Frederick Newell – Why CRM Doesnt Work How To Win By Letting Customers Manage The Relationship

Frederick Newell – Why CRM Doesnt Work How To Win By Letting Customers Manage The Relationship

CRM was supposed to help businesses better understand their customers and increase efficiency. Yet most companies are not getting the return they expected. Is it possible to make customers happy and, at the same time, improve ROI? Is there a practical, affordable way to get customers to say what they really want?

In Why CRM Doesn’t Work, leading international marketing consultant Frederick Newell explains why it’s time to change the game to CMR (Customer Management of Relationships). CMR allows companies to empower customers so they’ll reveal what kind of information they want, what level of service they want to receive, and how to communicate with them–where, when, and how often. It is a bold solution for businesspeople at all levels in all industries who want to stay ahead of the curve in the development of customer loyalty.

Newell 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–without additional expense. The book includes case studies of good and bad relationship marketing from companies as diverse as Kraft Foods, Procter & Gamble, Budweiser, Charles Schwab, Dell, IBM, Lands’ End, Sports Authority, Radio Shack, and Staples.

With the knowledge in this book, a company can learn to build long-term relationships and bring in profits instead of relying on one-time sales. Why CRM Doesn’t Work is important reading for companies of every size that are trying to satisfy and sell to today’s consumer.

TABLE OF CONTENTS

Foreword (Seth Godin).
Preface.

PART I: WHAT’S NOT WORKING.

1. Why Doesn’t CRM Work?
Does the customer really want to be managed?

2. It’s Not a Question of the Chicken or the Egg.
It’s not technology that drives relationships.

3. “One Girl in a Convertible . . .”.
It takes more than a database.

4. Why Do We Have Two Ears and Only One Mouth?
The importance of dialog.

PART II: WHAT NEEDS TO CHANGE.

5. It’s No Longer Good Enough to Ask Forgiveness Rather Than Permission.
One person’s relevance is another person’s intrusion.

6. Permission in Action.
The Internet as a permission-only zone.

7. Type, Point, Click, and Send Now.
Cheaper and faster than a letter, less intrusive than a phone call, less hassle than a fax.

8. Who’s Minding the Store?
CMR is not about how you look at customers—it’s about how customers look at you.

9. Personalization Technology—Boon or Bust?
Empowering the customer requires more than just personalization.

10. But What About the Loyalty Card?
Does CMR mean the end of traditional loyalty marketing?

11. No Card? No Problem!
Customers tell us a lot without volunteering personal information.

12. All Cows Look Alike.
Brand building—it begins and ends with the customer.

Part III: HOW TO CHANGE.

13. Before You Build a Better Mousetrap.
Is CMR for everyone?

14. Customer Service—Who Cares?
CMR doesn’t mean “best customer service” for everyone.

15. Which Customers and Why You can’t make everyone happy.

16. Crossing the Chasm—What Will You Need to Change?
Eight steps to CMR success.

17. There’s No Free Lunch.
But CMR should not be an added expense.

18. Don’t Boil the Ocean.
Be wary of the big-bang approach.

Part IV: A LOOK AHEAD.

19. There’s No There, There.
Can customer relationships survive Internet ubiquity?

20. Electronic Empowerment.
How will electronics revolutionize customer communication?

21. What Do Customers Want from Mobile Messaging?
Do customers really want to order groceries while driving home from work?

22. Will Wall Street Care?
Relationships as a corporate asset.

Conclusion.
Afterword .
Notes.
Index.

AUTHOR INFORMATION

Frederick Newell, a leading international marketing consultant and CEO of Seklemian/Newell, has helped giant multinationals as well as small businesses around the world develop and manage customer relationship strategies to strengthen customer loyalty and increase profitability. Newell is the author of loyalty.com, Wireless Rules, and The New Rules of Marketing. He can be reached at [email protected].

REVIEWS

“Fred Newell raises relationship marketing to a new level, beyond database marketing, loyalty programs, targeted advertising, and customer relationship marketing. Read this before your competitors do.”
– Philip Kotler
SC Johnson & Son Distinguished Professor of International Marketing, Northwestern University Kellogg School of Management

“In this competitive world, hanging onto customers is critical. Fred Newell’s new book is a commonsense approach to helping you do just that.”
– Jack Trout
President, Trout & Partners Ltd.

“Frederick Newell has hit the CRM nail on the head. A lot of company managers thought you could create profits by buying CRM software and building an expensive data warehouse. Fred has pointed out that they were wrong. You cannot predict or modify customer behavior with CRM. What you can do is waste a lot of money. What you need is a customer database and intelligent customer communications, which come from creative strategies, not a piece of software.”
– Arthur Middleton Hughes
Vice President for Business Development, CSC Advanced Database Solutions

“Fred Newell does a wonderful job of helping us understand why so few companies get the return from CRM initiatives that they expect. Why CRM Doesn’t Work makes a compelling case for putting the customer in the driver’s seat and allowing the customer to manage the relationship. The book is filled with practical examples and tips and is an ideal solution for business executives intent on avoiding ‘CRM backlash.’ In the process, Newell addresses a host of relevant topics ranging from wireless technologies to brand building to permission marketing in a cogently written and easy-to-read treatise. Newell moves beyond the buzz and quickly gets to the essence of what companies need to do if they expect to win the ‘hearts and minds’ of customers. A must-read for any manager in an enterprise focused on improving its profitability, as well as the quality of its customers’ lives.”
– Jonathan Copulsky
Lead Partner, Customer and Channel Strategy Practice
Deloitte Consulting

“Fred Newell, in his trademark easy-to-read style, showers us with ideas and examples to illustrate his message that ‘it’s not technology that drives CRM, it’s intelligence about the customer.’ He rightly reminds us that the customers must truly be placed at center stage and that we must listen with both ears to their stated and unstated needs. As a recent definition of CRM states, ‘Customers Really Matter.’ Fred’s book is timely for all businesses.”
– Brian Woolf
Author, Loyalty Marketing: The Second Act

“CRM has been promoted as the answer to customer development and loyalty. Fred addresses head-on why this has failed for so many companies that have spent heavily and had such big expectations for CRM. Importantly, Fred now takes customer development and loyalty to a new level–beyond CRM–by redefining and empowering the customer.This is the way to build a successful customer-focused business. Fred is always ahead of the curve.”
– Charles J. Beech
Chairman and CEO, Message Factors, Inc.

“If you’re struggling with a CRM initiative in your company, get this book. It can set you straight clearly, easily, quickly and, most of all, through a very readable format.”
– Don Schultz
Professor, Medill School of Journalism, Northwestern University

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