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

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5.3. Building a CRM Component

CRM is neither a silver bullet nor a magic wand. It takes careful planning and management to be in a position to successfully.

PHASE 2—BUILD THE INFRASTRUCTURE

Many quick-fix specialists believe that you can just “do CRM”! Just get Information Technology to build a web site personalization capability. Forget that you don't have any customer knowledge to decide what to do for whom. Part 3 of this book is devoted to understanding in detail what it takes to develop the infrastructure that is a required to enable an integrated and successful CRM program. Here, we will just review the method.

5.3.1. Process Steps

The development process steps will be used to manage efforts in each of the components of the infrastructure ...

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