The Relational Enterprise

Moving beyond Crm to Maximize All Your Business Relationships

Kenneth Carlton Cooper

296 pages, parution le 14/02/2002

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Résumé

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.

About the Author: Kenneth Carlton Cooper (St. Louis, MO) is President of CooperComm, Inc., an organizational management consulting firm, and author of Effective Competency Modeling & Reporting.

Contents

Foreword xiii
Preface xv
Acknowledgments xix
Introduction 1

Part 1. Relational Enterprise Building Blocks 5

Chapter 1. The Expanding Definition of "Organization" 7
Chapter 2. The Expanding Definition of "Employee" 17
Chapter 3. The Expanding Definition of "Customer" 28
Chapter 4. The Relational Structure 39

Part 2. Relational Enterprise Service Processes 55

Chapter 5. The Relational Business Cycle 57
Chapter 6. Maximizing Interaction Satisfaction 69
Chapter 7. A Second Generation Definition of 360-Degree View 78
Chapter 8. Expanding the Definition of CRM 88
Chapter 9. The Expanding Range of Collaborative RM 98
Chapter 10. Transitioning to a Customer Interaction Center 113
Chapter 11. Effective Relational Processes 126

Part 3. Relational Enterprise Systems 137

Chapter 12. New Relational Data Types 139
Chapter 13. Understanding Relational Systems 156
Chapter 14. RM Analytics 172

Part 4. Relational Enterprise Leadership 191

Chapter 15. Benefits of Relational Systems 193
Chapter 16. Evaluating Relational Systems 205
Chapter 17. Evaluating Relational System Vendors 221
Chapter 18. Managing RM Change 235
Chapter 19. Creating the Relational Enterprise 246

Appendix Relational Enterprise Resources 267
List of Abbreviations 285
Index 289
About the Author

Caractéristiques techniques

	PAPIER
Éditeur(s)	Amacom
Auteur(s)	Kenneth Carlton Cooper
Parution	14/02/2002
Nb. de pages	296
Format	16 x 23,5
Couverture	Broché
Poids	620g
Intérieur	Noir et Blanc
EAN13	9780814406694
ISBN13	978-0-81-440669-4