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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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5.2. Developing Your CRM Strategy

The first major step in building a successful CRM program is Phase 1:

PHASE 1—DEVELOP A STRATEGY

There is no clearer early indicator of failure than starting (or maybe worse—finishing!) a CRM project without knowing where you are heading. This is the number one reason that CRM projects do not succeed. The no-plans approach usually results from the “quick-fix” or “silver bullet” mentality that is so common. Remember, it doesn't work that way—not for anybody—no matter what anyone promises you.

A strategic plan allows you to take the small steps that are more likely to be successful, while ensuring that each one takes you in the direction of your ultimate goal. Like sailing, we may have to tack in one direction ...

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