ABSTRACT
B efore giving the green light to a CRM project, executive boards require a compelling business case to support the economic benefits o f a CRM sys tem. Any major CRM investment must have specific financial goals that
can be achieved relative to the current state. CRM projects are typically complex since they affect major areas within a cor
poration. CRM cuts across all functions o f a business — from the marketing divi sion through to sales and customer service, dispatch and more.
