Why CRM doesn't work
Frederick Newell
The very phrase Customer Relationship Management (CRM) tells us quite a lot about the way we view our customers.
We want to control the relationship with our customers. Well, that's okay, isn't it?
Not according to Frederick Newell, who believes this attitude is precisely why our attempts at CRM often don't work very well.
The subtitle to the book sums up his philosophy: How to win by letting customers manage the relationship.
What? Allow customers to manage things! It's outrageous, isn't it... yet if you reflect on it, you will see just why this approach could be so revolutionary for your business.
After all, customers know what they want from us, and if we listen to what they are telling us, rather than us trying to tell them what they want, I suspect we would all do rather better. Customers are intelligent people, just like us... And if we're honest, we should know from our own experiences as a consumer just how frustrating somebody else's idea of customer service can be.
Newell, a leading international marketing consultant, explains why Customer Management of Relationships (which he dubs CMR) allows you to empower 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.
He shows by lesson and example why the current methods of CRM aren't working, what needs to change, and how to put the CMR philosophy at work in your business.
Take it on board, and you will find yourself building better long-term relationships - and better profits, too.
Richard Reed
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£19.95
Kogan Page
ISBN: 0749439475
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Once a customer, always a customer
Chris Daffy
This is excellent bedtime reading for everyone who wishes to make a success of their business. He reveals how to turn satisfied customers into raving fans and advocates for your business.
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£18.95
Oak Tree Press
ISBN: 1860761135
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101 ways to boost customer satisfaction
Timothy Foster
Learn how to captivate your customers, improve your image and create a customer-focused company.
Once again Tim Foster comes up with the goods - lots of ideas that you can put into action today to improve your bottom line. Each way discusses the issue, the solution, suggests actions to take and prompts you to take the ultimate test.
The book is divided into seven chapters dealing with various aspects of the business from a customer-satisfaction point of view: customer service, quality, customer relations, business processes, communications, employee relations and image.
For example, under business processes, Way 55 suggests how you can become part of the solution, not the problem. When you are part of the solution people want to talk to you. If you are part of the problem, they want you to go away. Of which do you want to be a part?
Foster suggests simply rephrasing negative statements will persuade more people to buy from you. For instance, 'We don't have that in stock' (part of the problem) could become, 'I can have that one in for you this afternoon. Would you like it delivered?' (part of the solution).
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Kogan Page
ISBN: 0749423013
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What customers like about you
David Freemantle
If you buy no other business book this year, buy this one. It is subtitled, 'Adding emotional value for service excellence and competitive advantage'. It is bed-time reading for anyone who deals with customers. It is easy and very enjoyable to read and will have you buzzing with ideas to develop your business.
Freemantle looks at the fundamentals of why it is so important to be liked by customers, illustrates some everyday likeable behaviours, and shows why being emotional in business is vital and how to transform your organisation into one that people want to do business with. His style is very anecdotal, giving lots of good examples to illustrate his points. Just as important, it looks at a very simple, and completely effective way to deal with customers you don't like. The advice is so sound you wonder why no one has advocated it before.
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£9.50
Nicholas Brealey
ISBN: 1857882016
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Customer relationship marketing
Merlin Stone, Neil Woodcock & Liz Machtynger
Building a relationship with customers has been proved to pay off. But it's not something you can do overnight. It's about creating a relationship with your customers over many transactions, and managing that relationship to the benefit of both the customer and the company.
Customer Relationship Marketing (CRM) is about how you:
- Find customers;
- Get to know them;
- Keep in touch with them;
- Try to ensure they get what they want from you in every aspect of their dealing with you;
- Check they are getting what you promised them.
IT and the Internet have dramatically changed how businesses can use CRM to boost profits. This book offers accessible and practical advice on how to make the most of the technology available to create lasting relationships with your customers.
Topics include: models of customer management; looking at things from both the customer's and the seller's perspective; how to quantify the impact of CRM; identifying customers' needs; the role of market research; how to improve customer retention and develop loyalty; the future of e-CRM.
This is a fascinating and thought-provoking book which takes you through the issues you need to develop in-house to extend the lifespan of each customer, including your welcome cycle, up-selling, cross-selling, and handling inactive customers.
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£15.99
Kogan Page
ISBN: 0749427000
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