Management must understand the impl

Management must understand the implementation of CRM to:
„Striking a balance on how they use resources to market the most valuable customer segments.
„Distinguishing themselves through customer interactions that support a branded customer experience.
„Pumping up sales productivity by mapping processes to new technologies.
„Setting sales goals and establishing rewards for meeting them; compensating the sales team consistently.
„Narrowing the gap between customer expectations and the actual service experience.
„Using analytical tools to gain a deeper understanding of the actual intentions of customers in their own words.
†IT management needs to understand business and focus on what IT can do to support the business to achieve its business objective.

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