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

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 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.