Getting a Grip on CRM

Getting The Business On Board

To succeed, CRM needs not just the backing of top management but alsosupport throughout the organization. On the CRMAs list of top 10 CRMissues, number one was the difficulty of instituting acustomer-centric culture, and number two was difficulty sustainingintegration and collaboration through the initiative.

Whenever you implement a technology of this magnitude you always seemto run into hurdles, says Baxters Doug Sommerville. I think one of thebiggest hurdles is having the business understand what the technicalside is capable of doing.

He adds that if he had it to do again, he would have emphasizedearlier training for the technical and business teams on the system.