Chapter 4. CRM Strategy Formulation
Companies too often embark upon their CRM initiative without having a clear vision of where they want to go, and how they intend to get there. Needless to say, these companies are the ones that end up reporting CRM implementation results “below user expectation.” Any surprise?
There also is a minority of companies that take their time to properly set CRM vision and utilize a structured methodology to create and realize their CRM strategy. These companies tend to be ones that report CRM implementation results that “exceed user expectation.”
What follows is a 10-step approach to formulate CRM strategy. Some companies may already have embarked on or even accomplished one or more of these steps, and thus may not ...
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