Chapter NineManaging Your CRM Project

These days it’s practically routine to pick up an industry trade magazine featuring a CRM case study on page 1. Somewhere amidst the paragraph about the company’s new customer loyalty program and the part about sales uplift increasing 200 percent, you’ll find a sentence or two describing implementation.

No, CRM development isn’t sexy, and yes, it’s fraught with hazards from technology glitches to hiring freezes, but it’s the hub in the CRM wheel when it comes to ensuring a smooth rollout. The snazziest end-user interface and most enthusiastic marketing staff will never compensate for the CRM system that doesn’t do what it’s supposed to. Not to put too fine a point on it, the implementation project is a ...

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