This book provides clarity and guidance on effective strategy, implementation and management of CRM. It explores both the conceptual and cultural context of CRM initiatives along with the particulars of CRM system implementation and management. In order to provide this clarity, it surveyed the existing academic publications surrounding CRM, sales force automation, and related topics within information systems literature. The book supplements this research with insights from CRM experts to provide a robust picture of the CRM landscape and how to improve it no matter what role you play within your organization. This book is for everyone who wants to achieve CRM success.

part I|87 pages


chapter 1|12 pages

There’s Something about CRM

chapter 2|11 pages

Salesperson Resistance

chapter 3|20 pages

Culture of Success

chapter 4|10 pages

Understanding CRM Adoption

chapter 5|9 pages

Business–IT Alignment

chapter 6|10 pages

Positioning the Technology Division

chapter 7|11 pages

Developing a CRM Governance Model

part II|57 pages


chapter 8|9 pages

Partners, Vendors, and Hosted Solutions

chapter 9|9 pages

The Business Analysis Function

chapter 10|8 pages

The Customization Debate

chapter 11|7 pages


chapter 12|13 pages

Keeping the Mind in Mind

chapter 13|5 pages

Understanding User Involvement

part III|65 pages


chapter 14|13 pages

User Education

chapter 15|9 pages

Big Data, Stewardship, and Analytics

chapter 16|9 pages


chapter 17|7 pages

Extended and Postadoptive Use

chapter 18|6 pages

Ongoing and Future Initiatives

chapter 19|15 pages

Making CRM Successful