This case study looks at the successful implementation of CRM at a leading Dutch charitable NGO.
The presentation outlines the goals and project structure, and goes on to discuss the marketing information system. The implementation of this took place over four years and nine basic stages: project plan, functional specifications, technical infrastructure, changing the organization, first download, daily update and download, building the framework, building the applications, testing the applications. These stages are described in detail and some lessons are drawn.
The second part of the presentation discusses the data warehouse side of the operation, covering data definition, regression models, warehouse updating; and advocating informal organization.