This evolution of CRM, of course, means both an expansion and alteration of the technical aspects of CRM. But also, it means managing the behavioral and cultural change involved with moving from historically transactional CRM models into a true culture of engagement.
This white paper provides some best practices fro identifying the right people and processes integral to managing organizational change. By securing proper buy-in, project champions and creating proper modeling, the final phase of a change management project - the technology deployment - becomes far more successful and provides greater return on investment.
Phil Muncaster reports on China and beyond