Using a business case to secure the gestation of an analytical CRM project

Abstract

In the author's experience few analytical customer relationship management (CRM) projects ever see light of the day. One of the key causes is that the project advocates do not understand the central role of a solid business case and senior management engagement in the gestation process. This paper describes how a solid business case was used to drive the creation of a successful analytical CRM project and facilitate senior management engagement. As an added benefit the business case development process enabled the project team to identify key capabilities that could be used to materially differentiate the technology vendors.Journal of Database Marketing & Customer Strategy Management (2007) 14, 258–262. doi:10.1057/palgrave.dbm.3250053 [ABSTRACT FROM AUTHOR]