Customer Relationship Management, Step by Step for 2027

Keep the customers you already have and grow the value of each relationship, with clear numbers, a CRM you can trust and methods that need no large budget.

Who it's for

For managers, owners and team leaders who want to keep the customers they already have and grow the value of each relationship. It works for retailers, service firms, subscription businesses and business-to-business suppliers alike. You do not need an expensive system: a spreadsheet and the methods here will take you a long way.

What you'll learn

• Measure retention, churn and cost to serve, and calculate customer lifetime value for each segment to decide how much each group is worth spending to keep.
• Score customers on recency, frequency and monetary value (RFM) and place your segments in Werner Reinartz and V. Kumar’s loyalty matrix.
• Define what each team needs from a CRM, set up a simple data model and keep records clean, consented and no older than they need to be.
• Plan a new customer’s first 90 days around time to first value, with an onboarding checklist for each type of customer.
• Choose between Net Promoter Score (Fred Reichheld), CSAT and Customer Effort Score (Matthew Dixon, Karen Freeman and Nicholas Toman), and close the loop on feedback.
• Run a five-step complaint process with escalation rules, root-cause analysis and a working grasp of consumer rights and ombudsman schemes.
• Design a loyalty programme that changes behaviour, build a customer health score with playbooks for each risk band and win back the customers worth winning.

What's inside

• 53 pages, 8 chapters
• Every chapter follows the same pattern: key concepts, a step-by-step method, an illustrative example from a fictional UK organisation, a ready-to-use tool, common mistakes, key steps and a “Try it” exercise
• Tools include a customer lifetime value calculator, RFM scoring sheet, CRM requirements and data rules tables, onboarding plan, closed-loop feedback tracker, complaint log, loyalty programme design canvas and customer health score
• A 30-60-90 day action plan with checklists, plus a glossary
• PDF in A4 format — read on screen or print
• Instant download after purchase

Contents

1. The Economics of Keeping Customers
2. Segmenting Customers by Value and Loyalty
3. Choosing, Setting Up and Cleaning Your CRM
4. Onboarding Customers for Lasting Success
5. Measuring Customer Experience
6. Handling Complaints and Recovering Service
7. Designing Loyalty and Retention Programmes
8. Preventing Churn and Winning Customers Back

Part of The Business Library

This title is one of the 55 ebooks in The Business Library, available together for £109 (worth £1,437 if bought separately: the total of the individual prices of the included titles in our store). It is also included in The Ultimate Business Bundle, which adds 8 checklists and toolkits and 10 workbooks — all 73 products for £147.