ABSTRACT
This chapter discusses the five major phases of a CRM implementation, and the processes and tools that are useful to ensure that CRM projects deliver what is expected of them. The key phases are 1. Develop the CRM strategy; 2. Build the CRM project foundations; 3. Needs specification and partner selection; 4. Project implementation, and 5. Performance evaluation. CRM projects vary in scope, duration, and cost, but it is always important to be clear about what business outcomes are desired, and to measure the performance of the CRM implementation accordingly. By following these steps, the CRM implementation has a greater chance of success than those that don’t follow these steps.
