Summary of Why CRM Doesn't Work

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Why CRM Doesn't Work book summary
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Rating

7 Overall

7 Applicability

8 Innovation

6 Style

Recommendation

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, getAbstract.com thinks this book may be your ticket.

In this summary, you will learn

  • Why Customer Relationship Management (CRM) failed to meet expectations;
  • How to evaluate and implement a Customer Management of Relationships (CMR) strategy; and
  • How to use the Internet to build customer relationships.
 

About the Author

Frederick Newell, an international marketing consultant, has helped multinationals as well as small businesses develop and manage customer relationship strategies. He consults for companies in the U.S., Canada, the U.K., Brazil and Argentina. He is also the author of Loyalty.com, Wireless Rules and The New Rules of Marketing.

 

Summary

The Ghost of CRM Past
At first, Customer Relationship Management (CRM) placed itself at the forefront of strategic corporate thinking. Companies initially embraced the concept as a way to use transactional and demographic data to serve customers better while achieving operational efficiencies...

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