Why CRM doesn't work: how to win by letting customers manage the relationship
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Princeton, NJ
Bloomberg Press
2003
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index |
| Beschreibung: | XVII, 263 S. |
| ISBN: | 1576601323 |
Internformat
MARC
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| 245 | 1 | 0 | |a Why CRM doesn't work |b how to win by letting customers manage the relationship |c Frederick Newell |
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| 264 | 1 | |a Princeton, NJ |b Bloomberg Press |c 2003 | |
| 300 | |a XVII, 263 S. | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-010069987 | ||
Datensatz im Suchindex
| _version_ | 1804129650204475392 |
|---|---|
| adam_text | Contents
Acknowledgments xi
Foreword xiii
Preface xv
Parti
WHAT S NOT WORKING
1 Why Doesn t CRM Work? 3
I Does the customer really want to be managed?
2lfs Not a Question of the Chicken or the Egg 23
It s not technology that drives relationships
3 One Girl in a Convertible... 27
It takes more than a database
4 Why Do We Hove Two Ears and Only One Mouth? 37
The importance of dialog
Port II
WHAT NEEDS TO CHANGE
5 It s No Longer Good Enough to Ask Forgiveness
Rather Than Permission 45
One person s relevance is another person s intrusion
6 Permission in Action 55
The Internet as a permission only zone
7 Type, Point, Click, and Send Now 61
Cheaper and faster than a letter, less intrusive than
a phone call, less hassle than a fax
8 Who s Minding the Store? 71
CMR is not about how you look at customers—it s about how
customers look at you
9 Personalization Technology—Boon or Bust? 81
Empowering the customer requires more than just personalization
1A But What About the Loyalty Card? 93
I J Does CMR mean the end of traditional loyalty marketing?
11 No Card? No Problem! 103
I I Customers tell us a lot without volunteering personal information
1A All Cows Look Alike 111
I JL Brand building—it begins and ends with the customer
Part III
HOW TO CHANGE
1 Q Before You Build a Better Mousetrap 123
I ) Is CMR for everyone?
1 k Customer Service—Who Cares? 131
I Hr CMR doesn t mean best customer service for everyone
1 r Which Customers and Why 153
I J You can t make everyone happy
1 / Crossing the Chasm—What Will You Need to Change? 165
I J Eight steps to CMR success
F There s No Free Lunch 183
But CMR should not be an added expense
1 Q Don t Boil the Ocean 193
I J Be wary of the big bang approach
Part IV
A LOOK AHEAD
10 Theres NoThere There 203
I / Can customer relationships survive Internet ubiquity?
/V Electronic Empowerment 209
JL J How will electronics revolutionize customer communication?
A1 What Do Customers Want from Mobile Messaging? 217
£m* I Do customers really want to order groceries while
driving home from work?
/VJ Will Wall Street Care? 225
* f Relationships as a corporate asset
Conclusion 235
Afterword 242
Notes 243
Index 255
|
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| id | DE-604.BV014893401 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T19:08:30Z |
| institution | BVB |
| isbn | 1576601323 |
| language | English |
| lccn | 2002153916 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010069987 |
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| physical | XVII, 263 S. |
| publishDate | 2003 |
| publishDateSearch | 2003 |
| publishDateSort | 2003 |
| publisher | Bloomberg Press |
| record_format | marc |
| spelling | Newell, Frederick 1926- Verfasser (DE-588)124111696 aut Why CRM doesn't work how to win by letting customers manage the relationship Frederick Newell 1. ed. Princeton, NJ Bloomberg Press 2003 XVII, 263 S. txt rdacontent n rdamedia nc rdacarrier Includes index Customer relations Management Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010069987&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Newell, Frederick 1926- Why CRM doesn't work how to win by letting customers manage the relationship Customer relations Management Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4236865-0 |
| title | Why CRM doesn't work how to win by letting customers manage the relationship |
| title_auth | Why CRM doesn't work how to win by letting customers manage the relationship |
| title_exact_search | Why CRM doesn't work how to win by letting customers manage the relationship |
| title_full | Why CRM doesn't work how to win by letting customers manage the relationship Frederick Newell |
| title_fullStr | Why CRM doesn't work how to win by letting customers manage the relationship Frederick Newell |
| title_full_unstemmed | Why CRM doesn't work how to win by letting customers manage the relationship Frederick Newell |
| title_short | Why CRM doesn't work |
| title_sort | why crm doesn t work how to win by letting customers manage the relationship |
| title_sub | how to win by letting customers manage the relationship |
| topic | Customer relations Management Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Customer relations Management Kundenmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010069987&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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