CRM, Success, and Best Practices: A Wake Up Call
Part Two: Modeling Success with Senior Management and CRM Culture
Glen S. Petersen - October 22, 2004

Review

In the previous article of this series, it was established that customer relationship management (CRM) is an industry where the technology has outpaced the sophistication of the user community to properly utilize the tools; particularly in the sense of enterprise deployment. Specifically, several statistically-based studies consistently identified a relationship regarding the existence of a coherent CRM strategy with success. Currently, the industry is operating with a sense of best practices that focus attention on deployment methodologies that are necessary, but not correlated with success. Thus, a new framework is needed to address these findings. This final article in the two-part series on CRM and best practices will introduce a best practices model. It will address strategy and organizational aspects of CRM. It will highlight deployment practices and will integrate these into a self-assessment format. The interactive assessment will be presented at the end of this article...