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CRM implementation failures are often attributed to faults in the business case and more specifically in the business case not being realized. Experiences across CRM implementations, suggests that the fault lies in the extent to which the business case is used to drive the downstream implementation. A subtle change in the approach to CRM implementations to bring in a focus to business value realization would address the business myopia that exists in most CRM implementation methodologies. This paper talks about some of the most visible reasons contributing to failure in business case realization. Furthermore it suggests simple & specific changes to various phases of traditional CRM implementation methodologies to ensure alignment of the implementation to the business case.
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