Why Crm Doesn’t Work : How to Win by Letting Customers Manage the Relationship

Companies are spending millions on CRM (customer relationship marketing), yet customers are more dissatisfied than ever. This book analyses why there have been so many failures and shows, through examples and case studies, how to stop losing customers and understand why customers don’t buy. The author contends that only by empowering customers – by moving from CRM to CMR (Customer Management of Relationships) – can companies hope to build long-term relationships, create customer loyalty and deliver profits over time.