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CRM Methodology

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  • 1. CRM Planning Methodology CRM Opportunities 01/12/10
  • 2. Main Deliverables
    • The objective is to generate a CRM long term plan supported by a small startup leveraging available tools to capture the most significant opportunities:
      • Feasibility Study: Internal and external prospection of opportunties and high level estimation of benefits and costs
      • CRM Strategy: Prioritized market opportunities, strategies, objectives and goals
      • Solution Design: Redesign Processes, Organization and Technology to fulfill CRM Strategy execution
      • Master Plan: A phased plan detailing timeframes and resources for the delivery of the proposed solution
      • Business Case: Investment, operational costs and benefits cashflow, Risks analysis
    12/01/10
  • 3. Work Plan
    • The proposed work plan involves 3 phases:
    12/01/10 Current Capabilities Assessment Define CRM Strategy Solution Design Build Business Case Implement 1: Assessment 2: Plan ning and design 3: Implementa t ión ~ 3 Weeks ~ 9 Weeks TBD BU Participation Involvment: Provide Information and validate results Ownership: BU Management effectively OWNS the project and allocates valuable resources
  • 4. Work Plan
    • F easibility
    12/01/10 Build Feasibility Study Project is feasible? Discard or postpone Define project Define CRM strategy Solution design Build Business Case Implement
    • Main Activities :
    • Internal assessment: Analyze current CRM capabilities / available enablers within the company
    • Market assessment: Identify market CRM best practices applicable to your specific industry
  • 5. Work Plan
    • Defi ne Project
    12/01/10
    • Main Activi ties :
    • Formali ze project objectives and scope
    • Detailed definition of project deliverables and plan
    • Assign project team, roles and responsibilities
    Build Feasibility Study Project is feasible? Discard or postpone Define project Define CRM strategy Solution design Build Business Case Implement
  • 6. Work Plan
    • Define your CRM strategy
    12/01/10 Preparar Estudio de factibilidad Project is feasible? Discard or postpone Define project Define CRM Strategy Visioning Seleccionar solución Preparar plan de implementación
    • Main Activi ties :
    • Review Strategy
    • Develop Market View
      • Market conditions/Competition
      • Customer perspectives/Customer profiles
    • Internal Information
      • Internal matters
      • Gap analysis
    • Baseline: Define and measure a set of key performance indicators for CRM activities ( i.e. : complains, returns, sales effectivenes, market and wallet share, inventory, electronic transactions, etc)
    • Quantify potential for improvement on identified KPI based on a CRM strategy.
    • Identif y high level impact on processes, organization and technology and related costs
    • Build a Feasibility Study and agree results with your BU
    • CRM Strategy
      • Market Opportunities / Prioritization
      • Goals and Objectives
      • Strategies
  • 7. Work Plan
    • Solution Design
    12/01/10
    • Main Activi ties :
    • Workflow analysis
    • Processes Re-engineering
    • CRM Technology
    Build Feasibility Study Project is feasible? Discard or postpone Define project Define CRM strategy Solution design Build Business Case Implement
  • 8. Work Plan
    • Build Business Case
    12/01/10 Build Feasibility Study Project is feasible? Discard or postpone Define project Define CRM strategy Solution design Build Business Case Implement
    • Main Activi ties :
    • Size benefits, investments and operations costs of proposed CRM initiatives
    • Distribute cashflow according to prioritization
    • Develop high level implementation plan
    • Risk analysis
  • 9. Work Plan
    • Implement
    12/01/10 * El proyecto de implementación NO está incluído en la presente propuesta Build Feasibility Study Project is feasible? Discard or postpone Define project Define CRM strategy Solution design Build Business Case Implement
    • Main Activities :
    • Define detailed project plan
    • Execute plan