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.

Customer.Community, Jossey-Bass, 2002
Drew Banks and Kim Daus

Scott Cook, Co-Founder of Intuit

Michael Lowenstein, Co-Author of Customer Winback.

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

  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.


Beyond Spin, Jossey-Bass, 2000
Markos Kounalakis, Drew Banks, and Kim Daus.

James Adams, former CEO of United Press International (UPI)

Bob Johansen, President of Institute for the Future    (IFTF)
Peter Laufer, Author, Producer, Omnipoint Business    Minute
Tamar Elkeles, VP of Learning, Qualcomm

  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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