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Why CRM Doesnt Work: 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
BUY ON AMAZON
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
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
BUY ON AMAZON
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Denial of Service
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Laying Out Forms
Validating Form Data
Working with Advanced Form Elements
Publishing Form Templates
Mapping Hacks: Tips & Tools for Electronic Cartography
Hacks 14-21
Hack 31. Plot Dymaxion Maps in Perl
Hack 55. Use Your Track Memory as a GPS Base Map
Hack 63. Build Your Own Car Navigation System with GpsDrive
Hack 85. Geocode U.S. Locations with the GNIS
GO! with Microsoft Office 2003 Brief (2nd Edition)
Performance Assessments
Mastery Assessments
Summary
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Oracle and PL/SQL
Triggers
Indirect Privilege Escalation
Running Operating System Commands
Accessing the File System
VBScript in a Nutshell, 2nd Edition
The SCRIPT Tag
Windows Script Components
Section A.15. String Manipulation
Section C.3. Comparison Operators
Appendix E. The Script Encoder
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