Chapter SevenPlanning Your CRM Program

Planning a CRM program can be as simple as building consensus over a series of meetings with key stakeholders who all have a vested interest in keeping customers. Or it can be as complex as launching a multi-month project to gather requirements from across the company, interview stakeholders, and draft a game plan—working with staff members who might not have ever heard of CRM. Whatever its scope, planning a CRM program is rarely as straightforward as it first seems.

CRM engenders business change, and business change isn’t just a by-product of CRM—it’s one of the goals. Trouble is, many managers consider change to be a simple signature on a statement of work or even a mere “yes.” But change isn’t just a ...

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