Why CRM Doesnt Work: How to Win By Letting Customers Manage the Relationship - page 1
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- Table of Contents
- Table of Contents
- BackCover
- Why CRM Doesn t Work - How to Win by Letting Customers Manage the Relationship
- Foreword
- Preface
- Part I: What s Not Working
- Chapter 1: Why Doesn t CRM Work? - Does the Customer Really Want to be Managed?
- Is CRM Really About the Customer?
- Moving Toward CMR
- Updating the Concept
- Common Causes of Failure
- A Look at CRM Initiatives
- It Won t Be Easy
- Chapter 2: It s Not a Question of the Chicken or the Egg - It s Not Technology that Drives Relationships
- The Importance of Planning
- Strategy
- A Good Example
- Chapter 3: One Girl in a Convertible... - It Takes More than a Database
- Asking the Right Questions
- Beating the Competition
- Chapter 4: Why Do We Have Two Ears and Only One Mouth? - The importance of dialog
- Getting Started
- The Power of Information
- Chapter 5: It s No Longer Good Enough to Ask Forgiveness Rather Than Permission - One Person s Relevance Is Another Person s Intrusion
- Privacy Concerns
- Positive Steps
- Permission Marketing
- It s Now the Customer s Turn
- Part II: What Needs to Change
- Chapter 6: Permission in Action - The Internet as a Permission-Only Zone
- The Power of Permission
- Mobile Permission Marketing
- Chapter 7: Type, Point, Click, and Send Now - Cheaper and faster than a letter, less intrusive than a phone call, less hassle than a fax
- Spam
- Keep It Relevant
- Chapter 8: Who s Minding the Store?: CMR Is Not About How You Look At Customers - It s About How Customers Look At You
- Letting the Customer Choose
- Providing Customers with Options
- Chapter 9: Personalization Technology - Boon or Bust? Empowering the Customer Requires More than Just Personalization
- Benefits of Personalization and Customization
- The Empowerment Aspect
- Technology
- Creating a Balance
- Chapter 10: But What About the Loyalty Card? - Does CMR Mean the End of Traditional Loyalty Marketing?
- The Value of Loyalty Programs
- The Downside
- Loyalty and CMR
- Chapter 11: No Card? No Problem - Customers Tell Us a Lot Without Volunteering Personal Information
- Incentives Can Deliver Information
- Customer-Centric Marketing Research
- Chapter 12: All Cows Look Alike: Brand Building - It Begins and Ends with the Customer
- What Is a Brand?
- Customer Dialog
- Customer Involvement
- The Brand Promise
- The Experts Weigh In
- New Challenges
- Part III: How to Change
- Chapter 13: Before You Build a Better Mousetrap - Is CMR for Everyone?
- Getting Beyond the Dream
- An Evolving Process
- Chapter 14: Customer Service - Who Cares? - CMR Doesn t Mean Best Customer Service for Everyone
- E-Service and Self Service
- The Competition
- Training
- Segmented Levels of Service
- Chapter 15: Which Customers and Why - You Can t Make Everyone Happy
- This Is a Way
- Permission Intensity
- Growing Your Business
- Chapter 16: Crossing the Chasm - What Will You Need to Change?: Eight Steps to CMR Success
- Chapter 17: There s No Free Lunch - But CMR Should Not be an Added Expense
- Where to Spend and Where to Save
- Customer Relevancy
- Customer Equity
- The Bottom Line
- Chapter 18: Don t Boil the Ocean - Be Wary of the Big-Bang Approach
- Tools and Planning
- Starting Small
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