Books written by Michiel van Mens

Het managen van klanteninteractie
Managing Client Interaction is Michiel van Mens’ fourth book. The focus of this book is on the management of client processes, each of which consists of a series of activities and new client contacts. If standardized to a significant degree, this process can be viewed, for all intents and purposes, as a factory process. This leads us to campaign management. But to arrive there, certain actions must first be taken. Processes must be improved, better tailored to one another and integrated into back office activities. The client, and therefore the client contact, is the point of departure in every instance. The dominant theme of this book is therefore to answer the question, “When, why, with whom and about what does the marketer communicate?” And, equally as important, “How much should I, as a company, invest in the client, and how do I increase the profitability of my client database?” To accomplish this, the marketer has a pallet of tools at his or her disposal, varying from temporary discounts to fully integrated management of media channels. The tool chosen depends on the target group, goal, budget, and so forth. The second question is, “How do I use these tools?” It is the answer to this question that lies at the heart of this book. Imperative to this is formulating a marketing plan based on a “working methodology” that will enable the marketer to systematically improve his or her processes. Author: Michiel van Mens Publisher: Samsom Bedrijfsinformatie ISBN: 9014062893

The Real World In Real Time
The title may be in English, but this book is pure Dutch. The contents, now mandatory teaching material at various universities and schools of higher vocational education, are topical and relevant and keep you right up to date. This book is about the real world, not the virtual domain of which so much is written these days. It is also about real-time communication. Both of these notions are becoming more and more relevant as a result of developments in marketing. SMS, WAP, the Internet, call centers, portals, smart cards, and printing on demand are the digital shelf space of the new economy. None of these channels should stand alone, but rather should be integrated into the marketing strategy. A relevant characteristic of all of these new channels is that the computer itself must become an interface to the market. Real-time communication makes interactive dialog between the client and company possible. The traditional one-way message is therefore in need of reform. At issue is no longer how companies communicate with clients, but how clients communicate with companies. ICT plays a dominant role in this, and makes new communication and distribution channels possible. The living room has become the shop floor of the future. But this requires a new approach to organizing your marketing plan, if for no other reason than to efficiently record the large quantity of information you have on your clients. How can you retrieve relevant information from all this data? How do you integrate front and back offices? And how do you keep this entire process manageable? These developments have resulted in the creation of a new field: interaction marketing. The Real World in Real Time gives practical answers to all these questions (and more) and is a true source of inspiration. Author: Michiel van Mens, 1997 Publisher: Kluwer Bedrijfsinformatie, Deventer ISBN: 9026726872

Customer Cards and Client Programs
Customer Cards and Client Programs was authored by Michiel van Mens, Marco Merkx and Frans Plat, and published by Kluwer as part of its series on “Interaction Marketing”. This book is about creating client loyalty. Customer cards are excellent tools for obtaining knowledge on individual clients, one of many used within client programs, though it is also quite possible to record the desired information without the use of such cards. A wide variety of client programs are possible, each of which is tailored to the ultimate goal. The book is divided into three parts: 1) a detailed overview of the various forms of loyalty programs supported by numerous practical examples, 2) a description of the necessary infrastructure (front office and back office) to facilitate this kind of program, and 3) in-depth look at analysis techniques for recognizing various client groups. Authors: Michiel van Mens, Marco Merkx, Frans Plat, 1997 Publisher: Kluwer Bedrijfsinformatie, Deventer ISBN: 9026726511

Clientsatisfaction & Loyalty
Written by Kiek Berger and Michiel van Mens, Client Satisfaction & Loyalty is one of Samson’s most successful publications as part of the Adfo DM&SP dossier series. Like the other dossiers, this book is also divided into two parts. The first section sheds light on the most relevant theories on client satisfaction and loyalty. But it is much more than just a list, as the authors integrate various concepts into a pragmatic “thought model” on client satisfaction and loyalty, thereby offering a practical tool for organizing client satisfaction and loyalty programs in a well-founded fashion. The second part of the book translates this model into three client strategies aimed at new clients, existing clients and former clients (and how to prevent client loss). The latter category is the starting point, given that it is former clients who provide companies with essential information on quality and added value. One of the objectives is to enable the company to gain insight into the effectiveness of its various acquisition channels, by which it is not inconceivable that specific, relatively accessible acquisition channels only yield more client loss. In brief, Client Satisfaction & Loyalty gives you a variety of practical tools and a pragmatic basis in an easy-to-comprehend book. Authors: Michiel van Mens and Kiek Berger Publisher: Samsom Bedrijfsinformatie ISBN: 901405889 6

"The Client Factory makes it perfectly clear which steps of the market approach can be optimized - and why!"
Edwin Baints (Marketing, AEGON)


Operationele marketing; the 7 steps approach


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