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Why CRM Doesn't Work: How to Win , by Letting Customers Manage the Relationship, by Frederick Newell, Seth Godin
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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.
- Sales Rank: #2542553 in Books
- Brand: Brand: Bloomberg Press
- Published on: 2003-04-01
- Original language: English
- Number of items: 1
- Dimensions: 9.35" h x 1.05" w x 6.35" l, 1.42 pounds
- Binding: Hardcover
- 256 pages
- Used Book in Good Condition
Review
"Fred Newell raises relationship marketing to a new level, beyond database marketing, loyalty programs, targeted advertising, and customer relationship marketing." -- 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. This book's a commonsense approach to helping you do just that." -- Jack Trout, President, Trout & Partners Ltd.
"The book is filled with practical tips and is an ideal solution for business executives intent on avoiding ‘CRM backlash.’" -- Jonathan Copulsky, Lead Partner, Customer and Channel Strategy Practice, Deloitte Consulting
Review
"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
About the Author
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 frednote@aol.com.
Most helpful customer reviews
0 of 0 people found the following review helpful.
It is worth to read
By Annibal H. Abreu
I am surprised to know that Frederick Newell was able to develop the CMR concept. ten years ago. In fact, it is a very updated topic that a few companies are being able to get to know. In some extension, it is closed related to the VRM concept as defined by Doc Searls.
I do think that CMR is the best way to go if a company is willing to capture its customers' trust and build a long term relationship.
The book is full of good advices.
Now, more than 10 years after, the concepts presented in this book are very advanced even for nowadays.
CRM is dead! Actually, CRM, as it is nowadays, is no more than a "sales force" tool, and has nothing to do with customers' relationships. It would be better expressed by the acronym SFA (sales force automation) instead of CRM.
3 of 3 people found the following review helpful.
A MUST READ, but cruise past the technology implementation stuff
By Thomas D. Fuller
CRM is getting too much hype -- largely from the "consultants" that are making a fortune from it. On the flip side, I feel I've made some of my own fortunes by flipping the system around and ENABLING THE CUSTOMER TO DRIVE THE RELATIONSHIP. The author refers to this as CMR (Customer MANAGED Relationships). He gives great examples, but some of the details and technology explanations are basic and really don't belong in this book. If he had stayed with a higher-level discussion of the philosophy and psychology of CRM's shortcomings, I would have given it 5 STARS. There are far better resources available about the SPECIFIC "how to" of CORRECTLY implementing customer interaction systems.
If you are interested in this topic, you should also look into PERMISSION MARKETING by Seth Godin, as that EXCELLENT work (should be rated SIX STARS!) gives another similar perspective on solving the customer bombardment / interruption marketing problem that has arisen.
0 of 0 people found the following review helpful.
why CRM doesn't work
By Amazon Customer
Brilliant book, I recently purchased the book to help annalize why our CRM program doesn't work. The reasons are in the book time have changed so treat your customers accoriding to the changes. Our sales have increased since we have changee the mindset of the sales and marketing staff. I am currently on page 100, I can't wait too read the rest of the book.
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