B. Senior managers’ understanding and support
Being supported, understood and committed by senior
managers is the key factor which CRM project can be
succeeded. When the project is carrying out, it will bring
negative influence if it is lack of managers’ support and
commitment. It is even harder just when the project start. In
order to get support and commitment, first of all, managers
must participate in this project at some degree, so that they
have certain understanding of project implementation. The
senior managers who are affected by CRM system should be
the project initiators or participants. They should pass
information, such as objective and business area, to related
units and people.