We are seeing government agencies, higher education and non-profit organizations adopt CRM to track interactions with stakeholders and constituents as well as traditional customers.
Increased use of CRM is a good thing, and certainly welcome to companies like our who assist clients with implementing CRM -- but there is no magic in the software. In nearly every case, the CRM initiative won't work without behavioral changes.
Here are some of the behaviors that our clients are trying to change:
1. A broader view of relationships. A university, for instance, wants to show many types of interactions, such as prospects, applicant, students, alumni, and parents, and the ways that each de…