This paper doesn't push Customer Relationship Management (CRM) as a silver bullet solution - it's not. By its very nature a holistic approach to customer relationships has a long-term programme orientation. There are many papers available that present arguments suggesting that you can implement at speed. This article seeks to look beyond a specific CRM programme. To achieve both the short and longer term benefits organisations must identify and actively encourage the development of project and programme management competencies. These competencies must be absorbed into the very fabric and culture of the company.
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