CRM Automation

Metrics

Executives have been exposed to the CRM acronym for several years now and they are increasingly understanding what CRM means and what it can offer. Nonetheless, executives who will be funding a CRM system may not understand how the benefits of the CRM system will be realized. Executives therefore increasingly demand evidence that the CRM system will deliver on the promises espoused by CRM system proponents. In other words, it is increasingly important to devise metrics for the CRM system in the form of a CRM Business Case, in order that the CRM system will be sufficiently funded and supported over the course of the project. As described in the Chapter 10, “Creating Your CRM Business Case,” the CRM Business Case typically determines baselines ...