Newell Why CRM Doesn't Work

How to Win by Letting Customers Manange the Relationship
1. Auflage 2010
ISBN: 978-0-470-88280-1
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 264 Seiten, E-Book

Reihe: Bloomberg

CRM was supposed to help businesses better understand theircustomers and increase efficiency. Yet most companies are notgetting the return they expected. Is it possible to make customershappy and, at the same time, improve ROI? Is there a practical,affordable way to get customers to say what they really want?
In Why CRM Doesn't Work, leading international marketingconsultant Frederick Newell explains why it's time to change thegame to CMR (Customer Management of Relationships). CMR allowscompanies to empower customers so they'll reveal what kind ofinformation they want, what level of service they want to receive,and how to communicate with them--where, when, and how often. It isa bold solution for businesspeople at all levels in all industrieswho want to stay ahead of the curve in the development of customerloyalty.
Newell shows by lesson and example why the current CRM isn'tworking, what needs to change, and how to put the CMR philosophy towork--without additional expense. The book includes casestudies of good and bad relationship marketing from companies asdiverse as Kraft Foods, Procter & Gamble, Budweiser, CharlesSchwab, Dell, IBM, Lands' End, Sports Authority, Radio Shack, andStaples.
With the knowledge in this book, a company can learn to buildlong-term relationships and bring in profits instead of relying onone-time sales. Why CRM Doesn't Work is important readingfor companies of every size that are trying to satisfy and sell totoday's consumer.

Autoren/Hrsg.

Newell, Frederick

Weitere Mitwirkende

Godin, Seth

Inhaltsverzeichnis

Foreword (Seth Godin).
Preface.
PART I: WHAT'S NOT WORKING.
1. Why Doesn't CRM Work?
Does the customer really want to be managed?
2. It's Not a Question of the Chicken or the Egg.
It's not technology that drives relationships.
3. "One Girl in a Convertible . . .".
It takes more than a database.
4. Why Do We Have Two Ears and Only One Mouth?
The importance of dialog.
PART II: WHAT NEEDS TO CHANGE.
5. It's No Longer Good Enough to Ask Forgiveness Rather ThanPermission.
One person's relevance is another person'sintrusion.
6. Permission in Action.
The Internet as a permission-only zone.
7. Type, Point, Click, and Send Now.
Cheaper and faster than a letter, less intrusive than a phone call,less hassle than a fax.
8. Who's Minding the Store?
CMR is not about how you look at customers--it's abouthow customers look at you.
9. Personalization Technology--Boon or Bust?
Empowering the customer requires more than justpersonalization.
10. But What About the Loyalty Card?
Does CMR mean the end of traditional loyalty marketing?
11. No Card? No Problem!
Customers tell us a lot without volunteering personalinformation.
12. All Cows Look Alike.
Brand building--it begins and ends with the customer.
Part III: HOW TO CHANGE.
13. Before You Build a Better Mousetrap.
Is CMR for everyone?
14. Customer Service--Who Cares?
CMR doesn't mean "best customer service" foreveryone.
15. Which Customers and Why You can't make everyonehappy.
16. Crossing the Chasm--What Will You Need toChange?
Eight steps to CMR success.
17. There's No Free Lunch.
But CMR should not be an added expense.
18. Don't Boil the Ocean.
Be wary of the big-bang approach.
Part IV: A LOOK AHEAD.
19. There's No There, There.
Can customer relationships survive Internet ubiquity?
20. Electronic Empowerment.
How will electronics revolutionize customer communication?
21. What Do Customers Want from MobileMessaging?
Do customers really want to order groceries while driving home fromwork?
22. Will Wall Street Care?
Relationships as a corporate asset.
Conclusion.
Afterword .
Notes.
Index.

Über Autor(innen)

Frederick Newell, a leading international marketingconsultant and CEO of Seklemian/Newell, has helped giantmultinationals as well as small businesses around the world developand manage customer relationship strategies to strengthen customerloyalty and increase profitability. Newell is the author ofloyalty.com, Wireless Rules, and The New Rules ofMarketing. He can be reached at [e-mail].