Why CRM Doesn't Work
How to Win by Letting Customers Manange the Relationship
Frederick Newell
The book critiques traditional Customer Relationship Management (CRM) strategies, arguing that they are often ineffective because they focus on controlling the customer rather than understanding and responding to their needs. It proposes an alternative approach where businesses empower customers to define the relationship, thereby fostering loyalty and improving customer satisfaction through a more customer-centric model.
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