Why CRM doesn't work :
Newell, Frederick, 1926-
Why CRM doesn't work : how to win by letting customers manage the relationship / Frederick Newell. - New Delhi : London : Kogan Page, 2008. - xvii, 263 p. ; 24 cm.
Includes bibliographical references (p. 243-254) and index.
What's Not Working -- Why Doesn't CRM Work?: Does the customer really want to be managed? -- It's Not a Question of the Chicken or the Egg: It's not technology that drives relationships -- "One Girl in a Convertible ...": It takes more than a database -- Why Do We Have Two Ears and Only One Mouth?: The importance of dialog -- What Needs to Change -- It's No Longer Good Enough to Ask Forgiveness Rather Than Permission: One person's relevance is another person's intrusion -- Permission in Action: The Internet as a permission-only zone -- Type, Point, Click, and Send Now: Cheaper and faster than a letter, less intrusive than a phone call, less hassle than a fax -- Who's Minding the Store?: CMR is not about how you look at customers - it's about how customers look at you -- Personalization Technology - Boon or Bust?: Empowering the customer requires more than just personalization -- Pt. I. 1. 2. 3. 4. Pt. II. 5. 6. 7. 8. 9. But What About the Loyalty Card?: Does CMR mean the end of traditional loyalty marketing? -- No Card? No Problem!: Customers tell us a lot without volunteering personal information -- All Cows Look Alike: Brand building - it begins and ends with the customer -- How to Change -- Before You Build a Better Mousetrap: Is CMR for everyone? -- Customer Service - Who Cares?: CMR doesn't mean "best customer service" for everyone -- Which Customers and Why: You can't make everyone happy -- Crossing the Chasm - What Will You Need to Change?: Eight steps to CMR success -- There's No Free Lunch: But CMR should not be an added expense -- Don't Boil the Ocean: Be wary of the big-bang approach -- A Look Ahead -- There's No There, There: Can customer relationships survive Internet ubiquity? -- Electronic Empowerment: How will electronics revolutionize customer communication? -- 10. 11. 12. Pt. III. 13. 14. 15. 16. 17. 18. Pt. IV. 19. 20. What Do Customers Want from Mobile Messaging?: Do customers really want to order groceries while driving home from work? -- Will Wall Street Care?: Relationships as a corporate asset. 21. 22.
0749442417 9780749442415
2002153916
Customer relations--Management.
HF5415.5 / .N49 2003
658.812 / NEW
Why CRM doesn't work : how to win by letting customers manage the relationship / Frederick Newell. - New Delhi : London : Kogan Page, 2008. - xvii, 263 p. ; 24 cm.
Includes bibliographical references (p. 243-254) and index.
What's Not Working -- Why Doesn't CRM Work?: Does the customer really want to be managed? -- It's Not a Question of the Chicken or the Egg: It's not technology that drives relationships -- "One Girl in a Convertible ...": It takes more than a database -- Why Do We Have Two Ears and Only One Mouth?: The importance of dialog -- What Needs to Change -- It's No Longer Good Enough to Ask Forgiveness Rather Than Permission: One person's relevance is another person's intrusion -- Permission in Action: The Internet as a permission-only zone -- Type, Point, Click, and Send Now: Cheaper and faster than a letter, less intrusive than a phone call, less hassle than a fax -- Who's Minding the Store?: CMR is not about how you look at customers - it's about how customers look at you -- Personalization Technology - Boon or Bust?: Empowering the customer requires more than just personalization -- Pt. I. 1. 2. 3. 4. Pt. II. 5. 6. 7. 8. 9. But What About the Loyalty Card?: Does CMR mean the end of traditional loyalty marketing? -- No Card? No Problem!: Customers tell us a lot without volunteering personal information -- All Cows Look Alike: Brand building - it begins and ends with the customer -- How to Change -- Before You Build a Better Mousetrap: Is CMR for everyone? -- Customer Service - Who Cares?: CMR doesn't mean "best customer service" for everyone -- Which Customers and Why: You can't make everyone happy -- Crossing the Chasm - What Will You Need to Change?: Eight steps to CMR success -- There's No Free Lunch: But CMR should not be an added expense -- Don't Boil the Ocean: Be wary of the big-bang approach -- A Look Ahead -- There's No There, There: Can customer relationships survive Internet ubiquity? -- Electronic Empowerment: How will electronics revolutionize customer communication? -- 10. 11. 12. Pt. III. 13. 14. 15. 16. 17. 18. Pt. IV. 19. 20. What Do Customers Want from Mobile Messaging?: Do customers really want to order groceries while driving home from work? -- Will Wall Street Care?: Relationships as a corporate asset. 21. 22.
0749442417 9780749442415
2002153916
Customer relations--Management.
HF5415.5 / .N49 2003
658.812 / NEW