CRM Methodology

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CRM Methodology

  1. 1. CRM Planning Methodology CRM Opportunities 01/12/10
  2. 2. Main Deliverables <ul><li>The objective is to generate a CRM long term plan supported by a small startup leveraging available tools to capture the most significant opportunities: </li></ul><ul><ul><li>Feasibility Study: Internal and external prospection of opportunties and high level estimation of benefits and costs </li></ul></ul><ul><ul><li>CRM Strategy: Prioritized market opportunities, strategies, objectives and goals </li></ul></ul><ul><ul><li>Solution Design: Redesign Processes, Organization and Technology to fulfill CRM Strategy execution </li></ul></ul><ul><ul><li>Master Plan: A phased plan detailing timeframes and resources for the delivery of the proposed solution </li></ul></ul><ul><ul><li>Business Case: Investment, operational costs and benefits cashflow, Risks analysis </li></ul></ul>12/01/10
  3. 3. Work Plan <ul><li>The proposed work plan involves 3 phases: </li></ul>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. 4. Work Plan <ul><li>F easibility </li></ul>12/01/10 Build Feasibility Study Project is feasible? Discard or postpone Define project Define CRM strategy Solution design Build Business Case Implement <ul><li>Main Activities : </li></ul><ul><li>Internal assessment: Analyze current CRM capabilities / available enablers within the company </li></ul><ul><li>Market assessment: Identify market CRM best practices applicable to your specific industry </li></ul>
  5. 5. Work Plan <ul><li>Defi ne Project </li></ul>12/01/10 <ul><li>Main Activi ties : </li></ul><ul><li>Formali ze project objectives and scope </li></ul><ul><li>Detailed definition of project deliverables and plan </li></ul><ul><li>Assign project team, roles and responsibilities </li></ul>Build Feasibility Study Project is feasible? Discard or postpone Define project Define CRM strategy Solution design Build Business Case Implement
  6. 6. Work Plan <ul><li>Define your CRM strategy </li></ul>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 <ul><li>Main Activi ties : </li></ul><ul><li>Review Strategy </li></ul><ul><li>Develop Market View </li></ul><ul><ul><li>Market conditions/Competition </li></ul></ul><ul><ul><li>Customer perspectives/Customer profiles </li></ul></ul><ul><li>Internal Information </li></ul><ul><ul><li>Internal matters </li></ul></ul><ul><ul><li>Gap analysis </li></ul></ul><ul><li>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) </li></ul><ul><li>Quantify potential for improvement on identified KPI based on a CRM strategy. </li></ul><ul><li>Identif y high level impact on processes, organization and technology and related costs </li></ul><ul><li>Build a Feasibility Study and agree results with your BU </li></ul><ul><li>CRM Strategy </li></ul><ul><ul><li>Market Opportunities / Prioritization </li></ul></ul><ul><ul><li>Goals and Objectives </li></ul></ul><ul><ul><li>Strategies </li></ul></ul>
  7. 7. Work Plan <ul><li>Solution Design </li></ul>12/01/10 <ul><li>Main Activi ties : </li></ul><ul><li>Workflow analysis </li></ul><ul><li>Processes Re-engineering </li></ul><ul><li>CRM Technology </li></ul>Build Feasibility Study Project is feasible? Discard or postpone Define project Define CRM strategy Solution design Build Business Case Implement
  8. 8. Work Plan <ul><li>Build Business Case </li></ul>12/01/10 Build Feasibility Study Project is feasible? Discard or postpone Define project Define CRM strategy Solution design Build Business Case Implement <ul><li>Main Activi ties : </li></ul><ul><li>Size benefits, investments and operations costs of proposed CRM initiatives </li></ul><ul><li>Distribute cashflow according to prioritization </li></ul><ul><li>Develop high level implementation plan </li></ul><ul><li>Risk analysis </li></ul>
  9. 9. Work Plan <ul><li>Implement </li></ul>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 <ul><li>Main Activities : </li></ul><ul><li>Define detailed project plan </li></ul><ul><li>Execute plan </li></ul>

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