Customers are the reason any organization is in business. Without satisfied customers, all businesses will eventually fail period. However, in the frenzy of trying to build and manage relationships that delight their customers, many organizations have become too narrowly focused on the customer.
The customer is simply the end of a long chain of events that must be efficiently integrated and properly timed to flow in a seamless stream. It's time to move beyond customer relationship management (CRM) and broaden the focus to enterprise relationship management and beyond. It's time to build the extended intelligent enterprise (XIE).1
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