CRM - January 2008 - (Page 22)

REQUIRED READING LIKE PULLING OFF A BAND-AID I Tabrizi: In the 90-day model, change nertia is a powerful force in the business world, because change is holistic, meaning that every aspect of can be intimidating when jobs and the business is diagnosed—from culture, dollars are on the line. Leaders to strategy, to cost-cutting, to structure, guide their organizations through trans- process, IT, and values. Collaboration formation, overcoming reticence and across the boundaries of an organizaresistance along the way, priming those tion—from geographies to functions— improves the ability organizations for sucof the organization to cess through innovacreate value, especially tion that only change in a large corporation. can bring. In Rapid Without chang ing Transformation: A 90holistically, an organDay Plan for Fast and ization could overlook Effective Change, Stankey synergies that ford professor Behnam could bring signifiTabrizi, relying on 10 cant value to the organyears of research into ization. Early on in more than 500 leading the 90-day effort, the companies including transformation leader Apple, IBM, Nokia, puts together a set and Procter & Gamble, of cross-functional introduces a method teams, which diagnose that demystifies fast, the various organizaeffective change and lays out a clear roadmap for achieving it. tional functions. The members of each CRM magazine: Many businesses of these teams include thought-leaders prefer to move at a slow, cautious and employees who are enthusiastic pace. Why is a rapid transformation about the effort. CRM magazine: What will readers so important? Behnam Tabrizi: Baby steps feel safer find most interesting about your book? Tabrizi: If you are interested in how and can be conceptualized as evoluto quickly plan and impletion—or gradual, incremental ment a successful major change. However, in organi- Through change in your organization, zations, incremental change incremental this is is effective insofar as all else is change, the thirst for-profit or non-profit, cooka detailed step-by-step constant, and status quo is the book that guides you and your goal. Although incremental for out-of-box firm through it. Further, it is change should be a routine thinking is lost. filled with lots of anecdotes part of any good manager’s— or leader’s—job, it promotes a parochial and stories of recent successful change outlook and attitude in the rank-and- efforts of many well-known companies. file if it becomes too routine. After a Finally, at the heart of the book is a while, people show up to work to play chapter on how these successful comparather than to win. Through incremen- nies employed cross-functional rapidtal change, the thirst for out-of-box response teams as an impetus for their successful transformation efforts, and a thinking is lost. CRM magazine: Why is a 90-day clear step-by-step roadmap for how to successfully employ these teams. planning model effective? CUSTOMER RELATIONSHIP MANAGEMENT | JANUARY 2008 OTHER PAGE-TURNERS: ■ Influence is the currency with which people achieve success and get what they want in their lives and professions. In Fire Them Up!, author Carmine Gallo reveals seven simple secrets for using your insight and core values to engage and inspire colleagues and clients, sell your vision, and communicate with confidence and charisma. ■ The latest installment in the Little Book series has arrived. In Jeffrey Gitomer’s Little Platinum Book of Cha-Ching!, the author delivers 32 principles of business and personal success. Tip No. 32.5—“If it has been working for 100 years or more, don’t e ven think about changing it”— deserves to be remembered even in this world of fast-changing technology. Just ask Coca-Cola how New Coke worked out. ■ Humans are creatures of emotion as well as intelligence, making decisions on what they feel even before they have a chance to think about the issue. Larry Pinci and Phil Glosserman join forces in Sell the Feeling to teach how to orchestrate positive emotional experiences for potential clients and customers, build emotional connections, and embody the “natural-born salesperson”—even if you’re not one. —Marshall Lager www.destinationCRM.com 22 http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - January 2008

CRM - January 2008 Contents Front Office Reality Check Customer Centricity The Tipping Point Facebook's About-Face On the Scene: Oracle OpenWorld 2007 CRM Market Set to Double Customers, Meet your Makers Required Reading Oh, Behave! Fine-Tuning the Channel Listen Up! The Master Piece Flying High on Customer Service Let's Get Digital The Big Rigs Get Revved Up Putting Asia in Your Pocket Secret of My Success Connect Re:Tooling Pint of View

CRM - January 2008

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