CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfully—including identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time.
Written by senior CRM consultants, CRM Fundamentals includes plenty of detailed, useful advice to help you get the most value from your CRM investments and to avoid common pitfalls associated with CRM.

What you’ll learn
* The real issues surrounding implementation of CRM
* Processes, procedures and planning to make it work and on time
* An agile approach to creating a working CRM system
* Software and hardware suggestions for all levels of CRM implementation

Based on years of implementing CRM systems, the authors know the keys to success, the issues that can create problems and the steps needed to ensure the success of the project.

Who this book is for

This book is perfect for executives interested in launching a new CRM program or managing and evolving an existing one. CRM Fundamentals will also benefit project managers leading CRM system selection or implementation projects.

CRM基础知识对于负责管理客户关系管理（CRM）计划的管理人员和项目负责人来说是一个关键而全面的资源。它介绍了CRM及其如何为组织提供价值，并描述了成功构建和执行CRM路线图的过程，包括确定目标、安排合适的人员、规划项目、选择软件包和顾问、管理初始CRM实施，以及随着时间的推移对程序进行维护和改进。
由资深客户关系管理顾问撰写的《客户关系管理基础》包含大量详细、有用的建议，帮助您从客户关系管理投资中获得最大价值，并避免与客户关系管理相关的常见陷阱。
你将学到什么
*实施CRM的现实问题
*流程、程序和计划，以使其按时工作
*一种创建有效CRM系统的敏捷方法
*为各级CRM实施提供软件和硬件建议
基于多年实施CRM系统的经验，作者知道了成功的关键、可能产生问题的问题以及确保项目成功所需的步骤。
这本书是给谁的
这本书是完美的主管有兴趣推出一个新的客户关系管理计划或管理和发展现有的一个。CRM基础知识也将有助于项目经理领导CRM系统的选择或实施项目。