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.
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|
Get The Complete Guide to Accelerating Sales Force Performance now with O’Reilly online learning.
O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.