Lisa Yorgey Lester Why

By Lisa Yorgey Lester Why am I not seeing a return on my CRM investment? Is there a way to predict or modify customer behavior without wasting money? Author of the recently published "Why CRM Doesn't Work: How to Win By Letting Customers Manage the Relationship," marketing consultant Frederick Newell argues the time for customer relationship management (CRM) has passed, and it's time to transition to customer management of relationships (CMR). According to Newell, CMR allows companies to empower customers so they can tell you what kind of information they want; the service level they expect; and when, where and how they want you

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