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(共18张PPT)
Chapter 10
Planning and Implementing CRM
Introduction
Learning Objectives
Scope and Significance of CRM Project
Business Process Reengineering (BPR) for CRM Implementation
CRM Implementation Process
Recap
Chapter 10 : Planning and Implementing CRM
After going through this chapter, the students will be able to:
Understand how to make a CRM business plan
Appreciate Importance of Business Process Re-engineering (BPR) for CRM Project
Understand Issues involved in selection of CRM application
Know the importance of adoption of CRM within organization
Learning Objectives
CRM is not just the purchase and installation of a software application, but it demands a well-planned and structured methodology that involves the adoption of new philosophy and change in the culture of the organization.
The process of CRM implementation may differ from organization to organization, depending on organizational goals, business objectives, the current level of training required for the employees & availability of technology.
A highly skilled and trained team of professionals is required to make CRM implementation a success in any organization.
Introduction
The CRM initiative of an organization can vary from simple to complex in scope.
CRM brings about business change and this is the very purpose of implementing CRM.

Clarity of objectives of implementation of CRM is prerequisite for success.
The awareness will bring involvement and subsequently the commitment towards CRM implementation.
Scope and Significance of CRM Project
The implementation of CRM in an organization will require highly organised and systematic changes in the processes of Customer Service, Sales and Marketing.
CRM should be taken as a tool of change management.
The objective of CRM is to transform the focus of organization from product centric to customer centric.
For successful implementation and adoption of CRM, it is imperative that all business processes are redesigned to ensure that they are as per philosophy of CRM.
BPR for CRM Implementation
CRM Implementation Process
Identify the problem areas in the present customer relationship cycle that are affecting the present service delivery process, marketing campaigns and sales management.
Measure the existing key performance matrix with respect to these three areas.
The key service performance parameters
The key sales management performance parameters
The key marketing campaign parameters
The existing performance matrix should be analysed to find out the weak areas.
1. Analysis of Current Internal Situation
No organization works in isolation, instead it has to face competition.
The performance of the organization should be compared with that of the competitors in the same business area.
The strengths and weaknesses of the organization should be analysed with respect to the competitors.
Identify the parameters where competitors are ahead of your organization.
2. The Competitive Situation Analysis
Based on the analysis carried out in above two steps, the organization needs to clearly define the objectives of CRM implementation.
The desired performance matrix should be finalised.
With an objective to achieve the targeted performance, the existing business processes for service delivery, sales management and marketing campaign management should be analysed to evolve new business processes.
3. Define CRM objectives and prioritise CRM requirements
It should be ensured that CRM objectives are properly aligned with overall strategy of the organization.
Implementation of CRM should be a strategic decision, fully supported by top management.
4. The Strategic Alignment
Assess the Return on Investment (ROI) vis-à-vis the cost of implementation of CRM in the organization.
ROI of the project should be estimated for the financial justification of the projects.
The financial returns can be revenue enhancements like increase in sales and Margin Enhancements because of customer retention and lower cost of customer acquisition and prolonged customer retention.
5. The Financial analysis
There are various CRM applications and technologies available in market and they vary in terms of functionalities, capabilities, deployment strategies, integration capability and of course in cost.
Some are suitable for large organizations and others may be meant for mid-size or small organizations.
The need of the organization may be specific and the choice of CRM technology should be as per the objectives.
The choice of appropriate CRM application depends on number of factors like size of organization, industry, and sector, business requirements, IT strategy and most importantly the existing IT applications.
6. Selection of CRM Tool & Technology
The roadmap to implementation of CRM should include:
Creating Awareness
Building Teams
Training
Motivating through Incentives
7. Managing CRM Adoption within organization
After all, the organization does not consist only of Sales, Marketing and Service units, but also has other important functional and operational areas like finance, HR, production, supply chain, logistics etc.
CRM stand alone cannot give the desired synergy without getting it integrated with all organizational functions.
8. Integration
While implementing CRM, it should be ensured that existing method of capturing customer information are not lost unless until better methods get settled down.
There will be lot of information of customer available with different organizational units.
The methodology to enter this existing knowledge asset into the system is of utmost importance.
The changeover to new system should not destroy the existing knowledge asset.
The data migration methods should be carefully planned.
9. Data Migration
It is very important to choose the right application, carry out business process changes and involve everyone for successful implementation of CRM.
It requires 360 degree view of customers, organizational processes and involvement of all stakeholders.
The effective implementation of CRM requires the alignment of all functional and operational areas within the organization.
Recap

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