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CRM - Customer Relationship Management. Technology or management discipline? CRM is primarily a management discipline embodying the way an organisation deals with its customers across all interfaces and operating divisions. In order to provide all parts of the organisation with a unified view of the customer, enabling the organisation to speak with a unified voice, CRM is usually supported by and implemented through a CRM system. 

The huge majority of CRM projects fail. They fail because the business objectives are not clear, and the implementation is left to technical specialists who don't fully understand the business implications of what they are tasked to achieve. Successful CRM is more about change management than technology, it is a business project that has a major technology component as an enabler.

SBA can assist you in:


  • Defining your CRM project objectives
  • Selecting the most appropriate CRM technology to meet those objectives
  • Implementation and development of your CRM system and processes
  • Supporting your managers and their staff  through the implementation of the system and processes
  • Helping you measure the effects and benefits of your CRM investment to support continuous improvement


Our consultants have extensive experience of successful CRM implementation, we have worked with many CRM software packages from the smallest to the most complex including Microsoft CRM, Goldmine, Pivotal, SalesForce etc. We know what works and what doesn't, we understand that CRM is as much about people as it is processes and systems, and we can help you to ensure that your project is a success instead of adding to the ever growing catalogue of failed CRM investments. Call us for a free conversation to see if we're compatible with you.