CRM GARTNER_2003 - Gartner Entire contents © 2003 Gartner,...

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Unformatted text preview: Gartner Entire contents © 2003 Gartner, Inc. All rights reserved. Reproduction of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The reader assumes sole responsibility for the selection of these materials to achieve its intended results. The opinions expressed herein are subject to change without notice. R-20-1330 J. Galvin, T. Berg Strategic Analysis Report 23 June 2003 CRM Business Transformation: More Than Just Technology The pursuit of customer relationship management initiatives has led many enterprises to invest in technology alone. This report details the other aspects of business that must be addressed. Management Summary The beacon of executive leadership, which is required for customer relationship management (CRM) initiatives, must show the way if the enterprise is to complete the CRM voyage safely. Senior sales, marketing and customer service executives must make many key decisions to navigate the troubled waters of CRM initiatives successfully. Executives must avoid the state of inaction that plagues almost 25 percent of the Global 1000. Through year-end 2004, those enterprises will lie at anchor and watch as competitors speed by to capture the benefits that CRM transformation will bring. As they journey on, many enterprises will run into project threats that, if not faced with understanding and courage, will lead to project failures. This Strategic Analysis Report examines these threats and offers enterprises advice on how to face them. In doing so, this report addresses the following Key Issues: • What is the role of business leadership in CRM initiatives? • How will business leaders determine the requirements for the technology to be deployed and developed? • What will comprise a successful business execution strategy to prepare the enterprise to embrace technology? CRM Business Transformation: More Than Just Technology Copyright 2003 R-20-1330 23 June 2003 2 CRM Business Transformation: More Than Just Technology Copyright 2003 R-20-1330 23 June 2003 3 CONTENTS 1.0 Introduction................................................................................................................................5 1.1 Key CRM Trends ........................................................................................................................5 2.0 The Importance of Alignment....................................................................................................5 2.1 CRM Investments.......................................................................................................................6 2.2 Leadership Gaps........................................................................................................................7Leadership Gaps....
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This note was uploaded on 03/12/2010 for the course ECON CRM taught by Professor Prof during the Spring '10 term at École Normale Supérieure.

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CRM GARTNER_2003 - Gartner Entire contents © 2003 Gartner,...

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