9.3. Determining Component Scope
We know from Chapter 3 that our CRM infrastructure is made up of the four key components: information, process, technology, and people. That means that the project charter must include deliverables, milestones, and resources of these four components. If we define only the technology deliverables for a project, we will not be able to deliver successful results.
9.3.1. The Components
Each of these four components is critically important to CRM success. Let's review the importance of each one.
Information
Information is the raw material of CRM. Without information, there is no way to use automation to build and manage customer relationships. A web site that looks personalized (Welcome, Judy) but contains no information ...
Get Customer Relationship Management: Getting It Right! now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
