Why CRM Doesnt Work: How to Win By Letting Customers Manage the Relationship

Chapter List

Chapter 13: Before You Build a Better Mousetrap—Is CMR for Everyone?

Chapter 14: Customer Service—Who Cares?: CMR Doesn’t Mean “Best Customer Service” for Everyone

Chapter 15: Which Customers and Why—You Can’t Make Everyone Happy

Chapter 16: Crossing the Chasm—What Will You Need to Change?: Eight Steps to CMR Success

Chapter 17: There’s No Free Lunch—But CMR Should Not be an Added Expense

Chapter 18: Don’t Boil the Ocean—Be Wary of the Big-Bang Approach