CRM Objectives and Opportunities

The objectives of any CRM project fall into two broad areas: enhancing effectiveness and improving efficiency. Effectiveness improvements focus on increasing the top line, whereas efficiency improvements streamline processes to reduce cycle times and costs.

Figure 13-5. CRM Risk: Implementation Failure.
General Reasons
  • The project objectives are fuzzy or continually changing.

  • CRM project managers are technology-focused and not business-focused.

  • Measurable business benefits are nonexistent or overestimated.

  • Costs and effort levels are severely underestimated.

Does Not Work
  • It's the first implementation of a new technology, and the pieces do not work at the scale needed in an actual implementation.

  • The effort needed is ...

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