While CRM focuses on the relationship between your company and your customer, Demand Driven explains how to work with vendors and suppliers to create a network of customers. With the right strategy, you can turn your demand chain into a partnership, allowing customers to move freely within multiple marketing channels and marketing partners. This synergy extends a business to its customers, creating quicker response time to customer needs and demands. For example, Microsoft enables indirect relationships with customers by providing partners with salespeople and technology that help train and educate customers - strengthening demand for Microsoft products in the process. Demand Driven explains how to use technology to increase the number of indirect relationships a company has with its customers. Companies are adopting broader, approaches to doing business that rely on "Demand Chain Management", to increase relationships between customers, partners, competitors, and intermediaries, using the Web, and other technology-enabled business processes.
The authors offer a unique six-step process for effective Demand Chain Management that explains how to create an effective customer experience, leveraging partners, building reseller capabilities, installing a chief customer experience officer. This process results in superior return on assets, market share dominance, profitability through customer retention, revenue stability during difficult times, and revenue acceleration in growth periods.
- ISBN10 0071589708
- ISBN13 9780071589703
- Publish Date 25 November 2002
- Publish Status Active
- Imprint McGraw-Hill
- Format Paperback (US Trade)
- Pages 188
- Language English