CRM and the CEO: Treating CRM as a Top-Down Cultural Mandate, by Peter Bosch Peter explains how small businesses are poised to lead the charge for cloud benefits, beginning with the adoption of a cloud-based CRM system. Small business owners are uniquely positioned to enjoy advantages such as “access to cost effective, reliable, and scalable infrastructure resources like computing storage and applications; and access to development platforms and tools that would have normally been out of reach to many small businesses.” To successfully adopt the cloud, first small business CEOs must lead the technology debate. Next, they need to define new measures of business value by focusing on social CRM, real-time cloud computing, and using CRM to add or develop new services. And finally, CEOs have to act as the net promoters of CRM to create a cultural mandate for employee use of the cloud CRM system.
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