
218 6.5 A 12-stage CRM strategy
6.5 A 12-stage CRM strategy
In the experience of many organizations, CRM is a powerful growth strategy
capable of producing significant benefits and transforming both organiza-
tions and industries. However, for every company that has achieved dramatic
success, there are many others that are still struggling to realize the full poten-
tial of their customer-driven growth strategies. For these latter organizations,
the path of implementation has been filled with obstacles and the pace of
implementation has been far slower and more frustrating than anticipated.
The lessons learned by others and the methodologies and technologies ...