Creating and managing networks

Introduction This chapter focuses on the third primary phase of the customer relationship management (CRM) value chain (Fig. 6.1): network development. The basic claim in this chapter is that the achievement of CRM objectives requires companies to develop and manage a business network comprising suppliers, partners, investors and employees. Companies do not exist in splendid isolation. They are positioned within a network, and it is the performance of the network that determines whether companies achieve their goals. Customer relationship management performance is more assured when the resources of the network are aligned and coordinated to contribute to the creation and delivery of value to the focal company’s customers.