Planning & Implementing

Customer Relationship
Management Project
5 Phases of CRM Implementation
• Develop the CRM strategy
• Build the CRM project foundations
• Specify needs & Select partner
• Implement the project
• Evaluate the performance
Phase 2: Build CRM foundations
1. Identify stakeholders
2. Establish governance structures
3. Identify change management needs
4. Identify project management needs
5. Identify critical success factors
6. Develop risk management plan
Phase 2: Build CRM foundations
1. Identify stakeholders
2. Establish governance structures
3. Identify change management needs
4. Identify project management needs
5. Identify critical success factors
6. Develop risk management plan
1.Identifying Key stakeholders
• Stake holders’ party that will be impacted
by the change- this could in management,
users of any new systems, marketing staff,
salespeople, customer service agents,
channel partners, customers and IT
specialists.
• System users are important stakeholders.
• Fred Davis theory of Technology
Acceptance Model.
 Perceive
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Attitude Intension
External Actual
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Perceive
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Technology accepted model

Phase 2: Build CRM foundations
1. Identify stakeholders
2. Establish governance structures
3. Identify change management needs
4. Identify project management needs
5. Identify critical success factors
6. Develop risk management plan
Establish governance structures

• Clear governance structure establishes

accountabilities, allocates resources, and
makes decisions .
 EXEC
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CEO
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Program
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External
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Sales Marketing System
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Prog. Team
 Governance Structure
• Programme Director (PD)
• The responsibility :
• To ensure that project deliverables are achieved.
• Project costs are controlled.
• PD will be full time appointment.
 Governance Structure
EXECUTIVE SPONSOR:
• The responsibilty:
• Commits real time to project and ensures
that resources are made available.
 Governance Structure
Programme Team:
• It is composed of representatives from
major stakeholders namely: LEAD.
• Leads may have the responsibility of
implementing the project successfully.
• The main responsibility of Lead is to
ensure that right people are brought for
specific project activities.
 Governance Structure
CRM consultant.
System Integrator:
• Responsibility:
• Aligning and combining system components
such as people, process technology and data for
the achievements of defined outcomes.
• Governance charts shows that the voice of the
customer has to be heard in the project team
Phase 2: Build CRM foundations
1. Identify stakeholders
2. Establish governance structures
3. Identify change management needs
4. Identify project management needs
5. Identify critical success factors
6. Develop risk management plan
What is Change Management
• Change management is a structured
process and set of tools for leading the
people side of change.
• Effective change management is when a
structured process and set of tools results
in moving the organization and individuals
through the phases of CHANGE such that
the business results are achieved.
 Why Change Management?

• Speed of adoption- how quickly the change is adopted

into the organization and how well the project stays on
schedule.
• Utilization rate- the overall level of participation and
ultimate utilization of the new processes, tools and job
changes
• Proficiency- how employees perform in the new
environment – are they achieving the expected
performance levels?
 Change is a process
Where you want to be

Where you are today

Successful Change management requires

• effective communication,
• full and active executive support,
• employee involvement,
• organizational planning and analysis and
widespread perceived need for the change
 John Kotler’s approach
• Create Urgency
• Build the Guiding Team
• Get the Vision Right
• Communicate for Buy-in
• Empower Action
• Create Short-term Wins
• Don’t Let up
• Make Change stick
Phase 2: Build CRM foundations
1. Identify stakeholders
2. Establish governance structures
3. Identify change management needs
4. Identify project management needs
5. Identify critical success factors
6. Develop risk management plan
4.Identify project management
needs
Phase 2: Build CRM foundations
1. Identify stakeholders
2. Establish governance structures
3. Identify change management needs
4. Identify project management needs
5. Identify critical success factors
6. Develop risk management plan
5.Identifying critical success
factors
• Critical Success Factors (CSF’s)
are the crucial factors or
parameters required for ensuring
the success in any firm.
 
• Top management Commitment
• Strategy and Scope
• Data Quality and Migration
• Requirements Definition
• Adherence to Plan
• Acceptance by Users
• Communication
• Benefit Realization
• Risk Management
• Structured Methodology and
Approach
Phase 2: Build CRM foundations
1. Identify stakeholders
2. Establish governance structures
3. Identify change management needs
4. Identify project management needs
5. Identify critical success factors
6. Develop risk management plan
6.Developing a risk management
plan

1.  Define what risk looks like for your

organization.
2.  Identify specific risks.
3.  Categorize each risk.
4.  Rank each risk according to severity or
significance.
5.  Develop strategies for reducing or
eliminating each risk.
6.  Write your plan.
7.  Test some of those strategies in your
plan for viability.
• THANKU