CRM Automation

I. Executive Summary

CRM program background

Provides the reasons for launching the initiative, current business issues that CRM is likely to address, and the impact that CRM is likely to have both internally as well as for customers.

CRM value proposition

Describes which CRM value proposition components are applicable for the CRM program and offers measurable program impact. The CRM value proposition is based in large part on metrics identified and described below.

In addition to the CRM program background and the CRM value proposition, the Executive Summary section of the CRM Business Case will include:

Initial project scope and timetable

Provides high-level goals, milestones, and dates associated with successful implementation of the CRM initiative. ...