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.
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Frederick Newell, top-selling author and leading international marketing consultant, has helped giant multinationals as well as small businesses around the world develop customer relationship marketing strategies to strengthen customer loyalty and increase profitability. Newell is the author of Loyalty.com, Wireless Rules and The New Rules of Marketing (all McGraw-Hill). He speaks at major events all over the world.Review:
"Fred Newell raises relationship marketing to a new level, beyond database marketing, loyalty programs, targeted advertising, and customer relationship marketing. Read this before your competitors do."
- Philip Kotler
SC Johnson & Son Distinguished Professor of International Marketing, Northwestern University Kellogg School of Management
"In this competitive world, hanging onto customers is critical. Fred Newell's new book is a commonsense approach to helping you do just that."
- Jack Trout
President, Trout & Partners Ltd.
"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, CSC Advanced Database Solutions
"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 and is an ideal solution for business executives intent on avoiding 'CRM backlash.' In the process, Newell addresses a host of relevant topics ranging from wireless technologies to brand building to permission marketing in a cogently written and easy-to-read treatise. Newell moves beyond the buzz and quickly gets to the essence of what companies need to do if they expect to win the 'hearts and minds' of customers. 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
"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 customers 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
"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 and CEO, Message Factors, Inc.
"If you're struggling with a CRM initiative in your company, get this book. It can set you straight clearly, easily, quickly and, most of all, through a very readable format."
- Don Schultz
Professor, Medill School of Journalism, Northwestern University
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