By Frederick NewellCRM was supposed to help organizations to understand their customers better and increase efficiency. Yet most organizations are not getting the return they expected. This book makes a compelling case for putting the customer in the driver’s seat and allowing the customer to manage the relationship. The book is filled with practical examples and tips and is an ideal solution for avoiding ‘CRM backlash’. The author argues that it’s time to change the game to CMR (Customer Management of Relationships). CMR empowers customers so they’ll tell you what kind of information they want, what level of service they want to receive, and how they want you to communicate with them – where, when, and how often.
Published by Koagan Page – ISBN:0749439475. 19.95 pounds.