|
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 of e-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.
| 
