As CRM moves from hype to reality, many mainstream organizations are finally biting the bullet and putting together a CRM strategy. It’s easy to say the word strategy, fairly easy to put together a strategy team, pretty easy to get buy-in that a strategy is needed and not too difficult to spell. However, the actual creation of the strategy is very elusive, and nailing the right deliverables, the right areas to investigate and the right approach is extremely difficult. This article provides a broad framework that many companies could use when embarking on such an initiative.
The drivers of creating a CRM strategy are varied. There are a handful of specific situations that propel organizations to develop a CRM strategy.
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