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This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Vice President and Publisher: Cynthia A. Zigmund Editorial Director: Donald J. Hull Senior Acquisitions Editor: Jean Iversen Senior Managing Editor: Jack Kiburz Interior Design: Lucy Jenkins Cover Design: Jody Billert, Billert Communications Typesetting: the dotted i The Purposeful Collaboration Process is patent pending by The Rhythm of Business, Inc. The Rhythm of Business is a registered trademark of The Rhythm of Business, Inc. © 2002 by The Rhythm of Business, Inc. Published by Dearborn Trade Publishing, a Kaplan Professional Company All rights reserved. The text of this publication, or any part thereof, may not be reproduced in any manner whatsoever without written permission from the publisher. Printed in the United States of America 02
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Library of Congress Cataloging-in-Publication Data Shuman, Jeffrey C., 1945– Everyone is a customer : a proven method for measuring the value of every relationship in the era of collaborative business / Jeffrey Shuman and Janice Twombly, with David Rottenberg. p. cm. Includes bibliographical references and index. ISBN 0-7931-5412-X 1. Customer relations. I. Twombly, Janice. II. Rottenberg, David, 1946– III. Title. HF5414.5 S554 2002 658.8′12—dc21 2002002864 Dearborn Trade books are available at special quantity discounts to use for sales promotions, employee premiums, or educational purposes. Please call our Special Sales Department to order or for more information, at 800-621-9621, ext. 4410, or e-mail Mindi Rowland at
[email protected]
OTHER BOOKS BY THE AUTHORS Collaborative Communities: Partnering for Profit in the Networked Economy, Dearborn Trade, 2001 The Rhythm of Business: The Key to Building and Running Successful Companies, Butterworth-Heinemann, 1998 Venture Feasibility Planning Guide (with Robert Ronstadt), Lord Publishing, Inc., 1988
DEDICATION In memory of our fathers, Max Shuman, David Twombly, and Myer Rottenberg, for showing us the importance of relationships
❚ You increasingly have to think through what relationships make the most sense—the customer is the most important relationship. Peter Drucker Keynote Speech Collaborative Commerce Summit June 2001
CONTENTS
Acknowledgments Preface xvii Introduction xxi
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Part One The Era of Collaborative Business 11 ❚ The Collaboration Imperative