This book is for organisations that implemented a CRM that didn’t go well. They are unsatisfied about the solution and they are thinking about changing it. This is because newbies are often unaware, and they need to make a lot of mistakes to learn. The good thing is that after mistakes we get aware that we need to approach things differently.
This book is for organisations that want to bridge the gap between information technology tools and the CRM logic. To those who already know how technology can unleash its potential when it is driven by a know-why.
Readers who need to clarify how to make the best out of a CRM implementation project will find the link with the logic behind the “how” to ease the relationships with stakeholders.
Design it before starting to decide the tech solution may pave the way for a smoother implementation.
We believe that the CRM industry has the mission to support businesses in exploiting their capabilities boosting customer experience to delight the people they serve.
I’m just a businessman, not a writer. Even though I wrote quite extensively I’m neither a guy from the academy nor a writer. My experience is on the execution. I’m a man of doing: I first consider what works then why and how it works. The theory behind things has then helped me to deeply understand what works and why.
I believe my approach can help those who are interested to learn more about CRM but are not keen to read much about its theory.
What I would like to achieve with this book is to inspire entrepreneurs and managers in using the CRM in a more aware, confident and successful way. Avoid the trap of being sold a solution that “empowers your team as never before” or “shot your business on the moon”. Be able to make informed decision making, lead the outsourcing providers better and rely on correct expectations.