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Title: Nothing new here...
Review: If you are a CRM novice or a manager this book will confuse you. The book is probably useful if your background is data warehousing.I found the book poorly structured and difficult to read. The book is chock-full of tables and checklists, full of trivial information. It is little wonder that most CRM initiatives fail. Management-by-checklist appears to be the norm in the industry.Effective CRM requires re-defining front-end and back-end processes. The basic CRM rule is simple: technology and features change, processes endure. Unfortunately, how to design, modify or tweak processes is not covered in this book or others in this genre. Unless and until managers understand the basics of multi-channel process redesign, companies are bound to fail at CRM.
