How do I define a CRM process? How do I apply the CRM methodology? I do not need to know the
theory, I need to know how use it.
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Hannah Smalltree, Editorial Director
you ask is a very, very broad question! I spend most of my work life helping companies
implement and execute CRM methodology and process. And the answer to the question of "how do I do
it?" depends on many, many things. These things include the companies industry, challenges, core
competencies, competitive pressures, whether they are business-to-consumer or business-to-business
marketers, etc.The best advice I can give you is to order a copy of "The 1 to1 Fieldbook" written by my company's founders and my mentors, Don Peppers, Dr. Martha Rogers and Bob Dorf. This book is light on theory and heavy on practicality, showing readers how to step-by-step develop a CRM process for their firm. Hope this helps!
This was first published in June 2003
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