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How to implement a CRM project

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  • 1. CRM IMPLEMENTATION PROCESS* I love design style of my friend’s presentation @Nguyen Ngoc Hieu. Thanks so much for this template.
  • 2. about me Vo Thai Lam CEO at Lactien JSC handphone: (84 8) 918 501 375 email: vothailam@lactien.comlactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 3. Lactien Computing JSC Founded: 05/10/2008 CRM | HRM | Business Application Contact us: lienhe@lactien.com – contact@lactien.com Phone: (08) 22 11 5070lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 4. our experience on CRM 3 years working on SugarCRM, vTiger, tine2.0, Real Estate CRM several projects with more than 10,000$ cost our clients: Market research, bar & restaurant, real estate, service, import & export company, bank…lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 5. content CRM defenition Level of CRM Misunderstanding about CRM CRM implementation process in Lactien Sample template we are usinglactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 6. CRM definition CRM is a strategic approach concerned with creating improved shareholder value through the development of appropriate relationships with key customers and customer segments.lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 7. CRM’s Elements -Operational CRM -Collaboration CRM -Analytical CRMlactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 8. Elements of CRM capture, storage, organization, analysis, Analytical CRM interpretation and use of data sales automation, marketing Project management, automation and cus- Task, assign task, tomer service Supply campaign… automation Customer Chain Operational Collaboration Relationship Management CRM CRM Management lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 9. misunderstanding #1CRM is database marketing• Database marketing: is concerned with the development and exploitation of customer data for marketing purposes.• CRM: is much wider in scope than database marketing. A lot of what we have described earlier as analytical CRM has the appearance of database marketinglactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 10. misunderstanding # 2CRM is a marketing process• CRM applications: can be used for many marketing activities: market segmentation, customer acquisition, customer retention, customer development (cross-selling and up- selling), campaign management, and opportunity management• CRM: At a strategic level, however, CRM can be used as a core technology o support a company’s mission to become more customer- centric.lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 11. misunderstanding # 3CRM is an IT issue• Customer relationship management is generally aimed at creating better value for customers and company. This aim is simply made possible by IT.lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 12. misunderstanding # 4CRM is about loyalty schemes• Loyalty schemes may play two roles in CRM implementations. • They generate data for the customer database • Loyalty schemes may serve as an exit barrier.lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 13. The strategicframework for CRM
  • 14. CRM Inplementation Process lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 15. Process 1: Strategy developmentprocess• Where are we and what do we want to achieve?• Who are the customers that we want and how should we segment them?lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 16. Process 2: the value creationprocess• How should we deliver value to our customers?• How should we maximize the lifetime value of the customers we want?lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 17. Process 3: the multi-channelintegration process• What are the best ways for us to get to customers and for customers to get to us?• What does an outstanding customer experience, deliverable at an affordable cost, look like?lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 18. Process 4: the informationmanagement process• How should we organize information on customers?• How can we ‘replicate’ the mind of customers and use this to improve our CRM activities?lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 19. Process 5: the performanceassessment process• How can we create increased profits and shareholder value?• How should we set standards, develop metrics, measure our results and improve our performance?lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 20. Sample documents we are using in Lactienlactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 21. We are using:• CRM Business Case• CRM Business Metrics Survey• CRM Change Management Plan• CRM Configuration Management Audit Report• CRM Configuration Management Plan• CRM Data Migration Plan• CRM Project Evaluation Report• CRM Risk Analysis• CRM Risk Management Plan• CRM Value Proposition• CRM Vision Mission Statement• CRM Quality Management Plan• CRM Functional Requirements Specification• CRM Deployment Plan• …. lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 22. CRM request YÊU C U TRI N KHAI CRM M u này dành cho nhân viên tư v n khi ñi kh o sát nhu c u c a khách hàng nh m ñ tri n khai các h th ng CRM. M c tiêu c a ñ t kh o sát là nh m hi u rõ nhu c u c a khách hàng, hi u rõ ñ c ñi m ngành, ñ c ñi m doanh nghi p, ñ c ñi m khách hàng c a doanh nghi p t ñó ñưa ra chi n lư c CRM phù h p v i t ng khách hàng c th c a L c Tiên. M u yêu c u này là m t ph n không th thi u trong h p ñ ng cu i cùng gi a L c Tiên và doanh nghi p khách hàng. CÔNG TY C PH N TIN H C L C TIÊN Yêu c u tri n khai h th ng CRM Ngày………………./Đơn v ……………….lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 23. CRM software selection guide B NG CÁC TIÊU CHÍ ĐÁNH GIÁ Đ ưu tiên STT TIÊU CHÍ (0-10) C thích SU PSU PAD MO 3R CST FU N hú P P D D D T S Chú thích1 H tr bán hàng1.1 Qu n lý các cơ h i1.1.1 Hi n th các cơ h i trang ch v trong danh sách d à li u1.1.2 Cho phép truy c p nhanh v các cơ h i g n nh t, các ào cơ h i v a s a, các cơ h i ñã xóa..1.1.3 Cho phép c u hình cách hi n th các cơ h i trong "List v iew" nh m hi n th các thông tin c n thi t.1.1.4 Có s n m t quy trình qu n lý các cơ h i.1.1.5 Cho phép t ñ ng ñánh giá kh năng thành công c a m i cơ h i d a trên quy trình kinh doanh.1.1.6 Các cơ h i ph i ñư c liên k t v i các chi n dch marketing hay các ho t ñ ng bán hàng ñã t o ra nó ( nh m giúp cho DN ñánh giá hi u qu các chi n d ch marketing sau này)1.1.7 T ng giá tr c a cơ h i ph i ñư c t ñ ng tính toán d a trên các m t hàng v giá c a nó à1.1.8 Cho phép qu n lý các cơ h i khác nhau v i quy trình kinh doanh khác nhau. lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 24. CRM Implementation planlactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 25. CRM Risk Analysis lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070
  • 26. ♥ THANK YOU FOR YOUR ATTENTION!FOR MORE INFORMATION, PLEASE CALL (84 – 8 ) 22 11 5070 OR EMAIL US LIENHE@LACTIEN.COM