ABSTRACT
Owners and investors can be an important source of capital, in return for which they expect growth in shareholder value. Given that CRM does not always yield an immediate return, their expectations may need to be managed. Employees are critical to the successful deployment of CRM. People design and implement the CRM strategy, and they use technology tactically. CRM cannot succeed without the ongoing commitment of people to the CRM vision, strategy and objectives, and their willingness to use the CRM toolkit.
