Top management must be involved with a company's CRM initiative in all but which of the following ways?
A)meshing management science, IT, quantitative methods and marketing research with appropriate hardware solutions
B)setting philosophy behind the CRM effort
C)managing the company's culture change
D)presenting a detailed case for CRM benefits
E)setting goals for the system

Question

Quizplus · Accepted Answer

While top management may have an understanding of the technologies and methodologies involved in CRM, it is not necessary for them to have expertise in areas such as management science, IT, quantitative methods, and marketing research. Instead, they should focus on setting the philosophy behind the CRM effort, managing the culture change, presenting a detailed case for CRM benefits, and setting goals for the system.

Top Management Must Be Involved with a Company's CRM Initiative