Why does Customer Relationship Management (CRM) fail?

Author: Newell
Publisher:
Publish Date: 2004-07-01
Features: Customer Relationship Management (CRM) was originally intended to help businesses better understand their customers and improve efficiency. However, most companies have not achieved the expected returns. Is it possible to improve your company's investment returns while making your customers satisfied? Is there an economically feasible solution to let your customers tell you what they truly want? In this book, internationally renowned marketing consultant Frederick Newell explains why it's time to adopt Customer Management Relationship (CMR). CMR advocates empowering customers, who will then tell you what type of information they need, the level of service they expect, and how they wish to communicate with you—timing, location, and frequency. For business professionals in any industry and at any position, if they hope to maintain their competitive edge by improving customer loyalty, this is a bold and innovative solution. Newell illustrates through case studies why CRM fails, what adjustments are needed, and how to integrate CMR concepts into your company without additional spending. You will see numerous examples of successful and unsuccessful customer relationship marketing from major companies such as Kraft Foods, Procter & Gamble, Budweiser, Charles Schwab, Dell, IBM, Land's End, SportsAuthority, RadioShack, and Staples. Through this book, you can successfully build long-term partnerships with customers and generate profits without relying on one-time sales. For companies today that are struggling to sell products and satisfy customers, regardless of their size, reading this book is undoubtedly highly significant.