30, 2000, Gazette)
Dr. Jim Barnes
of Customer Relationship Management: It's all about how you make
By Dr. Jim
Customer Relationship Management: It's all about how you make
them feel is the latest book written by Dr. Jim Barnes, professor
of marketing with the Faculty of Business Administration. Although
an accomplished writer of six textbooks, Dr. Barnes latest
work represents his first professional management book.
"In the early '90s, there were many articles and books written
about relationship marketing; however, these primarily discussed
customer relationships from a business perspective and not from
the customer's perspective or the customer's definition of a
relationship," said Dr. Barnes.
a member of Memorial's faculty and co-founder and former chairman
of Bristol Group, Dr. Barnes has facilitated numerous focus groups
and interviews locally and internationally about customer/business
relationships with customers from a myriad of businesses. Through
these interviews, he realized that there was a great deal more
to customer relationship management than the simple accumulation
of customer names in a corporate database.
With this in mind, Dr. Barnes began to read social psychology
research into relationship development and determined that the
fundamental principles of interpersonal relationships were the
same as those in customer/business relationships. In his book,
he analyses and discusses all "the emotional factors"
that contribute to the development of genuine customer relationships.
Adding to his findings, Dr. Barnes has cited examples of local
Newfoundland businesses that exemplify and genuinely understand
the importance of customer relationship management.
"For more than 30 years customers have been telling me what
matters to them, what makes them loyal to a business and what
turns them off," said Dr. Barnes. "This book is a culmination
of that learning."