A strategic approach for successful CRM: A European perspective

This paper presents a strategic approach to CRM as it is evolving within the European context. While there are many similarities to the North American experience, a new framework is presented giving managers a roadmap for integrating CRM into their own corporate philosophy. The framework is represented by a diamond in which four core CRM activities are positioned within the vision defining the stance the organization takes with regard to CRM, and the basic technical/cultural context of the organization. A three- stage project approach to implementation is presented that identifies the activities and timelines required for the successful implementation of CRM initiatives.