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

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

by Frederick Newell (Author)

  • Used

    Hardcover 2003

    $3.29
Synopsis

Companies are spending millions on CRM (customer relationship marketing), yet customers are more dissatisfied than ever. This book analyses why there have been so many failures and shows, through examples and case studies, how to stop losing customers and understand why customers don't buy. The author contends that only by empowering customers - by moving from CRM to CMR (Customer Management of Relationships) - can companies hope to build long-term relationships, create customer loyalty and deliver profits over time.

$3.29

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2 in stock

More Information

Format: Hardcover
 Pages: 256
 Publisher: Kogan Page Ltd
Published: 03 May 2003
ISBN 10: 0749439475
ISBN 13: 9780749439477

Media Reviews
Fred Newell raises relationship marketing to a new level. Read this before your competitors do. Philip Kotler, SC Johnson & Son Distinguished Professor of International Marketing Fred now takes customer development and loyalty to a new level - beyond CRM. Fred is always ahead of the curve. Charles J Beech, Chairman & CEO, Message Factors, Inc A must-read for any manager in an enterprise focused on improving its profitability, as well as the quality of its customers' lives. Jonathan Copulsky, Lead Partner, Deloitte Cosultancy Fred Newell raises relationship marketing to a new level, beyond database marketing, loyalty programs, targeted advertising, and customer relationship marketing. He 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. Read it before your competitors do. Philip Kotler SC Johnson & Son Distinguished Professor of International Marketing, Northwestern University Kellogg School of Management Frederick Newell has hit the CRM nail on the head. A lot of company managers thought you could create profits by buying CRM software and building an expensive data warehouse. Fred has pointed out that they were wrong. You cannot predict or modify customer behavior with CRM. What you can do is waste a lot of money. What you need is a customer database and intelligent customer communications, which come from creative strategies, not a piece of software. Arthur Middleton Hughes Vice President for Business Development Fred Newell does a wonderful job of helping us understand why so few companies get the return from CRM initiatives that they expect. 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...a must-read for any manager in an enterprise focused on improving its profitability, as well as the quality of its customers' lives. Jonathan Copulsky Lead Partner, Customer and Channel Strategy Practice, Deloitte Consulting Fred Newell, in his trademark easy-to-read style, showers us with ideas and examples to illustrate his message that 'it's not technology that drives CRM, it's intelligence about the customer.' He rightly reminds us that the customer must truly be placed at center stage and that we must listen with both ears to their stated and unstated needs. As a recent definition of CRM states, 'Customers Really Matter.' Fred's book is timely for all businesses. Brian Woolf Author, Loyalty Marketing: The Second Act In this competitive world, hanging onto customers is critical. Fred Newell's new book is a common sense approach to helping you do just that. Jack Trout President, Trout & Partners Ltd. CRM has been promoted as the answer to customer development and loyalty. Fred addresses head on why this has failed for so many companies that have spent heavily and had such big expectations for CRM. Importantly, Fred now takes customer development and loyalty to a new level - beyond CRM- by redefining and empowering the customer. This is the way to build a successful customer-focused business. Fred is always ahead of the curve. Charles J. Beech Chairman & CEO, Message Factors, Inc.
Author Bio
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.