Book description
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. 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.
He can be reached at frednote@aol. com.
