Relationship-based Enterprise

the long version

"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."--Jacket.