the three phases of CRM: acquiring, enhancing, and retaining customer
relationships.
4. What are some organizational challenges of implementing
CRM, and what are some next-generation CRM trends?
5. Test your comprehension of the principles in this module
by discussing ways to acquire new customer relationships and how to enhance and
retain existing relationships.
6. Define the next generation CRM infrastructure in terms of
integration of customer content, customer contact information, end-to-end
business processes, and the extended enterprise.
Issues to Consider
1. Of the five core CRM process competencies, do you believe
one is more critical than the others? Explain the reason for your response.
2. Cisco Systems changed the way it processes orders. What
was its old way and what is its new way? What were the drivers of this change?
What were the results?
