There are at least eighty books available on customer relationship management (CRM), including three by Frederick Newell. Why does the world need one more? Because the old theories don't work anymore! Companies have spent millions developing CRM systems to target specific customers for specific product offerings. This approach has left customers feeling stalked and targeted like hunted prey. How do companies reach customers and find out what they want? How can companies make their customers' lives easier and less stressful? By turning CRM on its head and transitioning to the new CMR.
Newell explains how great companies have shifted from the outdated, sales-oriented Customer Relationship Management to the bold solution of Customer Management of Relationships (CMR). Because it forces companies to think of customers as individuals, CMR helps to build long-term relationships, create customer loyalty, and bring in profits over time instead of speedy, high-pressure, one-time sales. This book shows by lesson and example why the current CRM has failed, what needs to change, and how to make it work through new thinking and new technology. By moving beyond CRM to CMR, companies can satisfy and sell to today's customer.
