Table of Contents

Why CRM Doesn't Work: How to Win by Letting Customers Manage the Relationship
by Frederick Newell	ISBN:1576601323
Bloomberg 2003 (265 pages)
This book is important reading for companies of every size that are trying to satisfy and sell to today's consumer. The author shows by lesson and example why the current CRM isn't working, what needs to change, and how to put the CMR philosophy to work.

Table of Contents
	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?
	Chapter 2	-	It’s Not a Question of the Chicken or the Egg—It’s Not Technology that Drives Relationships
	Chapter 3	-	“One Girl in a Convertible...”—It Takes More than a Database
	Chapter 4	-	Why Do We Have Two Ears and Only One Mouth?—The importance of dialog
	Chapter 5	-	It’s No Longer Good Enough to Ask Forgiveness Rather Than Permission—One Person’s Relevance Is Another Person’s Intrusion
	Part II - What Needs to Change
	Chapter 6	-	Permission in Action—The Internet as a Permission-Only Zone
	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
	Chapter 8	-	Who’s Minding the Store?: CMR Is Not About How You Look At Customers—It’s About How Customers Look At You
	Chapter 9	-	Personalization Technology—Boon or Bust? Empowering the Customer Requires More than Just Personalization
	Chapter 10	-	But What About the Loyalty Card?—Does CMR Mean the End of Traditional Loyalty Marketing?
	Chapter 11	-	No Card? No Problem!—Customers Tell Us a Lot Without Volunteering Personal Information
	Chapter 12	-	All Cows Look Alike: Brand Building—It Begins and Ends with the Customer
	Part III - How to Change
	Chapter 13	-	Before You Build a Better Mousetrap—Is CMR for Everyone?
	Chapter 14	-	Customer Service—Who Cares?—CMR Doesn’t Mean “Best Customer Service” for Everyone
	Chapter 15	-	Which Customers and Why—You Can’t Make Everyone Happy
	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
	Chapter 18	-	Don’t Boil the Ocean—Be Wary of the Big-Bang Approach
	Part IV - A Look Ahead
	Chapter 19	-	There’s No There, There—Can Customer Relationships Survive Internet Ubiquity?
	Chapter 20	-	Electronic Empowerment—How Will Electronics Revolutionize Customer Communication?
	Chapter 21	-	What Do Customers Want from Mobile Messaging?—Do Customers Really Want to Order Groceries While Driving Home from Work?
	Chapter 22	-	Will Wall Street Care?—Relationships as a Corporate Asset
	Conclusion
	Notes
	Index
	List of Tables
	List of Sidebars