Getting a Grip on CRM

Cleaning up data is also an issue in most CRM implementations. One ofthe things that everybody tells you but that you dont believe untilyou get there is that your data integrity is always worse than youever imagined, says Sommerville. You are making some data visible thathas not been visible before, so you get a chance to see how bad itreally is.

In the end, succeeding at CRM comes down to having a cohesivelong-term vision but taking your time about getting there, allowingtime to build support, doing the work properly and managing change asyou go.

And keep in mind the need for flexibility as your CRM initiativematures. As Frank Erschen says, This is a journey. You might have tomake adjustments to your journey along the way.