Five Forces CRM Model
The Five Forces CRM Model was developed by Adrian Payne and Pennie Frow. This model emphasizes a cross-functional approach for effective CRM processes. There are two main components to the model: cross-functional CRM processes and key elements of CRM implementation. Payne’s model outlines five processes:
There are four key elements necessary for a successful CRM implementation:
•CRM change management
•CRM project management
When implementing a CRM strategy, companies should conduct a CRM readiness assessment to determine how prepared they are to implement a new CRM process.