People are the fourth component of our CRM infrastructure, which is by far the most difficult of the four to manage. This is also the most critical of the components, but one that is often overlooked in the rush to begin a CRM program quickly. (After all, technology will fix everything anyway, right?) The people component is about changing the behavior of the people who interact with customers either directly or indirectly. We're not going to try to engineer people; instead, the people component is about engineering change. And for that, we are going to develop and follow a plan.