However, although the technology is the tool for the development of philosophy, can never be allowed a CRM project in her hands. It is very important to stress that success in such projects have to take into account the four pillars of an enterprise: Strategy, People, Processes and Technology. These concepts are developed as follows:
- Strategy: Obviously, the implementation of CRM tools must be aligned with corporate strategy and in line of tactical and operational needs of the same. The correct process is that CRM is the answer to the requirements of the strategy in terms of customer relations and not to implant by force without being too consistent with it.
- People: The implementation of the technology is not enough. In the end, the results will come with the proper use they make of it people. It has to manage change in the culture of the organization seeking the total customer focus by all members. In this field, the technology is completely secondary and elements such as culture, training and internal communication are key tools.
- Process: We need to redefine the processes to optimize customer relationships, achieving more efficient and effective processes. In the end, any technology implementation is in the business processes, making them more profitable and flexible.
- Technology: It is also important to note that CRM solutions are available to organizations of all sizes and sectors, although clearly the solution needed in each case is different depending on their needs and resources.
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