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

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9.3. Determining Component Scope

We know from Chapter 3 that our CRM infrastructure is made up of the four key components: information, process, technology, and people. That means that the project charter must include deliverables, milestones, and resources of these four components. If we define only the technology deliverables for a project, we will not be able to deliver successful results.

9.3.1. The Components

Each of these four components is critically important to CRM success. Let's review the importance of each one.

Information

Information is the raw material of CRM. Without information, there is no way to use automation to build and manage customer relationships. A web site that looks personalized (Welcome, Judy) but contains no information ...

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