Increased Executive Attention
There has been a noticeable change among top management over the past year vis-à-vis their desire to get or keep CRM initiatives going within their company, to engage their customers in the process, and to extend their efforts out to both partners and suppliers. I have done a lot of thinking as to why this has been the case and have come up with a few reasons:
The CRM value proposition (described in Chapter 10, “Creating Your CRM Business Case”) is strong, relevant, and convincing.
There are many “best-in-class” companies that have been very successful implementing CRM (e.g., Cisco, Dell) who are telling their stories to public audiences and magazines.
Executives are feeling the impact of successful CRM initiatives, ...
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