Why CRM Doesn't Work(c) How to Win by Letting Customers Manage the Relationship

Why CRM Doesnt Work: How to Win By Letting Customers Manage the Relationship

ISBN: 1576601323
EAN: 2147483647

Year: 2003
Pages: 141

Authors: Frederick Newell, Seth Godin

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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
Protect Your Present Business
Part IV: A Look Ahead
Chapter 19: There s No There, There - Can Customer Relationships Survive Internet Ubiquity?
The Internet and CMR
Chapter 20: Electronic Empowerment - How Will Electronics Revolutionize Customer Communication?
The Purpose of Web Communication
A Look at Some Trends
What s Next?
Chapter 21: What Do Customers Want from Mobile Messaging? - Do Customers Really Want to Order Groceries While Driving Home from Work?
Beyond Wireless Communications
Chapter 22: Will Wall Street Care? - Relationships as a Corporate Asset
Measuring Loyalty
Conclusion
Where Do You Start?
Afterword
Notes
Chapter 2: It s Not a Question of the Chicken or the Egg
Chapter 3: One Girl in a Convertible ...
Chapter 4: Why Do We Have Two Ears and Only One Mouth?
Chapter 5: It s No Longer Good Enough to Ask Forgiveness Rather Than Permission
Chapter 6: Permission in Action
Chapter 7: Type, Point, Click, and Send Now
Chapter 8: Who s Minding the Store?
Chapter 9: Personalization Technology - Boon or Bust?
Chapter 10: But What About the Loyalty Card?
Chapter 11: No Card? No Problem
Chapter 12: All Cows Look Alike
Chapter 13: Before You Build a Better Mousetrap
Chapter 14: Customer Service - Who Cares?
Chapter 15: Which Customers and Why
Chapter 16: Crossing the Chasm - What Will You Need to Change?
Chapter 17: There s No Free Lunch
Chapter 18: Don t Boil the Ocean
Chapter 19: There s No There, There
Chapter 20: Electronic Empowerment
Chapter 21: What Do Customers Want from Mobile Messaging?
Chapter 22: Will Wall Street Care?
Conclusion
Index
Index_B
Index_C
Index_D
Index_E
Index_F
Index_G
Index_H
Index_I
Index_J
Index_K
Index_L
Index_M
Index_N
Index_O-P
Index_R
Index_S
Index_T
Index_U-V
Index_W
Index_X-Y
List of Tables
List of Sidebars