RELATIONSHIP BASED ENTERPRISE MCKENZIE R. Księgarnia

The Relationship-Based Enterprise

Powering Business Success Through Customer Relationship Management

Increasing amounts of money are being spent on Customer Relationship Management (CRM) but these investments are not being consistently translated into business value. How do business managers design solutions that make CRM profitable? Written by a leading expert in the area of strategic management and based on the real-world experiences of senior management consultants and their clients, this timely and practical book shows you how.

Many organizations have pieces of CRM in place, but few have pulled together all of the components required to create a company-wide strategy. This fragmented deployment often results from multiple and conflicting definitions of CRM. In addition, organizations and vendors have focused on finding "silver bullet" information technology (IT) solutions, excluding other business considerations.

While enterprise integration is a challenge that must be addressed, it is not enough to retain customers. Connecting with customers is the bigger challenge. Today, new technologies are enabling the market to converse. Companies must now figure out how to enter this global conversation rather than relying on old marketing, sales, and communication techniques. They need to understand and master the process of conversation moving from monologue to dialogue, from providing traditional services to engaging in value-adding conversations. CRM solutions that do not balance the challenges of integration with a sound approach toward conversation are likely to fall short of producing expected business benefits.

The Relationship-Based Enterprise provides an operational approach to implementing CRM across the enterprise. It considers all components business, organization, technology, people, and process providing business and technology executives with a no-nonsense practical guide that walks them through the most critical questions about Customer Relationship Management. It helps those organizations not only put together an integrated strategy, but also move to the next level becoming a Relationship-Based Enterprise.

Ray McKenzie is a customer advocate, enterprise architect, and Director of Management Consulting at DMR Consulting. He lectures worldwide to major business forums and groups of senior executives on both customer relationship management and IT-enabled change. He lives in Seattle, Washington.

DMR Consulting's Center for Strategic Leadership is a think tank whose mission is to further the development of processes and techniques for applying IT intelligently to a wide range ofe-business operations. DMR Consulting is a leading global provider of e-consulting services and business solutions to Fortune 1000 companies and Internet start-ups, with 65 offices in the United States, Canada, Europe, and Asia-Pacific.

361 pages

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