By Gale Group
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26 G A L E E - C O M M E R C E S O U R C E B O O K time developing adequate Web-based customer service for this new touch point. If an existing customer decides to make a purchase via a company’s Web site, a negative experience with the site could drive the customer away from the company altogether. Similarly, customers unhappy with how a company responds to an e-mail message might decide to contact a rival company instead. This concern typically affects bricks-and-mortar businesses venturing online for the first time.
2, 238. ———. ’’ Journal of Public Policy & Marketing, spring 2000, Vol. 19, no. 1, 1. , and Ana Fernandez. ’’ Journal of Public Policy & Marketing, spring 2000, Vol. 19, no. 1, 54. Phelps, Joseph, Glen Nowak, and Elizabeth Ferrell. ’’ Journal of Public Policy & Marketing, spring 2000, Vol. 19, no. 1, 27. htm. Sheehan, Kim Bartel, and Mariea Grubbs Hoy. ’’ Journal of Public Policy & Marketing, spring 2000, Vol. 19, no. 1, 62. Volokh, Eugene. ’’ Hearing on Privacy in the Commercial World. Subcommittee on Commerce, Trade, and Consumer Protection, Federal Document Clearing House, 2001.
T Establish who the decision-makers will be in the CRM process. T Plan for change management, including how and when employees and clients will be introduced to the new system, training, and demonstration of the system’s benefits. T Optimize network architecture for CRM applications. T Finally, select a vendor. VENDORS AND DEPLOYMENT Many early CRM failures were due to simply selecting the wrong vendor. According to a Gartner/ Dataquest survey at the beginning of 2002 and reported in CRMDaily, the top two criteria in selecting a CRM consultant/vendor were an established track record and speed to solution.