Critical Steps to Successful CRM

step1 Company-wide consensus on the development of CRMS

step2
Organize CRM Project Team
step3
Business Requirement Analysis
step4
CRM Action Plan
step5
CRM Software Selection
step6

step7 Vendor Selection

step8 CRM System Building and Installation
CRM System Maintenance
 Contents:

(1) critical steps for CRM

success
(2) steps for designing and
implementation CRM
program
 Critical Steps to Successful CRM5
step5
CRM Software Selection
Applications Factors
Ease of Use
Technical Factors Functionality Fit
Rapidly Application Customizability
Development Toolset Price
Ease of
Multi-Platform SQL DB Implementation
Support Data
Synchronizatio
n
Cross Platform Data Future
Direction
Synchronization References
System Architecture
Multi-level Security for Users
Legacy Support
and Data
Alliance
Real time Integration Support
Other

0 10 20 30 40 50 60 70
% % % % % % % %

Sources: Jim Dickie,IT Group-CRM

Magazine-April 2000
 Critical Steps to Successful CRM5
step6
Vendor Selection

Check List
Understanding of business
automation requirement
Project Team education
System design,
documentation,
configuration
System development and
technical support
User and staff education
Continued maintenance and
support
Key Factors of CRM Comparison

Source : Gartner Group 1999.9

 Designing & Implementing a Successful
CRM Program
(broad steps)
What will CRM solve?
This question must involve employees from all functions.
BROAD STEPS
Broad Step 1. Creating the CRM Plan- should include:
– Objectives of the CRM program
– CRM’s fit with corporate strategy
– New applications to be purchased or developed
– Integration or replacement of existing methods or legacy systems
– Personnel Requirements- personnel, training, policies, Upgrades,
and maintenance and
– the costs and time frame for implementation.
Broad Step 2- Involve CRM users from the
Outset- To get acceptance of the CRM initiative,
employees should understand how it affects their
jobs.
– Create a project team with members from all affected
organizational areas.
– Test with a pilot application
Broad Step 3- Select the Right Application and
Provider- Find an appropriate application and
determine the extent of customization (adaptation).
Broad Step 4- Integrate Existing CRM Applications- CRM
is a collection of various applications implemented over time.
– Customer contact mechanisms need to be coordinated so that
every CRM application user in the firm knows about all of the
activity associated with each customer.
– Centralized database or data warehouse containing all customer
information.
Broad Step 5- Establish Performance Measures-
Measuring performance allows the firm to:
– Determine if objectives have been met
– Compare actual to planned = variance
Broad Step 6- Providing CRM
Training for All Users-
– Provide and require training for
all of the initial users and then
provide training on an ongoing
basis as applications are
added.
– Training can also help convince
key users like sales, call
center, and marketing
personnel of the benefits and
uses of CRM applications.
 IMPLEMENTING CRM :
A STEP-BY-STEP PROCESS
(detailed steps)

CRM Implementation Steps

Pre-implementation
The commencement meeting
Project manager (PM)
Implementation leader
System engineer (s)
 CRM Implementation Steps

Project manager
Systems or business analysts
Administrating or networking staff
Integration professional
Heads of non-technical departments
What is the final objective of a
commencement meeting?

Requirements or Information Gathering

Prototyping and Detailed Proposal

Generation
Development of Customisation:

The size of the project

The current availability of employees/users
Technical problems
Mid-stream workflow
Bata Test and Data Import
Train and Retrain

Basic training
Customisation training
Documentation
Additional training
Train the trainer
Integrator course
Roll-out and System Hand off

Support, system Optimisation, and Follow –up

Culmination

CRM for client Server Model

CRM at Work
The aspects of Client /Server CRM Model
to be included:
Customer records
Locations
Contact people
Opportunity files
Service Files
Product Returns