6.1. Creating a CRM Culture

Many companies have cultures that don't support CRM. Entrepreneurial-style companies usually promote a high degree of organizational independence (read “separate silos”). Product-centered cultures virtually ignore customers and make decisions based on what they have bought instead of who they are. These cultures create difficulties for building cross-organizational and customer-centered programs like CRM. Changing the whole culture of an organization is far beyond the scope of a CRM program. But we can hope to change some behaviors through training and education and by creating new metrics and rewards.

6.1.1. Change Management

Hey, change happens! We all understand that we have to adapt to change or we'll end up in ...

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