Why CRM Doesn't Work - How to Win by Letting Customers Manage the Relationship

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Binding: Hardcover Dewey Decimal Number: 658.812 EAN: 9781576601327 ISBN: 1576601323 Label: Bloomberg Press Manufacturer: Bloomberg Press Number Of Items: 1 Number Of Pages: 256 Publication Date: March 01, 2003 Publisher: Bloomberg Press Sales Rank: 230111 Studio: Bloomberg Press Related Items: The CRM Handbook: A Business Guide to Customer Relationship Management (Addison-Wesley Information Technology Series) Harvard Business Review on Customer Relationship Management CRM at the Speed of Light, 3e Managing Customer Relationships: A Strategic Framework Return on Customer: Creating Maximum Value From Your Scarcest Resource see more Editorial Review: Product Description: There are at least eighty books available on customer relationship management (CRM), including three by Frederick Newell. Why does the world need one more? Because the old theories don't work anymore! Companies have spent millions developing CRM systems to target specific customers for specific product offerings. This approach has left customers feeling stalked and targeted like hunted prey. How do companies reach customers and find out what they want? How can companies make their customers' lives easier and less stressful? By turning CRM on its head and transitioning to the new CMR. Newell explains how great companies have shifted from the outdated, sales-oriented Customer Relationship Management to the bold solution of Customer Management of Relationships (CMR). Because it forces companies to think of customers as individuals, CMR helps to build long-term relationships, create customer loyalty, and bring in profits over time instead of speedy, high-pressure, one-time sales. This book shows by lesson and example why the current CRM has failed, what needs to change, and how to make it work through new thinking and new technology. By moving beyond CRM to CMR, companies can satisfy and sell to today's customer. Customer Reviews Average Rating: Rating: - A MUST READ, but cruise past the technology implementation stuff CRM is getting too much hype -- largely from the "consultants" that are making a fortune from it. On the flip side, I feel I've made some of my own fortunes by flipping the system around and ENABLING THE CUSTOMER TO DRIVE THE RELATIONSHIP. The author refers to this as CMR (Customer MANAGED Relationships). He gives great examples, but some of the details and technology explanations are basic and really don't belong in this book. If he had stayed with a higher-level discussion of the philosophy and ... Read More Rating: - Cost-efficiency isn't enough: Improve external effectiveness Newell focuses on an important issue by trying to explain: "Why CRM doesn't Work". He reports that only 25 to 30 percent of companies implementing CRM initiatives feel that they are getting the return they expected. He also manages to put forward many of the real causes for CRM projects failures. Most prominently that CRM projects are more concerned about internal efficiency in handling customers (automation of sales force, marketing, and customer service) than the real needs of the customer. ... Read More Rating: - Insightful! Customer Management of Relationships (CMR) is not a tactic or gimmick - it's a new way of looking at your business. Author Frederick Newell promises that CMR will put your customers where they should be: at the forefront of your company's efforts. Newell, an international marketing consultant and leading Customer Relationship Management (CRM) authority, explains that a strong relationship with customers is essential to success. Although his book is unnecessarily repetitive at times and poorly organized, he ... Read More Rating: - Put Customers in Charge of Defining Your Relationship Why CRM Doesn't Work is an excellent discussion of why most companies are disappointed in the results of their CRM investments in shiny new technology to attract and retain profitable customers. The basic problem: Companies are trying to use new tools to manipulate customers in ways that customers hate. An example would be a company that asks about all of your preferences, and then sends you enormous numbers of offers for things you aren't interested in. The solution: Use a management process that lets ... Read More Rating: - What the CUSTOMER Wants is What Really Matters Two years ago, in the midst of CRM furor, no one would have paid attention to "Why CRM Doesn't Work," however, this summer it has made its entrance with impeccable timing. Newell introduces the idea of customer-managed relationships (CMR) and also shows by example (and spices it up with humor) how often CRM initiatives fail because most companies are still product--- and not customer--- focused. Newell then goes further and explains how any business can discover why, when, how, ... Read More see more Browse for similar items by category: General - Archive - Custom Stores - Specialty Stores - Books - Business & Investing: General General - Archive - Custom Stores - Specialty Stores - Books - Business & Investing: Marketing & Sales: Marketing: General General - Archive - Custom Stores - Specialty Stores - Books - Literature & Fiction: History & Criticism: Criticism & Theory: General New & Used Textbooks Business & Finance

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