Pivotal_COWP_CRMTheEssentialGuide

Pivotal_COWP_CRMTheEssentialGuide - CRM: THE ESSENTIAL...

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CRM: THE ESSENTIAL GUIDE Five Principles for CRM Success
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CRM: The Essential Guide | White Paper 1 Without customers, a company cannot survive. So it’s no surprise that customers influence the way companies in every industry conduct business. The challenge is how to effectively manage interactions to best serve customers and prospects while staying aligned with evolving business goals, including growth and profits. The customer-centric companies achieving the greatest success today use flexible customer relationship management (CRM) solutions to manage the customer-facing processes of their business and implement their customer-centric vision. This guide provides insight to help you take a more customer-centric view of your business. It walks you through how to weigh and consider your CRM options, answering questions such as: How can CRM address customer-facing processes unique to your industry? How can CRM work with your company’s specific business processes? What CRM capabilities are available that will help you keep pace with rapid changes in your business and market? How can CRM deliver quantifiable business results? Are there CRM implementation approaches that mitigate the expense and risk for your business? Companies need to take a strategic and informed approach to their customer relationships and CRM selection. Over the years, some companies have spent large sums on CRM only to have it fail to deliver the results they had hoped for. When CRM deployments do not meet expectations, it is often due to a lack of clear business strategy or executive sponsorship, poor technology fit, inadequate planning, or a combination of these factors. As explained in this paper, CRM is first and foremost a strategy, and CRM technology enables and supports this unique business strategy—not the other way around. To avoid common pitfalls, it’s important to be aware of this and other core CRM success principles discussed in this guide. INTRODUCTION
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CRM: The Essential Guide | White Paper 2 With an ever-increasing number of factors to consider in CRM system selection, it can be difficult to navigate technology options with confidence. One of the best ways to learn how to achieve CRM success is to look at how other companies have made it work for them. Our customers and prospects continually provide us with insight that we’ve used to refine our CRM solutions to better fit their needs. With the complexity of CRM system evaluation in mind, we’ve gathered a combination of our customers’ success stories, research, and our own CRM insights (gathered across more than 2,000 implementation experiences) to create this guide to help companies like yours take a considered approach to CRM evaluation, informed by real-world success.
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Pivotal_COWP_CRMTheEssentialGuide - CRM: THE ESSENTIAL...

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