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 |