What is project management? Project management is related to some innovations launch. To do this process more effective scope of actions should be classified on stages: create/ initiate an idea, research the possibility of launch and explore feasibility of resources, planning, launch, control. 

The same scheme should be valid for CRM projects. On planning “stage” the path to the idea should be described detailed. 

Also there is an opinion that CRM strategy should be put into action by implementing CRM project focusing on the success factors within each component of CRM. Consequently, implementing each success factors should be measured to ensure successful implementation of CRM project. Audit may also be related to lessons learnt process.

Actually the results of project launch can be measured by audit. It can be like a post launch tool. But anyway audit can be used on planning stage the same if needed. Project audit allows uncover the issues, concerns and challenges during the project lifecycle.

There are also two key factors for successful CRM projects: Employs and customers. One of the main purposes of CRM is managing beneficial relationship on different aspects of consumers. 

Complexity of CRM projects is connected with necessity to satisfy the interests of company and moreover building strong relations with the consumer. That means that planning process and audit are ones of key elements for its realization. 


  1. Gentle M. CRM Project Management: Building Realistic Expectations and Managing Risk. – Kogan Page Publishers, 2005.
  2. Almotairi M. A framework for successful CRM implementation //European and Mediterranean conference on information systems. – 2009.

4 комментария

  1. As CRM is a project it has to be implemented with some stages every project goes through: initiation, exploring business’ abilities, planning, realization of implementation, control and closing. I think it’s the best way to implement it and reach company’s goals. Regarding implementation of CRM focused on key success factors, I believe that it should not be an option — it can be a split of CRM implementation on each stage of the project.
    I agree that employees are key factor for successful CRM projects: their personalities and professionalism, as well as corporate culture, impact (worsen or improve) the results of a project.


  2. Thanks a lot to Elena for such clear description of the role of audit for estimation of CRM activities.

    I fully agree that it is very important to analyse the results of CRM correctly that can create the basis for future ideas on planning ‘stage’ of the generation path. It defines its success.

    All of these builds the future relations between organisations and its customers.
    In addition, I think than it is crucial to get feedback from shoppers and include them into evaluation stage within audition.


  3. I like the principle to approach CRM implementation as a project. I believe that structuration of that process into stages can help to successfully introduce CRM into a company. It is very crucial to understand why does the company need CRM, how can it help, to plan process of implementation in terms of budget and human resources etc.
    Do we really need external audit when implementing CRM? Or is it better to implement CRM at all with the help of external agency that would control and organize everything? I think the second option is more preferable a it’s better to trust professionals 🙂


  4. When discussing CRM implementation issues, we often hear that launching such systems is ineffective without the right CRM strategy. However, it is almost never explained what a CRM strategy is and what components it consists of. The development and implementation of a CRM strategy consistent with the company’s goals provides significant market superiority, as it allows you to choose the right business model and find the most effective means to achieve key goals, so I believe this is a topic of crucial importance. Thanks you, Elena, for a clear overview of CRM implementation.

    But will this scheme of CRM implementation be viable for all projects and spheres?


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