Business and information companies have been investing the majority of their time and resources into technologies that will develop and maintain close relationships with their customers. The key to online success is a company's relationship with their customers. It is critical for companies with online presence to sustain each relationship in order to survive at all. Billions of dollars are being spent on defining, identifying, anticipating, recognizing, and managing customers. This book provides a comprehensive and holistic view of CRM, as well as an operational approach to implementing CRM. Authored by one of the leading experts and consultants in the area of strategic planning, the book offers a conceptual roadmap supported by practical, real-life answers based on experience of senior DMR Consulting practitioners and insights from their clients. It focuses on using new technology and business techniques to continually discover customers, engage in ongoing two-way dialogue across all customer touch points, and manage all of this with discipline. A new company model is emerging - the extended enterprise. It reduces time and cost of doing business, strengthens partnerships, and develops more productive customer and supplier relationships; CRM is the leverage point. This book will show managers how CRM can produce a coherent relationship-based business strategy that leads directly to improvements in the bottom line.
