ABSTRACT
It’s fairly easy to put together a committed CRM team, and with a good business case, it’s not too difficult to get the executive suite’s buy-in for a CRM initiative; yet the actual creation o f a CRM strategy can be quite elusive. Nevertheless, the benefits o f a well-developed CRM strategy — increased sales, new ways to differentiate the company and its product in the marketplace, the ability
to absorb new business methods (i.e. the Internet) — add substance to the cost sav ings used to support most CRM initiatives.
