Why CRM doesn't work : how to win by letting customers manage the relationship / Frederick Newell.

Includes bibliographical references (p. 243-254) and index.

Pt. 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 -- Pt. II. What Needs to Change -- 5. It's No Longer Good Enough to Ask Forgiveness Rather Than Permission: One person's relevance is another person's intrusion -- 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 about how customers look at you -- 9. Personalization Technology - Boon or Bust?: Empowering the customer requires more than just personalization --

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 personal information -- 12. All Cows Look Alike: Brand building - it begins and ends with the customer -- Pt. 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" for everyone -- 15. Which Customers and Why: You can't make everyone happy -- 16. Crossing the Chasm - What Will You Need to Change?: 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 -- Pt. 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 Mobile Messaging?: Do customers really want to order groceries while driving home from work? -- 22. Will Wall Street Care?: Relationships as a corporate asset.