Gartner Research

True CRM Demands Organizational Collaboration

Published: 09 February 2007

ID: G00145693

Analyst(s): Isher Kaila

Summary

Effective CRM requires a high degree of change to organizational culture, behavior and collaboration. Without the ability of the enterprise to align its resources to CRM strategy and vision, the risks of project failure are high.

Table Of Contents
  • Overview
  • Preconditions for Successful Organizational Collaboration
  • Best Practices for Achieving Consistent Organizational Collaboration
    • Align Your Organizational Structure With Customer Intent
    • Build Customer-Centric Understanding Within the Enterprise
    • Go Beyond Good Customer Service
    • Focus Inward as Well as Outward
    • Choose the Right Incentives
    • Create the Environment for Collaboration
    • Manage CRM Expectations to Get Buy-In
    • Manage Change Early and Often
    • Communicate Objectives and Performance Achievements
    • Monitor and Enhance Staff Satisfaction

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.