Why CRM Doesn’t Work
Why CRM Doesn’t Work by Frederick Newell
My rating: 4 of 5 stars
It is a rather interesting book with lots of good ideas on why technology - the shiny CRM application you just bought - will not help you no matter how much you wish, unless you change your own behaviour, attitude and thinking.
Written quite a few years ago, but still valid as companies still can’t grasp the concept that CRM is not gathering data mindlessly on the customer, and you actually should treat your customer as if he was valuable to you.
But it’s changing.And the book is worth reading.
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