Chapter 1

Embarking on Your Journey to Complete CRM


check Finding out how to incorporate the R in CRM

check Integrating CRM into your business

check Understanding the terms around CRM

check Determining your CRM goals

The first part of getting Customer Relationship Management (CRM) to work for your business is to understand what CRM really is. If you ask ten people, you’re likely to get ten different answers, each rooted in their personal experiences.

CRM has only started being taught in colleges and universities, so it’s no wonder there is fear, uncertainty, and doubt (also known as FUD) around it. Making CRM work in any business is a challenge, but it’s one you can overcome with a grasp of the strategies and tactics.

This chapter introduces the concept of Complete CRM and all the terms and technologies that make it possible. You can then apply all that knowledge to your organization with confidence.

Bringing the R in CRM to the Forefront

Every organization is built on relationships. It doesn’t matter how big or small the company is, which industry it serves, or who you are in that organization ...

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