Gartner Research

True CRM Demands Organizational Collaboration

Published: 09 February 2007

ID: G00145693

Analyst(s): Isher Kaila


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

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