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Title: Why CRM Doesn't Work: How to Win by Letting Customers Manage the Relationship by Frederick Newell, Seth Godin ISBN: 1-57660-132-3 Publisher: Bloomberg Pr Pub. Date: March, 2003 Format: Hardcover Volumes: 1 List Price(USD): $29.95 |
Average Customer Rating: 4.67 (3 reviews)
Rating: 5
Summary: What the CUSTOMER Wants is What Really Matters
Comment: Two years ago, in the midst of CRM furor, no one would have paid attention to "Why CRM Doesn't Work," however, this summer it has made its entrance with impeccable timing.
Newell introduces the idea of customer-managed relationships (CMR) and also shows by example (and spices it up with humor) how often CRM initiatives fail because most companies are still product--- and not customer--- focused.
Newell then goes further and explains how any business can discover why, when, how, and where customers want to be contacted....simply by realizing who today's customer is, and by listening to them. With these ideas in mind, it really makes you wonder how any company can miss these clues and continue to alienate customers as often as they do. With this book in hand, perhaps more executives will be able to create a truly customer-focused culture; one that lets the customer take control.
Beyond these insights and ideas, Newell questions how technological, financial, and other changes of the future will effect how CRM is being done today, and how CMR can be an answer to many of the most pressing issues.
This book truly speaks to businesspeople in any industry, at any sized company, and at any stage of their CRM initiative (even if they don't yet have one)
This book entertains while also encouraging its readers to think hard and formulate their own answers to their company's problems. CRM - such a grand (and wonderful) business strategy, still needed a new approach, and Newell delivers it.
Rating: 5
Summary: CMR is long overdue
Comment: Frederick Newell explains throughout exactly why CRM needs a readjustment (and so much more). This book is peppered with thoughtful insights and never-thought-of ideas for any CRM or Marketing executive wanting to justify a new CRM implementation or one who is desperately searching for a clue to begin the rebirth of an existing one.
Until this book, marketing and other business professionals everywhere may have been wondering where they should look for some fresh answers to their marketing initiatives. My suggestion is that they look right here, because this: CMR (Customer Management of Relationships)... is precisely what Customer Relationship Management will, and must, become.
Frederick Newell has done it again only this time with a lot more moxie. As always, he sees the future of this important business strategy and points the reader in the right direction.
Rating: 4
Summary: Insightful!
Comment: Customer Management of Relationships (CMR) is not a tactic or gimmick - it's a new way of looking at your business. Author Frederick Newell promises that CMR will put your customers where they should be: at the forefront of your company's efforts. Newell, an international marketing consultant and leading Customer Relationship Management (CRM) authority, explains that a strong relationship with customers is essential to success. Although his book is unnecessarily repetitive at times and poorly organized, he provides excellent advice for companies already on the road to improving their customer interactions. Valuable testimony from experts accompanies numerous case studies. Whether you took a ride on the CRM train, or not, if you want better customer relationships for your business, we from getAbstract thinks this book may be your ticket.
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