A review of the article "Avoid the Four Perils of CRM" by Darrell K. Rigby, Frederick F. Reichheld and Phil Schefter.
Written in 2007; 869 words; 0 sources; $ 30.95
Paper Summary:
This paper examines how, in the article, "Avoid the Four Perils of CRM" , authors Darrell K. Rigby, Frederick F. Reichheld and Phil Schefter provide insightful analysis and guidance from their collective experience advising companies on how to augment their marketing, selling and service strategies more effectively using customer relationship management (CRM) software. It looks at how the authors collectively concur that the need for companies to first define their strategies and the processes required to accomplish their goals is the first step to effectively layering in CRM as an IT investment.
From the Paper:
"The four perils the authors mention include implementing CRM before creating a customer strategy, rolling out CRM before changing your organization to match, assuming the more CRM technology the better, and stalking, not wooing your customers. These four perils all either directly or indirectly relate to change management, a key lesson the authors expand upon in their examples of how CRM implementations can typically fail. An excellent insight from the article is that the mere automating of customer-facing processes does not guarantee success of a strategy; in fact this is another point of failure. "
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