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Synopsis

CRM was supposed to help businesses better understand theircustomers and increase efficiency. Yet most companies are notgetting the return they expected. Is it possible to make customershappy 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 marketingconsultant Frederick Newell explains why it's time to change thegame to CMR (Customer Management of Relationships). CMR allowscompanies to empower customers so they'll reveal what kind ofinformation they want, what level of service they want to receive,and how to communicate with them--where, when, and how often. It isa bold solution for businesspeople at all levels in all industrieswho want to stay ahead of the curve in the development of customerloyalty.  

Newell shows by lesson and example why the current CRM isn'tworking, what needs to change, and how to put the CMR philosophy towork--without additional expense. The book includes casestudies of good and bad relationship marketing from companies asdiverse as Kraft Foods, Procter & Gamble, Budweiser, CharlesSchwab, Dell, IBM, Lands' End, Sports Authority, Radio Shack, andStaples.  

With the knowledge in this book, a company can learn to buildlong-term relationships and bring in profits instead of relying onone-time sales. Why CRM Doesn't Work is important readingfor companies of every size that are trying to satisfy and sell totoday's consumer.

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