CRM Fundamentals

Summary

The components of a successful CRM program fall into three categories: people, processes, and technology.

• In the people category, there are a host of important roles. Most important are the executive sponsor, who acts as the leader of the program and must set the direction and keep everyone else moving forward, and the departmental champions, who keep their teams engaged and channel their feedback to the CRM administration team.
• Process has a dual meaning in the context of CRM; there are a host of business processes that can be enhanced and supported with the CRM application, and then there are a set of operational processes that must be put into place to manage the CRM program. Designing these operational processes is an important step ...