ABSTRACT
This chapter looks at the five major phases of a Customer Relationship Management (CRM) implementation, and the processes and tools that can be used within those phases to ensure that CRM projects deliver what is expected of them. These are Develop the CRM strategy, Build CRM project foundations, Needs specification and partner selection, Project implementation and Performance evaluation. For most organizations, CRM is a comprehensive change program that seeks to move a company’s focus from the products it sells to creating value for and from its customers. Too often, CRM starts with its most visible expensive asset, a software-based solution. The CRM vision might be senior management’s perspective based on what they learned from the education process, or it could be the product of a wider visioning process that engages more members of the company, and perhaps even customers and partners.
