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

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23.2. Knowing What a Successful CRM Program Looks Like

Customer Relationship Management is not a piece of software; it's an entire discipline. Hence, a successful CRM program must involve all aspects of how your company interacts with its customers. This frightens many, but the size is easily scalable as long as you understand all the steps that are necessary to deliver success for each of the four CRM components.

23.2.1. CRM Program Life Cycle

The CRM program life cycle that was introduced in Chapter 5 breaks down every CRM program into a series of projects having four major steps. Figure 23-3 will remind you of these four phases of the life cycle and the four transition points that help move the project from one phase to the next.

Figure 23-3. ...

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