May/June 2001

CUSTOMER RELATIONSHIP MANAGEMENT: FROM CONFLICT TO COLLABORATION
by Ian Gordon

Is collaboration better or more productive than conflict? It certainly is, argues this author, if any business that is based on relationships hopes to succeed. And given the critical importance of Customer Relationship Management, collaborating effectively is the foundation of a successful business relationship today. In this practical article, the author suggests how managers can build a collaborative environment that will allow them to achieve the full potential of Customer Relationship Management.

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About the Author

Ian Gordon
Ian Gordon is President, Convergence Management Consultants Ltd. He is the author of three books, Relationship Marketing (John Wiley and Son, 2004), Competitor Targeting (John Wiley and Son, 2001), and Beat the Competition (Blackwell Publishing, 1989). He can be reached at igordon@converge.on.ca.

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