The Relational Enterprise: Moving beyond CRM to Maximize All Your Business Relationships

The Relational Enterprise: Moving beyond CRM to Maximize All Your Business Relationships

The Relational Enterprise: Moving beyond CRM to Maximize All Your Business Relationships

The Relational Enterprise: Moving beyond CRM to Maximize All Your Business Relationships

Synopsis

Thanks to recent technologies, companies have made great strides in customer relationship management (CRM). But now they're realizing that CRM is only part of the picture. To be fully successful, an organization must be fully relational - managing contacts with employees, sales reps, vendors, partners, and even competitors. A new enterprise model is on the horizon, and this ground-breaking book leads the way. The Relational Enterprise shows how to integrate people, processes, structure, and technology into a single focused system capable of greater gains than ever before. It explains how to turn every contact into a potential buyer or de facto salesperson, thus enabling a company to sell up and down the customer and supplier chains. Readers will learn how to unify current programs and systems into a cohesive whole that unleashes the tremendous power now hidden in stand-alone efforts. Based on in-depth field research by the author's firm and by PeopleSoft, The Relational Enterprise helps forward-thinking businesses reinvent service. It provides a system that truly permits every organization to maximize the lifetime value and profitability of its customers." "

Excerpt

The era when a company determined its success solely within its four walls is over. Success today demands that an enterprise communicate and collaborate across the entire business landscape of customers, suppliers, and employees.

A new definition of competitive advantage has emerged. It is no longer enough to simply do what you do well—the actions and abilities of others are now key to your success. Relationships have become the next killer app.

Internet technologies provide the tools and infrastructure necessary to thrive in this new business environment, allowing enterprises to integrate customers, suppliers, and partners, as well as employees, into their business processes. Software applications allow companies to manage— and optimize—these relationships.

But technology alone is not enough. the enterprise itself must adapt.

The level of adaptation required is far from superficial, but strikes at the core of how a business is organized and run. Consider the distinction between front-office and back-office processes. Traditionally, frontoffice served the customer; back-office ran the company. in today’s competitive environment, this siloed approach creates barriers to efficiencies and weakens a company. the front-office and the back-office have merged.

The internal boundary between front- and back-office was only the first to fall. the lines between an organization and its ecosystem of customers, suppliers, partners, and vendors of all types are quickly being erased.

Today’s successful enterprises are adapting to this new landscape to form robust and dynamic relationships through which customers can get the information they want and need from any channel—the phone . . .

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