Customer Relationship Management Systems Handbook

The Evolution of Customer Relations to CRM 33

to be preserved while integrating a stream of customer input. The objective

is to establish a dynamic product and service development process that can

adapt as quickly as the marketplace can change.

9. Learn through Action

Often, the transition to CRM strategies requires new skills and organizational

processes. An ideal learning process is to learn through action, by applying

new practices and processes, guided by experienced leaders.

This rapid deployment methodology enables companies to immediately

launch a range of sophisticated customer programs, relying on the resource-

fulness of their own staff, and to the extent needed, guidance from experienced

consultants. To optimize results, the work should be ...