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 Getting CRM Right: Are You Working From First Principles... Or Are You Paving The Cow Path?
Greg Glass and Warren Martin
Implementing CRM technology on the hoof and on top of out-moded ways of covering clients cements poor practice and lower revenues into your business.
Instead, project sponsors should specify CRM requirements from first principles; prescribing technology that supports the coverage workflows that are aligned with the capabilities and ambitions of the bank and, most important, your clients' definition of coverage quality.
This paper examines the characteristics of each of the three levels of CRM functionality and provides two frameworks - 3 Levels of CRM and Why Client Management Programs Fail - that provide a useful reference for program sponsors faced with the career-defining task of specifying CRM requirements for the bank.
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