Ed Peelen is a renowned Dutch marketing academic and consultant who specializes in B2B marketing, account management, and data-driven relationship strategies. Unlike authors who treat CRM purely as software, Peelen treats CRM as a holistic business strategy.
In a busy Amsterdam street, two bakeries stood side by side. Both sold fresh stroopwafels. Both had loyal morning customers.
Peelen argues that many companies fail at CRM because they only measure operational data (call volume, open rates). Chapter 23 introduces a pyramid: Customer Relationship Management Ed Peelen Pdf 23
The book is structured into several key pillars to provide a holistic view of the field:
| Column A: Customer Health | Column B: Relationship ROI | Column C: Friction Points | | :--- | :--- | :--- | | Recency of last purchase | Metric: Customer Lifetime Value (CLV) | Metric: Average Resolution Time | | Goal: < 30 days | Goal: 3x CoA (Cost of Acquisition) | Goal: < 2 hours | | Peelen Insight: Stale customers drive up operational costs. | Peelen Insight: Loyal customers buy more, but they also cost less to serve. | Peelen Insight: Speed is the new currency of loyalty. | Ed Peelen is a renowned Dutch marketing academic
In Customer Relationship Management , Ed Peelen provides a comprehensive framework that balances theoretical depth with practical application. By treating CRM as a strategic necessity rather than an IT project, Peelen offers a roadmap for modern businesses to thrive in a market where long-term customer loyalty is the primary driver of success. Customer Relationship Management
While the early chapters discuss strategy, Chapter 23 provides the blueprint for the management dashboard . It specifically lists the 7 KPIs every manager must review weekly, including: Both sold fresh stroopwafels
While the search term implies looking for a free PDF, the legal version of Ed Peelen’s book is available via Pearson Education and Google Scholar repositories. Many business schools (Rotterdam School of Management, Nyenrode) host excerpts for students.