ABSTRACT
This chapter examines how organizational dynamics impact, both positively and negatively, the CRM initiative. The chapter is intended to raise awareness of those areas to be addressed when contemplating implementation of a CRM environment or just performing an evaluation of a current CRM initiative. Each area mentioned could itself be the topic of several chapters, so depth is limited. The reader will soon determine that people, organizational structures, and value chain relationships are areas that precipitate the largest challenges when discussing CRM initiatives. CRM technology solutions alone are, with few exceptions, a proven commodity that, if implemented and maintained properly, are not a major cause for concern from a performance perspective. Technology can become a concern, however, if the other dimensions are not optimally managed. This does not make light of the complexity of CRM technology, but most CRM technology solutions are optimal if used appropriately. The chapter concludes with a table that suggests approaches to implementing and maintaining CRM implementation. This table is intended to provide the reader with an overall perspective of areas to be considered and is not intended to be an all-inclusive implementation plan. Specific technology issues are discussed later in the text.
