As the responses role in from the survey in my November column, I’ll put my two cents in on what I would like to see from my articles in 2001. Last year, I did the "year in review for CRM," so, this time around, I’ll switch gears and try to make some guesses as to what we’ll see during the next year.
Much has been written and talked about the fact that CRM is more than just technology, it is a business strategy that touches all parts of the organization. Beyond marketing and IT, CRM embeds itself in all of the functions, roles and responsibilities within the organization. CRM involves change. People are typically not very good with change. Sometimes it’s simply resistance and, sometimes, it just looks hard.
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