List of Sidebars

Chapter 1: Why Doesn’t CRM Work?—Does the Customer Really Want to be Managed?

How Much Empowerment Is Too Much?

Chapter 3: “One Girl in a Convertible...”—It Takes More than a Database

The Kraft Online Community

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

Winning the Game

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

E-Mail Etiquette Tips

Chapter 9: Personalization Technology—Boon or Bust? Empowering the Customer Requires More than Just Personalization

Let Your Customers Know What You Are Doing

Why Personalize?

Chapter 10: But What About the Loyalty Card?—Does CMR Mean the End of Traditional Loyalty Marketing?

Use of Customer Information from Loyalty Cards

Chapter 12: All Cows Look Alike: Brand Building—It Begins and Ends with the Customer

Key Points

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

It’s More than Good Service: It’s About ROI

A Few Reminders

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

Final Reminders

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

The New Rules of CMR

Conclusion

Concepts to Get You Started