E-MailImplementing CRM Solutions Without Developing Indigestion
If you are charged with selecting or implementing a CRM solution for your organization, it is imperative that you understand the business drivers that propel this application area. Recent journal and magazine articles gloss over the CRM business drivers with sound bites such as "the age of the never satisfied customer," or "The Network Economy driver," and so on. Most of these articles seem to have a standard opening: "It is more about the business than technology." While it risks becoming a cliché, this statement has never been truer than when dealing with the CRM area. The CRM solution space is big and growing. The vendor hype, frequent vendor consolidation, and the mistaken notion that CRM solutions have to be Web enabled make it extremely difficult to make CRM choices. As a manager of one credit card company put it, "CRM is like eating a big elephant. It's hard to know where to take the first bite."1
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