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For Application Development & Delivery Professionals

CRM Success Hinges On Effective Change Management

Continuous Improvement: The CRM Playbook

March 23, 2018


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This is the Continuous Improvement report in The CRM Playbook For 2020.

Why Read This Report

There's too much at stake for your CRM initiative to fail. CRM success depends on adoption, and failure results in underutilized investment and unmet business objectives that can put your revenue and profitability at stake. Driving adoption needs to be a top priority of any application development and delivery (AD&D) pro's CRM initiative, and getting there requires skills and resources to drive effective change management. This report defines the change management tactics that will make your project a success. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Change Management For CRM Is A Continuous Process
  • Prepare, Execute, And Reinforce Change For CRM Success
  • Plan For Measuring CRM Change Management Effectiveness
  • Recommendations

  • Use Forrester's Methods And Tools For CRM Success
  • Supplemental Material
  • Related Research Documents

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