TABLE OF CONTENTS
Acknowledgements III
Introduction 1
I. Understanding CRM
History 13
Technology 27
Opportunity 53
II. Misunderstanding CRM
Misunderstanding #1 CRM = Software 85
Misunderstanding #2 CRM = e.com 89
Misunderstanding #3 It’s Time to Get Out of Sync 95
Misunderstanding #4 It Will be Over in a Quarter 105
Misunderstanding #5 CRM = Database Marketing 111
Misunderstanding #6 CRM is Too Hard, Too Risky, Too Expensive 123

III. CRM Strategy
The Team(s) 127
Customer Relationship Planning 141
Redesigning Functional Activities 155
Migration Management 163

IV. CRM Nuts & Bolts
Perspective Check 171
Re-engineering Work Processes 175
Supporting with Software 185
Training & Launch 195

V. Sidebars
Silence from Above 199
Ageism 203
Avoid E-Gregious Errors 207
Let’s Leave the "R" in CRM 209

VI. Other Stuff
Help! 213
About the Author 219
About HYM’s "Working Guide" Books 221