CRM Fundamentals

Purpose of this Book

This book is intended as a resource for anyone charged with leading or participating in a CRM program at their organization. Our objective is to provide a solid grounding in the value of CRM, to outline the components that make up a successful CRM program, and to detail the steps required to successfully launch it. We have purposefully avoided going into depth on individual CRM applications, or the technology elements of CRM. There are a profusion of books available on the ins and outs of individual CRM applications that can help your administration team be more effective. We wanted a book to equip a non-technical executive with the information to put the pieces of a CRM program together, avoid common pitfalls, and choose ...