crm Implementation

Submitted By: RITUL TRIPATHI

Submitted To: Dr. POOJA BHAKUNI and NAMAN GAUTAM
(PGDM 2ND YEAR)
Introduction OF CRM IMPLEMENTATION

 CRM (customer relationship management) implementation is the process of deploying CRM software for the
company to track and manage its communication with current and potential customers. Businesses go for
CRM implementation to get higher sales, more leads and increased customer satisfaction.
 A successful CRM implementation process is one of the hardest tasks that modern businesses face.
 Finding and implementing a CRM which provides people in the organization with the information they need
at the right time is difficult. The challenges in CRM implementation are considerable and most organizations
don’t start the process with enough planning.
So, what makes a successful CRM implementation?

 The bad news is that the challenges in CRM implementation are many, you need to get a lot right and each
organization is different.
 The good news is that there are tried and tested principles and CRM implementation best practices which, if
followed, should help you side-step any catastrophic problems. And that we've covered them in this
comprehensive guide to CRM implementation! Now, let's move onto the CRM planning process and make
your implementation a success.
CRM IMPLEMENTATION (Phases, Process &
Tools)

 In this slide we’ll look at the five major phases of a CRM implementation, and the processes and tools that
can be used within those phases to ensure that CRM projects deliver what is expected of them. Depending on
the scope of the project some of these phases, processes and tools may not be required.
 Develop the CRM strategy
 Build the CRM project foundations
 Specify needs and select partner
 Implement the project
 Evaluate performance
CRM Project Design and Planning Process
Phase 1: Develop the CRM
strategy

 Situation analysis
 Customers or segments
 Market offerings
 Channels
 Commence CRM education
 Develop the CRM vision
 Set priorities
 Establish goals and objectives
 Identify people, process and technology requirements
 Develop the business case
Customer Strategy Cube
Customer Interaction Map
Strategic Goals For CRM
Phase 2: Build CRM project foundations

 Identify stakeholders
 Establish governance structures
 Identify change management needs
 Organizational culture
 Identify project management needs
 Identify critical success factors
 Develop a risk management plan
Technology Acceptance Model
Governance Structure
The Competing Values model of organizational
culture
Phase 3: Needs specification and partner
selection

 Process mapping and refinement

 Data review and gap analysis
 Initial technology needs specification and research alternative solutions
 Hosted or on-premise CRM
 Write request for proposals (RFP)
 Call for proposals
 Revised technology needs identification
 Assessment and partner selection
Order Fulfilment Process
Campaign management process for high interest
savings account
Hosted versus installed CRM – first year costs for
a 500-user deployment
Comparing laptops
and PDAs
Phase 4: Project Implementation

 Refine project plan

 Identify technology customization needs
 Prototype design, test, modify and roll-out
Phase 5: Evaluate Performance

 Project Outcomes
 Business Outcomes