Infrastructure Slideshow: CRM Evaluation: Four Tough Questions to Ask

By Dennis McCafferty  |  Posted 04-12-2011

CRM Evaluation: Four Tough Questions to Ask

1. Is it strategic?

CRM Evaluation: Four Tough Questions to Ask

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Too many perceive CRM as a tool to "buff around the edges" on company performance. Instead, it must be applied only to processes vital to organizational competitiveness.

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2. How do we avoid "the hurt"?

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Attempting to immediately launch CRM systems to do everything - manage initial purchases, after-sales service, subsequent purchases, etc. - often leads to unused tech capacity, business disruptions and/or failed payback. Start small. Build upon successes.

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3. Do we need perfect data?

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Perfect data in real time is expensive and not always necessary. Distinguish between data that must be bullet-proof and that which can be just good enough.

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4. Where do we go from here?

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There's no such thing as putting CRM tools on autopilot. You need to constantly examine the data produced to identify new opportunities to extend the technology's power.

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