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Crm Project Management Handbook: Building Realistic Expectations and Managing Risk

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Once you have bought into the concept of customer relationship management (CRM), how do you separate the practical and useful from the pie-in-the-sky to plan, scope and implement a project that delivers tangible results? With CRM project failure rates running as high as 80 per cent, anyone unable to answer this question stands every chance of becoming yet another accident statistic.

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Editorial Reviews

Alain Michael
Required reading for all operational managers.
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Product Details

  • ISBN-13: 9780749438982
  • Publisher: Kogan Page, Ltd.
  • Publication date: 12/28/2002
  • Edition description: New Edition
  • Pages: 227
  • Product dimensions: 6.26 (w) x 9.18 (h) x 0.51 (d)

Meet the Author

Michael Gentle is an international CRM consultant based in Paris, and has worked at major companies such as Apple Computer, GlaxoSmithKline, Cegetel, Worldcom International and the Bank of Tokyo.

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Table of Contents

List of abbreviations
Introduction 1
Pt. I Building a realistic foundation for CRM 5
1 Overhyped, overpriced and over here 7
2 CRM 101 - just the basics please 36
Pt. II Critical success factors for CRM 47
3 Organizational readiness for CRM 49
4 A valid business case, with measurable benefits 65
5 A credible and active executive sponsor 70
6 A realistic project scope 75
7 A realistic budget 75
8 Successfully managing international CRM projects 95
9 A pilot for proof-of-concept and buy-in 129
10 Buy-in from sales managers 141
Pt. III Risk factors for CRM 147
11 Risk factors 149
Pt. IV CRM risk analysis 167
12 Risk analysis 169
Pt. V Case studies 179
13 Case studies 181
References 221
Further reading 223
Index 225
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