CRM Automation

Chapter 10. Creating Your CRM Business Case

A successful CRM initiative is based on a solid CRM Business Case. The Business Case is a critical document that describes the company's current customer relationship management processes, the desired state, how the company intends to integrate people, process, and technology to get to the desired state, the costs and expected return of the CRM initiative, the risks and mitigating factors associated with the initiative, the organizational/operational impact of the initiative, and CRM program metrics against which success/failure can be measured. The CRM Business Case is as relevant to one-off CRM projects as it is to multiple CRM projects within a CRM program.

A company that embarks upon a CRM initiative ...