The Relational Enterprise: Moving Beyond CRM to Maximize All Your Business Relationships / Edition 1

The Relational Enterprise: Moving Beyond CRM to Maximize All Your Business Relationships / Edition 1

by Kenneth Carlton Cooper, Ken Cooper
ISBN-10:
0814406696
ISBN-13:
9780814406694
Pub. Date:
12/21/2001
Publisher:
AMACOM

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Overview

The Relational Enterprise: Moving Beyond CRM to Maximize All Your Business Relationships / Edition 1

"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."

Product Details

ISBN-13: 9780814406694
Publisher: AMACOM
Publication date: 12/21/2001
Pages: 272
Product dimensions: 6.30(w) x 9.50(h) x 1.20(d)
Age Range: 17 Years

Table of Contents

"Introduction

Part I: Relational Enterprise Building Blocks

1. The Expanding Definition of "Organization"

2. The Expanding Definition of "Employee"

3. The Expanding Definition of "Customer"

4. The Relational Structure

Part II: Relational Enterprise Service Processes

5. The Relational Business Cycle

6. Maximizing Interaction Satisfaction

7. A Second Generation Definition of "360-Degree View"

8. The Expanding Definition of CRM

9. The Expanding Definition of Collaborative CRM

10. Transitioning to a Customer Interaction Center

11. Effective Relational Processes

Part III: Relational Enterprise Systems

12. New Relational Data Types

13. Understanding Relational Systems

14. RM Analytics

Part IV: Relational Enterprise Leadership

15. Benefits of Relational Systems

16. Evaluating Relational Systems

17. Evaluating Relational System Vendors

18. Managing RM Change

19. Creating the Relational Enterprise

20. Symptoms of the Dysfunctional Organization

21. Relational Enterprise Resources

Epilogue

About the Author

List of Acronyms"

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