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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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Chapter 19. Evaluating Project Results

We've completed building a piece of the infrastructure and reviewed the effectiveness of the development phase. Then we delivered the offer to the targeted customers and measured those results. Now it's time to evaluate the impact of the overall project. This is the transition step to beginning the next project. This is when we evaluate not only the results of the last project, but gather and analyze the information we need to decide what, if any, strategy corrections need to be made for the next project cycle. As you can see in Figure 19-1, we are taking the final transition step before we're ready to start the cycle all over again.

Figure 19-1. Evaluate Results

It's important to keep in mind that in any ...

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