Nine Steps to Successful CRM Design and Implementation

The process shown in Figure 13-9 can be used to design and implement a CRM system.

Figure 13-9. CRM Design and Implementation Steps.

The entire design and implementation process has three linked goals. First, the solution has to meet the firm's business needs. For example, a firm may use the CRM system to facilitate the transition to a team-based selling approach, in which customer representatives, technical specialists, and service personnel collaborate on acquiring and serving customers. Or, a firm may use the CRM system to make salespeople more productive through better targeting. Second, ...

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