Why CRM Doesn't Work: How to Win by Letting Customers Manange the Relationship Book

Foreword (Seth Godin).
Preface.  

PART I: WHAT’S NOT WORKING.

1. Why Doesn't CRM Work?
Does the customer really want to be managed?

2. It's Not a Question of the Chicken or the Egg.
It’s not technology that drives relationships.

3. "One Girl in a Convertible . . .". 
It takes more than a database.

4. Why Do We Have Two Ears and Only One Mouth?
The importance of dialog.

PART II: WHAT NEEDS TO CHANGE.

5. It’s No Longer Good Enough to Ask Forgiveness Rather Than Permission.
One person’s relevance is another person’s intrusion.

6. Permission in Action.
The Internet as a permission-only zone.

7. Type, Point, Click, and Send Now.
Cheaper and faster than a letter, less intrusive than a phone call, less hassle than a fax.

8. Who’s Minding the Store?
CMR is not about how you look at customers—it’s about how customers look at you.

9. Personalization Technology—Boon or Bust? 
Empowering the customer requires more than just personalization.

10. But What About the Loyalty Card?
Does CMR mean the end of traditional loyalty marketing?

11.  No Card? No Problem!
Customers tell us a lot without volunteering personal information.

12. All Cows Look Alike.
Brand building—it begins and ends with the customer.

Part III: HOW TO CHANGE.

13. Before You Build a Better Mousetrap.
Is CMR for everyone?

14. Customer Service—Who Cares?
CMR doesn’t mean “best customer service” for everyone.

15. Which Customers and Why You can’t make everyone happy.

16. Crossing the Chasm—What Will You Need to Change?
Eight steps to CMR success.

17. There’s No Free Lunch.
But CMR should not be an added expense.

18. Don’t Boil the Ocean.
Be wary of the big-bang approach.

Part IV: A LOOK AHEAD.

19. There’s No There, There.
Can customer relationships survive Internet ubiquity?

20. Electronic Empowerment.
How will electronics revolutionize customer communication?

21. What Do Customers Want from Mobile Messaging?     
Do customers really want to order groceries while driving home from work?

22. Will Wall Street Care?
Relationships as a corporate asset.

Conclusion.
Afterword .
Notes.
Index.