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Drew
Banks has co-authored two books that showcase his understanding of business
systems applied to today's global business challenges. Customer.Community
explores
the collective potential within an interconnected customer base while
Beyond Spin
addresses
the need for more real time, honest communication within a networked organization.
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Customer.Community,
Jossey-Bass, 2002
Drew Banks and Kim Daus
Foreword:
Scott Cook, Co-Founder of Intuit
Afterword:
Michael Lowenstein, Co-Author of Customer
Winback.
Endorsements:
Craig Newmark, Founder of craigislist
Beerud Sheth, Co-Founder and GM of ELance
Cynthia Typaldos, Co-Founder of GolfWeb, Founder
of RealCommunities, and President of Typaldos & Associates
Heath Row, Social Capitalist, Fast Company
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Since
the beginning of the Customer revolution, business has focused on customer
service and satisfaction. Individual service and individual satisfaction.
With all the attention on the individual customer, there has been a neglect
of the collective customer base. While it is true that most customers want
personalized service, many customers also select and are more loyal to companies
who have other customers with whom they can or have formed relationships.
With an Internet-connected customer base even large global companies can
create a fiercely loyal clientele that was before only possible for local
community businesses.
Customer.Community
explores integrating virtual community practices within customer service
strategies. Most e-community profitability analyses have focused on "monetizing
communities" within affinity groups that have formed around shared,
non-commerce interests. This has resulted in a perception that virtual communities
are antithetical to business profit. Customer.Community
instead espouses "communitizing commerce" by catalyzing a peer-to-peer
network between customers who are already commerce-centric. This argument
creates a far more compelling business case for virtual community.
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Beyond
Spin,
Jossey-Bass, 2000
Markos Kounalakis, Drew Banks, and Kim Daus.
Foreword:
James Adams, former CEO of United Press International (UPI)
Endorsements:
Bob Johansen, President of Institute for the Future (IFTF)
Peter Laufer, Author, Producer, Omnipoint Business Minute
Tamar Elkeles, VP of Learning, Qualcomm
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Before
the Internet, business communications were carefully controlled. Organizations
spent time "spinning" messages in order to created a desired perception.
Sometimes this worked but often constituents suspected manipulation. Today,
controlling communications is no longer an option. As we find ourselves
in an increasingly fast-paced, global, networked world, and as information
whirls from all angles, the most successful organizational communication
is that which quickly equips employees, partners, and customers with accurate
knowledge that builds trust and credibility with the organization. Applying
journalistic principles (open, accurate, timely and strategically weighted
and contexted information) to existing corporate communication models will
help organizations move from untrustworthy "spin" to open, honest,
communication that engenders trust and helps create alignment in today's
business environment. In essence this simply means that today's organizations
must tell their most important constituents the truth ...as fast as they
possibly can. Beyond
Spin examines this challenging transition underscoring the difficulty
and complexity of switching from time-intensive controlled "spin"
to instantaneous, unabridged honesty.
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