Tips for a CRM business case

If you’re planning a change programme to manage customer relationships it is important to have a clear business case.  These are the things your business case should cover:

  1. Identify the problem you’re trying to fix – this could be an unrealised business opporutnity, improvements to efficiency or productivity, improved control and governance or increasing customer lifetime value, etc
  2. Tell a story to describe the future state both within the organisation and for customers when the goal is reached
  3. The implications of doing nothing, and an alternative option (other than a CRM programme) to solve the challange
  4. Quantified benefits of delivering the change
  5. A handful of key metrics that can be monitoried throughout the change programme
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