The Relationship-Based Enterprise: Powering Business Success Through Customer Relationship Management

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9780070860810: The Relationship-Based Enterprise: Powering Business Success Through Customer Relationship Management

Business and information companies have been investing the majority of their time and resources into technologies that will develop and maintain close relationships with their customers. The key to online success is a company's relationship with their customers. It is critical for companies with online presence to sustain each relationship in order to survive at all. Billions of dollars are being spent on defining, identifying, anticipating, recognizing, and managing customers. This book provides a comprehensive and holistic view of CRM, as well as an operational approach to implementing CRM. Authored by one of the leading experts and consultants in the area of strategic planning, the book offers a conceptual roadmap supported by practical, real-life answers based on experience of senior DMR Consulting practitioners and insights from their clients. It focuses on using new technology and business techniques to continually discover customers, engage in ongoing two-way dialogue across all customer touch points, and manage all of this with discipline. A new company model is emerging - the extended enterprise. It reduces time and cost of doing business, strengthens partnerships, and develops more productive customer and supplier relationships; CRM is the leverage point. This book will show managers how CRM can produce a coherent relationship-based business strategy that leads directly to improvements in the bottom line.

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About the Author:

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 hink tank whose mission is to further the development of processes and techniques for applying I intelligently to a wide range of e-business opeations. DMR Consulting is a leading global provider of e-consulting services and ebsiness solutions to Fortune 1000 companies and Internet start-ups, with 65 offices in the United States, Canada, Europe, and Asia-Pacific.

Review:

"A winner! Fresh new perspectives on the age-old challenge of attracting and retaining customers." -- Barry Shuler Senior Vice-President, IR Strategy & Planning, Marriott International

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