Rex

Key Questions: fficeffice" />

• What is our strategy for improving long-term profitability of customers?
• How does CRM relate to our corporate strategy?
• What are our targets and overall business plan for improved performance through CRM methodology and process?
• Is there senior executive support for investment in CRM?
• Do we understand the three-dimensions of CRM (people, processes and technology)?

Whatever its scale, every CRM project has three dimensions: people, processes and technology. A classic mistake is to view CRM simply as a technology project and to underestimate the scope of the process and cultural changes involved. There are implications for the organization, for processes, for IT infrastructure, segmentation and measurement of customer value, focused organization benefit/team building projects will maximize the chances of success.

Rex

Begin with a clear set of goals and objectives against which results can be measured. CRM should be viewed as a strategic response to a set of business needs. In practical terms, the business plan should specify CRM’s contribution, defined in terms of competitive positioning, customer profitability and related business opportunities. It helps if there is already a strategic mandate encouraging a customer focused approach to business. fficeffice" />