Published: 07 May 2001
Analyst(s): Wendy S. Close, Beth L. Eisenfeld, Tom Berg, Mitchell R. Nitzan, Colleen Amuso, Gareth Herschel, Ed Thompson
Management Summary Customer relationship management (CRM) is defined by Gartner as a customer-focused business strategy designed to optimize profitability, revenue and customer satisfaction. To realize CRM, organizations must implement collaborative enterprise processes and technologies that support customer interactions throughout all channels. Gartner has written extensively about requests for information (RFIs) and requests for proposal (RFPs). However, the purpose of this Strategic Analysis Report is to define a CRM software evaluation framework, and then focus specifically on how to evaluate and select CRM vendors using an RFP specific for CRM initiatives. This report is the first in a series and describes how to construct an RFP for CRM. It presents a corresponding RFP evaluation template for the RFP and RFI, rather than providing details of the differences between them. All enterprises pursuing CRM should review the requirements matrix and questionnaire included in this report, as these are general requirements that span the three domains of CRM. Templates of pro forma requirements for the other three domains of CRM are available in the following companion reports: o "CRM RFP Pro Forma Requirements Template for Sales" o "CRM RFP Pro Forma Requirements Template for Marketing" o "CRM RFP Pro Forma Requirements Template for Customer Service and Support" However, not all enterprises need to use all four requirement reports. As CRM software is implemented tactically, selecting the appropriate requirements criteria should be a higher priority than providing complete or exhaustive CRM requirements to vendors whose products are outside the scope of the current project. This is why it is important to understand the vendor's overall vision and viability while evaluating a vendor's products for the specific tactical implementation at hand. At present, no vendor meets Gartner's expectations for requirements across all the functional domains of CRM...
Guiding Principles on Independence and Objectivity.