Why Crm Doesn't Work: How to Win by Letting Customers Manage the Relationship
Author(s): Frederick Newell (Author), Seth Godin (Foreword)
- Publisher: Bloomberg Press
- Publication Date: 1 Mar. 2003
- Edition: 1st
- Language: English
- Print length: 264 pages
- ISBN-10: 1576601323
- ISBN-13: 9781576601327
Book Description
There are at least eighty books available on customer relationship management (CRM), including three by Frederick Newell. Why does the world need one more? Because the old theories don't work anymore! Companies have spent millions developing CRM systems to target specific customers for specific product offerings. This approach has left customers feeling stalked and targeted like hunted prey. How do companies reach customers and find out what they want? How can companies make their customers' lives easier and less stressful? By turning CRM on its head and transitioning to the new CMR. Newell explains how great companies have shifted from the outdated, sales-oriented Customer Relationship Management to the bold solution of Customer Management of Relationships (CMR). Because it forces companies to think of customers as individuals, CMR helps to build long-term relationships, create customer loyalty, and bring in profits over time instead of speedy, high-pressure, one-time sales. This book shows by lesson and example why the current CRM has failed, what needs to change, and how to make it work through new thinking and new technology. By moving beyond CRM to CMR, companies can satisfy and sell to today's customer.
Editorial Reviews
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
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.
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