jQuery Grid Plugin - jqGrid

    var response = "[{'id':'5','name':'john smith'}]";

    jQuery("#gvCustomers").jqGrid({
        datatype: 'json',
        colNames:['id','Name'],
        colModel:[
            {name:'id',index:'id', width:30},
            {name:'name',index:'name', width:150},
        ],
        viewrecords: true,
        caption: ' ',
        height: "auto"
        ,jsonReader:{
          root: "rows",
          page: "page",
          total: "total",
          records: "records",
          repeatitems: false,
          cell: "",
          id: "0"}       
    });

    var temp = jQuery("#gvCustomers");
    if (temp == null)
        alert('null');
    else
    {
        //alert(response);
        temp[0].addJSONData(response);
        jQuery("#gvPhoneNumbers").trigger("reloadGrid");                   
    }

This does NOT add records to the grid! Why?