Some organizations spend months of staff resources attempting to justify the initial data warehouse and subsequent CRM solution expenditures, and then become complacent, immersed in the technology and its projects. When the usage grows and the system grinds to a halt, corporate management may challenge requests for more capacity. This issue can be addressed by following a proven development path, which includes the following key elements:
- Pay close attention to the business objectives
- Use periodic reviews to ensure that the CRM solution continues to meet objectives
A Gradual Process
There is a tendency for some vendors and consultants of software solutions to focus on CRM as a ‘trans-organizational strategy,’ requiring immediate commitment throughout the organization and rapid re-engineering of processes and philosophies to make the customer the focus of all activities. In reality, in many cases the CRM process will be more readily accepted by organizations if the process is a more gradual one, building from a series of data marts to an enterprise-wide data warehouse and CRM solution.
This methodology is highly recommended for those organizations that are just embarking on a CRM solution, as opposed to those companies that have already installed a data warehouse, or have already tested the waters with a data mart, and are now prepared to embark on a corporate-wide CRM strategy.
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