„Fred Newell raises relationship marketing to a new level, beyonddatabase marketing, loyalty programs, targeted advertising, andcustomer relationship marketing. Read this before yourcompetitors do.“
- Philip Kotler
SC Johnson & Son Distinguished Professor of InternationalMarketing, Northwestern University Kellogg School ofManagement
"In this competitive world, hanging onto customers iscritical. Fred Newell's new book is a commonsense approach tohelping you do just that.„
- Jack Trout
President, Trout & PartnersLtd.
“Frederick Newell has hit the CRM nail on the head. A lot ofcompany managers thought you could create profits by buying CRMsoftware and building an expensive data warehouse. Fred has pointedout that they were wrong. You cannot predict or modify customerbehavior with CRM. What you can do is waste a lot of money. What you need is a customer database and intelligent customercommunications, which come from creative strategies, not a piece ofsoftware.„
- Arthur Middleton Hughes
Vice President for Business Development, CSC Advanced DatabaseSolutions
“Fred Newell does a wonderful job of helping us understand why sofew companies get the return from CRM initiatives that they expect. Why CRM Doesn't Work makes a compelling case forputting the customer in the driver's seat and allowing thecustomer to manage the relationship. The book is filled withpractical examples and tips and is an ideal solution for businessexecutives intent on avoiding 'CRM backlash.' In the process, Newell addresses a host of relevant topics ranging from wirelesstechnologies to brand building to permission marketing in acogently written and easy-to-read treatise. Newell moves beyond thebuzz and quickly gets to the essence of what companies need to doif they expect to win the 'hearts and minds' of customers. Amust-read for any manager in an enterprise focused on improving itsprofitability, 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 withideas and examples to illustrate his message that 'it's nottechnology that drives CRM, it's intelligence about the customer.'He rightly reminds us that the customers must truly be placed atcenter stage and that we must listen with both ears to their statedand unstated needs. As a recent definition of CRMstates, 'Customers Really Matter.' Fred's book is timelyfor all businesses.„
- Brian Woolf
Author, Loyalty Marketing: The SecondAct
“CRM has been promoted as the answer to customer development andloyalty. Fred addresses head-on why this has failed for so manycompanies that have spent heavily and had such big expectations forCRM. Importantly, Fred now takes customer development and loyaltyto a new level--beyond CRM--by redefining and empowering thecustomer. This is the way to build a successful customer-focusedbusiness. 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, getthis book. It can set you straight clearly, easily, quicklyand, most of all, through a very readable format."
- Don Schultz
Professor, Medill School of Journalism, Northwestern University

Why CRM Doesn't Work

How to Win by Letting Customers Manange the Relationship

von Frederick Newell, Vorwort von Seth Godin

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.