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Description of Why CRM Doesn't Work

CRM was supposed to help businesses better understand their customers and increase efficiency. Yet most companies are not getting the return they expected. Is it possible to make your customers happy and, at the same time, improve ROI? Is there a practical, affordable way to get customers to tell you what they really want?

In Why CRM Doesn't Work, leading international marketing consultant Frederick Newell explains why it's time to change the game to CMR (Customer Management of Relationships). CMR allows you to empower customers so they'll tell you what kind of information they want, what level of service they want to receive, and how they want you to communicate with them - where, when, and how often. It is a bold solution for businesspeople at all levels in all industries who want to stay ahead of the curve in the development of customer loyalty.

Newell shows by lesson and example why the current CRM isn't working, what needs to change, and how to put the CMR philosophy to work at your company - without additional expense. You'll read case studies of good and bad relationship marketing from companies as diverse as Kraft Foods, Procter & Gamble, Budweiser, Charles Schwab, Dell, IBM, Lands' End, Sports Authority, Radio Shack, and Staples. With this book, you can build long-term relationships and bring in profits instead of relying on one-time sales. Why CRM Doesn't Work is important reading for companies of every size that are trying to satisfy and sell to today's consumer.

Title Information

ISBN:

9780749439477

Pages:

288 pages

Format:

Hardback

Product Code:

17607

Publisher:

Kogan Page Ltd

Published:

03/05/2003

Press and Industry Reviews

'Why CRM Doesn't Work makes a compelling case for putting the customer in the driver's seat and allowing the customer to manage the relationship. The book is filled with practical examples and tips and is an ideal solution for business executives intent on avoiding 'CRM backlash'. '
JONATHAN COPULSKY, Lead Partner, Customer and Channel Strategy Practice, Deloitte Consulting

'In this competitive world, hanging onto customers is critical. Fred Newell's new book is a commonsense approach to helping you do just that.'
JACK TROUT, President, Trout & Partners Ltd

'Fred Newell shows the profound difference between stalking the customer (CRM) and empowering the customer (CMR). After you read this, empowering the customer will be your next move.'
PHILIP KOTLER, SC Johnson & Son Distinguished Professor of International Marketing, Northwestern University Kellogg School of Management.

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About Frederick Newell

Frederick Newell, a leading international marketing consultant and CEO of Seklemian/Newell, has helped giant multinationals as well as small businesses around the world develop and manage customer relationship strategies to strengthen customer loyalty and increase profitability.

Newell is the author of loyalty.com; Wireless Rules; and The New Rules of Marketing.