Enterprise Software

Change The Information Flow, Change The Company

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Executive Summary

Implementing CRM requires changing customer information flow. But you can't just change information flow by itself, because information flow is tied at the hip to the workflow it supports. Changing one is meaningless without changing the other. And when you change workflow, which defines who does what job when? you almost inevitably change the roles and responsibilities of entire functional departments, including their leaders. To say it another way, for emphasis, carrying out customer-centric strategies requires changing information flow, which triggers workflow changes, which in turn triggers organizational changes. As you can see, that's a heap of unintended consequences caused by adopting customer-centric strategies and implementing CRM.

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