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 customers
happy 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 marketing
consultant Frederick Newell explains why it's time to change the
game to CMR (Customer Management of Relationships). CMR allows
companies to empower customers so they'll reveal what kind of
information they want, what level of service they want to receive,
and how 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--without additional expense. The book includes 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 the knowledge in this book, a company can learn to 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.
