THE TRANSFORMATIVE EFFECT OF DIALOGUE ON CUSTOMER RELATIONSHIP MANAGEMENT--专业论文--.doc

THE TRANSFORMATIVE EFFECT OF DIALOGUE ON CUSTOMER RELATIONSHIP MANAGEMENT By David Ben-Gal Kramer EXECUTIVE SUMMARY The sales marketing relationship between merchant and consumer is a form of human conflict. Parties in commercial conflict are interconnected in a complex market system. Each competes, coerces, compromises and complies in cyclical interplay to get the best value out of their transactions. Its conflict for sure. And the increasingly-fragmented, changing nature of todays consumer-driven, market only serves to make matters worse. To complicate matters further, a technology revolution -- centered around informational technologies -- has ushered in the Information Age. The Information Age has two major faces, the Knowledge Era and Network Society. Both have outcomes that have huge impacts on markets and companies. Todays new consumers, with unprecedented access to real-time information, are infinitely more educated, sophisticated and cynical than ever before. The market paradigm has shifted. Your customers have come of age, and theyre demanding to be recognized. So, recognize them we will. But first, the successful company must relax its boundaries and embrace change. It must become less competitive and more collaborative; with more effective inter-departmental communication between sales and marketing, and more mutuality and authenticity in key market conversations. In short, to thrive, the company must be more open and appreciative, poised to act on signals -- sharing information openly between customer contact points across the enterprise, then adapting marketing communications proactively, as an organization. Marketers, salespeople and customer service reps must maintain a clear, corporate identity or position, while constantly sharing, learning and coordinating their messages to address changing consumer needs and market conditions. Sustaining this alignment and adaptability requires the