Q

Testing a CRM system

Have you got any advice on testing a CRM system?

Dear searchCRM Community Member,

I am responding to your question from the strategy perspective. For a technology perspective please address the same question to our technology experts.

The true test of any CRM system is in its capability to improve key CRM processes such as customer acquisition, development, management, care or loyalty. The two types of improvement opportunities that should be demonstrated are efficiency improvements (e.g., cost reduction), and effectiveness improvements (e.g., revenue increase). The CRM system should be demonstrated in this context to conclusively demonstrate its business impact. These tests will also provide the information needed to develop a business case for the next phases of the CRM development.

Thanks,

Arie Goldshlager

arie@agency.com

For more information, check out searchCRM's Best Web Links on Strategy and Planning.


This was first published in November 2001

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