The Nature of Relationships This chapter explores the concept of a relationship from the perspective of the customer. It examines how many firms define customer relationships and will explain why the customer does not consider programs such as frequent-shopper clubs to represent a true relationship. Drawing on the author's research in social psychology, this chapter presents a view of what is considered a genuine relationship-one characterized by emotions and feelings. Where such feelings are not present, a solid, genuine customer relationship does not exist. Chapter 6: Building Long-term Relationships This chapter builds on Chapter 5 and explores the essential building blocks of a customer relationship; dimensions such as trust, commitment, communications, and empathy. It lays out strategies for the creation of genuine, long-term customer relationships, and will demonstrate why there is something missing from a database or direct-marketing approach to relationship creation. The chapter will show how firms can build upon the existence of a customer database to create solid relationships. Chapter 7: What Small Firms Can Teach us About Relationships This chapter builds upon the notion that many small firms have been successfully practising relationship marketing for generations-often without even realizing it. Examining a number of case studies, this chapter presents an analysis of what small firms do well in developing and sustaining long-term, genuine relationships with their customers. How larger firms can adapt the approaches of small companies is also explored, with strategies for creating a small-firm feel in a larger organization. Chapter 8: Measuring the Equity in Customer Relationships This chapter discusses the importance of measurement in the management of customer relationships. Unless a company employs some form of measurement to gauge the state of the relationship, it will not be in a position to make improvements. In this chapter, the author presents his proven approach to the measurement of customer relationships, one which is currently being used by large companies in Canada, the United States and Europe. Chapter 9: Identifying Relationships at Risk This chapter proposes a system for identifying situations where relationships are in danger of failing. Telltale signs of relationship failure are identified and strategies are presented for restoring the relationship. Knowing where relationships are strongest and weakest is essential if a company is to manage its customer relationships successfully. An approach to determining when relationships are vulnerable is presented. Threats to strong relationships are discussed, including the use of technology. Chapter 10: Establishing Customer Relationships on the Internet This chapter addresses the very timely subject of establishing and maintaining customer relationships over the Internet. The principles of genuine customer relationships that have been presented in earlier chapters are applied to the Internet and examples presented of a number of companies that are making use of solid approaches to relationship building online. Results are presented from the author's research on e-retailing and Internet banking in the North American market. Chapter 11: Extending the Concept of Relationships This chapter extends the concept of relationships to situations where the firm's direct contact with its customers is very infrequent or non-existent, as in the case of manufacturing firms that rarely interact directly with their end customers. The concept of "brand relationships" is introduced and examined in detail, and strategies for developing and maintaining relationships with brands are presented. The concept is also extended to the increasingly important area of corporate sponsorships, which is presented as an application of relationship thinking. Chapter 12: A Strategic Approach to Relationships This chapter presents a strategic overview of how a company can make customer relationships an essential component of its strategy for growth and long-term success. The chapter examines how a firm can position and differentiate itself on the basis of how it creates genuine customer relationships. It also examines the concept of relationship segments; exploring the argument that all customers are not equal or the same and, therefore, demand different types of relationships. Finally, it explores the extension of the concept to the establishment of relationships with suppliers, employees, channel members, and shareholders.
Copyright 2003, Barnes Marketing Associates Inc.