8.3. Collecting Data

Let's take a closer look at how to use each of the data collection tools that help us find answers to our three strategic questions. Even though the customer must be the central focus of our CRM planning, we will not start by collecting information from customers. Instead, we will begin our assessment effort with the internal interviews. We start here for several reasons:

  • Time: It's the easiest place to start so we can get going quickly.

  • Cost: It's important to understand your company's current vision of CRM and how it aligns with the organizational direction before you start spending the money to assess customers and competitors.

  • Scope: You first need to know what your company identifies as your CRM focus, and then find out ...

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