Keys to CRM Success

Before concluding this chapter, we should take one last look at the factors most important to assuring success with what will be a major investment and significant change to the firm s culture. As any firm constmcts and implements its CRM effort, there are key aspects that appear in all of the successful efforts we have researched, including these favorites  

Focus on business needs before technology implementation. When a firm introduces CRM without a clear connection to its business needs, it falls into a trap. The salespeople do not populate the database with the required customer information and other functions struggle to get data into a usable form for their needs. To be successful, the company must take the time to present the compelling business case behind the CRM effort and clearly articulate to the sales and service people involved in execution how the improved methodology will help them in the execution of their work. With the business needs identified and the objectives tied to personal benefits, the technology or software can be installed in a way that will assist the people and make more money for everyone. Without these ingredients, most efforts fail. 

The model described proceeds with a solid analysis of what could be in the effort for the customers, the firm, and those doing the 

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