CRM Best Practices: The Framework For An Industry Renaissance

In association with
20th Mar 2006

In the past the industry and end user organisations have followed practices that have wasted investment and generated significant doubt regarding the value of the capabilities of CRM. Therefore, even if senior management were inclined to invest; the track record says this is a very dubious use of funds. The challenge of this situation is that senior management is both the impediment and the key to success. The reality is that senior management continues to view CRM as a technology issue as opposed to a business strategy and change management issue.

This white paper offers a perspective on the history or best practices and offers a framework for best practices that embraces the key leadership and organisational implications of CRM that ultimately define success. It potentially offers a rallying point that all sides can leverage to achieve the type of win-win that should be the cornerstone of the industry. By Glen S. Petersen, GSP & Associates GSP & Associates is a consulting organization dedicated to assisting organizations to achieve Growth Sustained Profitability. The company was founded by Glen S. Petersen, a pioneer and long time practitioner in the CRM industry. The focus of the company is to help organizations productively leverage the capabilities of CRM through the development of an effective foundation for the initiative.

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