Implementing CRM

By:
Manish Kumar : 09EP – 017
Ramakrishna : 09EP - 058
 Defining a CRM Strategy
• CRM is an enterprise-wide initiative
• Defining a CRM strategy involves top management and all the
functional areas
• Requires a very hard look at the business to actually define the
need and then search for a customer oriented solution
• CRM implementation requires change management because
almost all aspects of a business -
– processes, goals, orientation, focus, technology, performance
and effectiveness metrics
 Continued……
• Usually an implementation team is formed – consisting of
personnel from all functional areas of the organisation
• This team responsible for management, governance and
implementation of CRM strategy
• Also decide the organisation structure, role specification,
planning, process alignment, monitoring process,
communication, employee motivation and training
CRM Implementation Road Map

Technology and Vendor

Scenario Analysis
Selection

Purpose and Objectives Solution Development

Business Planning Implementation

Process Design Measurement

 Scenario Analysis
• Carefully scrutinize and understand the business and the
environment

 What is the business of the firm?

 Who are its customers?
 Where is the firm placed w.r.t. its competitors?
 What is the present business scenario and how is it likely to
evolve in the future?
 Purpose Definition
• What is the purpose for going in for the CRM exercise?
• Can not be
– 'because all competitors are doing so' or...
– 'its the new fad in marketing'
• Objective statement will help a business more effective,
efficient and long lasting relationships with customers
 Planning
• Define CRM overall objectives at enterprise and department level
• Document the CRM goals in a business document that can be
used as a focal point for strategic development
• Define what needs to be done and who would be responsible for
each

• This process is likely to effect many fundamental changes in the

organisation, and in this stage, the team is required to foresee the
changes and prepare for them
• Communication becomes vital at this stage
 Process Design
• CRM → changes the entire focus of organisation to customer
centric, with processes also designed around the customer
• All processes are re-examined to see whether they can be made
more customer centric
 Technology and Vendor Selection
• Various technologies and vendors are evaluated
• Factors kept in mind are
– Alignment with current technology & systems
– Capability of CRM solutions, in terms of their functionalities
 Solution Development
• Consists of activities such as
– Customization of features
– Development of new features that current product doesn't
provide
– Process integration
– Testing by using the prototype
– Testing can be carried out in certain territories too
– Design of database
 Implementation
• Involves deployment of the solution and documenting it

• Critical that the solution is sold internally so that it is used

 Measurement
• Develop metrics for measuring performance of the solution
and comparing with the desired performance
• Maybe need to refine CRM requirements

• This phase helps firm to measure the success of CRM system

• Also incorporates user-feedback, which is useful