The CRM Project Management Handbook: Building Realistic Expectations and Managing Risk
- 3h 52m
- Michael Gentle
- Kogan Page
- 2002
Once you have bought into the concept of customer relationship management, 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 percent, anyone unable to answer this question stands every chance of becoming yet another accident statistic.
In a clear, engaging style, Michael Gentle stresses a back-to-basics approach that favours tactical rather than strategic CRM. He identifies the common stumbling blocks that threaten all CRM projects, regardless of vendor, product or technology, and proposes practical solutions to get round them. He identifies critical success factors and risk factors, and features a range of case studies (both successes and failures) and a 40-question risk analysis.
Subjects covered include:
- whether you should even be launching a project;
- building a realistic foundation for CRM;
- establishing a realistic budget;
- ensuring commitment from both management and users;
- coping with organizational change and company politics;
- managing international CRM projects while recognizing local realities.
About the Author
Michael Gentle is an international consultant based in Paris. He has been managing CRM, sales and marketing projects since 1993, from strategy through to delivery, and has witnessed multi-million-dollar failures and spectacular successes. He has extensive international experience across Europe, the United States, Canada and Asia Pacific, and has worked at major companies such as Apple Computer, GlaxoSmithKline, Cegetel, WorldCom International and the Bank of Tokyo.
He has been a regular guest columnist in the computer press for the past 10 years, both in the United States (Computerworld, iSeries NEWS) and in France (01 Informatique).
He has a degree in mechanical engineering, with further studies in aerospace and computer science.
In this Book
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The CRM Project Management Handbook—Building Realistic Expectations and Managing Risk
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Introduction
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Overhyped, Overpriced and Over Here
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CRM 101 – Just the Basics Please
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Organizational Readiness for CRM
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A Valid Business Case, with Measurable Benefits
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A Credible and Active Executive Sponsor
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A Realistic Project Scope
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A Realistic Budget
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Successfully Managing International CRM Projects
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A Pilot for Proof-of-Concept and Buy-in
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Buy-in from Sales Managers
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Risk Factors
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Risk Analysis
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Case Studies
