This book tells you how to build a successful CRM program. Starting with a brief review of the state of the marketplace as we entered the 21st century, it provides a working definition of CRM and describes the elements of the total customer experience, focusing on the front-end organizations that directly touch the customer. This book shows you how to identify the elements of CRM that are most important for your organization, how to determine your specific requirements and how to implement the infrastructure necessary to support your top priorities. Kincaid has the book organized around a process that can be used to achieve real results. Readers will immediately benefit from having a clearer understanding of the scope and limits of what they can expect from a CRM program and from having a clear set of process steps that will help them begin their CRM implementation journey.