Realizing Business Benefits Through CRM: Hitting the Right Target in the Right Way.

Abstract

Many companies are in the early stages of implementing customer relation-ship management (CRM). Although CRM promises increased revenues, profits, and customer service, companies face potential failure because of the complex technical and organizational issues involved. Our research on CRM, and six company experiences in particular, illustrate three CRM ¡°targets¡± that companies aim for: implement a single or a few applications, create a strong infrastructure to support CRM, or use CRM to trans-form the organization. These targets have very different impacts and different challenges, as reflected in six lessons: They differ on both costs and benefits; sponsorship varies; each suggests a different evolution for a CRM effort; prepare to get your hands dirty in cleaning the data; ensure that the architecture will scale; and you can (sometimes!) teach old dogs new tricks.

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