TITLE

THE ABCs OF CRM

AUTHOR(S)
Haley, Mark; Watson, Bill
PUB. DATE
April 2003
SOURCE
Hospitality Upgrade;Spring2003, p102
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article looks at the role of the art and science of change management in driving customer relations management (CRM) implementation and adoption in hotel companies. It explores the factors needed for a CRM program to succeed which includes a strong, persistent and personal commitment from top management, a coherent vision for the initiative, and a structured plan to introduce and manage staff resistance to changes. The steps provided by Prosci Inc. on change management is examined.
ACCESSION #
77617653

 

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