Phase 1: Develop the CRM Strategy
CRM strategy can be defined as follows:
CRM strategy is a high-level plan of action that aligns people,
processes and technology to achieve customer-related goals.
Situation analysis
Development of the CRM strategy starts with a situation
analysis. This analysis set out to describe, understand and
appraise the company’s current customer strategy. It helps to
have an organizing framework to guide your analysis. The
comprehensive models of CRM that are described in Chapter 1
might be helpful.