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CRM Fundamentals

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CRM Fundamentals, 9781430235903 (143023590X), Apress, 2011

Many of you reading this book are about to embark on the journey of implementing customer relationship management (CRM) software within your organization; some of you are completely new to CRM, while others have been through a CRM implementation with varied success. This book was written to provide business leaders and stakeholders with a practical playbook that spells out an approach for a successful CRM project and program.

People often think that success with CRM starts and ends with purchasing the current popular application in the market; however, no matter the application (even with all of its cool bells and whistles), you still need to have the hard discussions about how your organization should be structured, what customer-facing processes should look like, and how all your processes should translate into the system in such a way that you effectively leverage all of the application’s great features. CRM is very easy to do poorly, and many fail to get value from their investment; in fact, when we’re introduced to a new client that has an existing CRM implementation, the most common pain points we observe are caused by poor implementation of the software (not the software itself). Don’t get us wrong—technology is certainly involved and will impact design considerations, and the software you choose will have certain advantages and also limitations. But the important thing to remember throughout this book is that the stakeholders involved, business process discussions, and modeling and design decisions are as important, if not more so, than the software itself.

CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfully—including identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time.  

Written by  senior CRM consultants, CRM Fundamentals includes plenty of detailed, useful advice to help you get the most value from your CRM investments and to avoid common pitfalls associated with CRM.

What you’ll learn

  • The real issues surrounding implementation of CRM
  • Processes, procedures and planning to make it work and on time
  • An agile approach to creating a working CRM system
  • Software and hardware suggestions for all levels of CRM implementation

Based on years of implementing CRM systems, the authors know the keys to success, the issues that can create problems and the steps needed to ensure the success of the project.

Who this book is for

This book is perfect for executives interested in launching a new CRM program or managing and evolving an existing one. CRM Fundamentals will also benefit project managers leading CRM system selection or implementation projects.

Table of Contents

  1. Introduction
  2. Components of CRM Success
  3. Building a CRM Roadmap
  4. Evaluating Software and Consultants 
  5. Planning the Initial CRM Implementation
  6. Executing the Initial CRM Implementation 
  7. Maintaining and Evolving CRM
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