Home About Jim Barnes Keynotes Seminars & Workshops Consulting Books Publications Strategic Partners Client List Endorsements Contact Us	From time to time, we will present publications that Jim Barnes has recently authored or co-authored that you may download from this site. The Role of Customer Insight in Building Your CRM Strategy. The white paper entitled “The Role of Customer Insight in Building Your CRM Strategy” was first published by CRMguru.com and is based on a keynote talk delivered by Jim Barnes at the Queen’s University Roundtable on Customer Knowledge Management in April 2003. In this white paper, Dr. Barnes explains the need to ensure that companies really know their customers before embarking on the development of a CRM program. He draws an important distinction between data and insight, and explores ways that insight may be added to a customer relationship strategy. Establishing Meaningful Customer Relationships: why some companies and brands mean more to their customers. The paper entitled “Establishing Meaningful Customer Relationships: why some companies and brands mean more to their customers” was published in 2003 in the international journal Managing Service Quality. In this paper, Dr. Barnes explores what he terms meaningful customer relationships, those that are most important to the customer. Based on his extensive research, he concludes that some companies and brands mean much more to customers than others. He examines the role of meaning in the cultivation of customer relationships and outlines the basis for a strategy to lead to much more meaningful (and profitable) customer relationships.
Copyright 2003, Barnes Marketing Associates Inc.