CRM as we all know revolutionized the way organizationsmanage their customers. It is important as it allowed organizations to have a competitive advantage.But we keep on hearing about CRM failures over the years, and they are abundant and legendary. CRM seems like such a simple problem to solve as many companies think that they can just install some CRM software, add a few fields, automate a few processes and bingo! CRM Success.But in most cases this is not the case. So why do CRM projects fail? I’ve put 3 bullet points here on why CRM projects fail.Too ambitious –A lot of CRM projects struggle to get off the ground bec they are too ambitious. It tries to embrace 100% of everyone’s needs, implement in big bang thus taking a long time to deploy, and most often rarelyleave the planning stage. This is because users usually doesn’t know what they want upfront, they try to hold requirements sign-off for too long, am sure some of you have experienced where users doesn’t sign-off the functional requirements for over a month because there is fear that not all requirements are included. There is fear to go to the next phase, Analysis paralysis, and spend a long time documenting the requirements and spend a long time designing.Next is all too familiar: Lack of users buy-in.For a successful roll out, CRM needs to be adopted throughout the business so it’s vital that key people from every team are involved and buy in to the project from the outset. And when users doesn’t immediately see the benefits, because implementation is taking too long, they will quickly fall back on old and tried systems and abandon CRM.Also Led by IT teams. CRM is about managing customers, improving processes and driving business growth. Instead of IT, the service, sales or marketing people are best suited to own and lead a CRM project because they have more to gain from its results.Ownership and accountability for CRM projects should be with its main beneficiaries.High degree of customizations. Don’t just install CRM. An ‘out-of-the-box’ vanilla installation is likely to deliver little success as there’s always a degree of customisation needed more so in CRM than in any other application. CRMprovides a great opportunity for users to review and improve underlying business processes. With CRM users starts rethink how they approach their customers so they just start to innovate. So if you’re aiming to make a big step forward with processing efficiency and customer retention it should be more than just a basic installation. So how do we achieve better success with projects in CRM? How do we deliver faster, and with guaranteed user acceptance and be able to adopt to user requirements and changes. We can by being agile.
Some statistics on agile adoption from Forrester and Gartner
Users collaboration is the key, involve the wides range of stakeholders in the project. Collaboration across the organization is the catalyst for innovation. Launch CRM with an expansive vision rather than a rigid scope. It should promote continuous improvements in processes that add value to customer. Keep each phase short. Do not insist that the first phase include every high-level requirement requested. Some of these requirements and new ideas can be included in later phases. Be responsive to constant change and market dynamics. CRM is not just about automation of existing processes. It’s more about development of new processes to improve customer efficiencies. When new ideas emerge, we should be able to create ad-hoc teams to pursue them even if it’s not in the implementation in scope for the current phase.Select a CRM platform that can adapt to meet evolving requirements. Start out with a big vision, and implement in small steps. Be agile in your CRM implementation.
Some may say that CRM is so complex, so how to apply agility? It spans multiple functional departments – marketing, sales, customer service, field service, provisioning, networks, etc. and can be accessed worldwide, used by almost every person at the company. The CRM system may need to be accessed in multiple languages, by multiple channelsincluding mobile devices and over the Internet.And here is where I turn you over to Pedro who will show you a case of applying agility in CRM.
Our platform has 4 components. IDE-Service Studio, thin client visual area where drag and drop is used in creation.Cloud Ready Platform, You have a choice of having this application on premise or in the cloud. It’s next generation cloud ready.Management Console-Console for insfrastructure operators to check what’s going on in the application-can see bottlenecks etc.Apps at OutSystems-these are open source apps created with our platform. You can change them to fit with your business needs. We’ve had many customers use this as a model for their own applications.
With our platform are almost an 11 improvement in productivity because it’s a visual development and model driven. One click deployment so very fast. The business doesn’t have to wait to change an application. Changes can be done with no errors. Because you’re constantly changing with the business, the application never ages. No orphaned code if developer leaves the company.Manager-We Integrate, Build, Deploy, Manage and Monitor Change with one platform. Covers the entire lifecycle. No Lock In-You have control of code and can change it. If you’re tired of us, you own the code and can secure your data-EXIT OPTIONEnterprise Grade-Scalable. You can grow your applications to epic proportions. In fact companies have used our platform to build billing systems on top of their ERPs.
We’re not just another RAD Tool which develops screens etc., we do all of that 10Xs more. PROCESSES-BPE (Business Project Engine)We work with large databases such as ORACLE AND SQL SERVER.Version Control-1 Click Staging-can roll back if needed to changesPerformance Monitoring-Already built in. TO BUY THIS ON IT’S OWN SOMEWHERE ELSE, IT WOULD COST APPROX $200k TO BUY THAT!
6 Oct, 11-12pm Singapore time<br />2pm Sydney time<br />Build Your CRM – the Agile Way!<br />
Responsive to constant change</li></li></ul><li>But CRM is complex! Buy or Build?<br />
Home Energy<br />About Home Energy:<br />Home Energy is a company created to explore the brand new Portuguese market of residential renewable energy. Home Energy belongs to the larges Energy Operator in Portugal. It was established in May 2008 with the goal of being the market leader in a space opened up by new regulations related to Energy Certification and Micro-generation (small photovoltaic panels for domestic use) for the residential market.<br />Challenge:<br />Was established in May 2008 with the goal of being fully operational in just 7 months, by January 2009;<br />The company intended to explore a new market opportunity created by new laws that regulate the energy class of residential buildings. <br />Purchasing multiple packages to manage CRM and Billing would have required a lot of customization, effort, and time that Home Energy simply did not have.<br />
<ul><li>At the cornerstone of this strategy was a CRM and Billing system that would allow the company to automate the end to end process of acquiring a new customer, scheduling a visit by the field team, collecting energy information about the building, processing and issuing the Energy Class certification and, handling billing and payments. </li></ul>High Level Process<br />
Call Center with a unified web 2.0 interface. Handling of contacts, scheduling visits and routes, with status feedback on time to issue Energy Level certification;<br />Sales Automation with management of all customer activity and contacts;<br />Marketing automation with support for Web Site and Partner Portal content management, campaigns management and cross selling of energy-friendly equipment;<br />Field Operations with field personnel accessing the system through a mobile Tablet PC. Work day agenda, visits and routes, integration with Microsoft Visual Earth maps, and on-site collection of energy relevant parameters. Handling of Building Blueprints and support for hand sketching onto the blueprints. SLA management and reporting;<br />Invoicing and Billing: contracts management, billing and payments management, and management of partner commissions;<br />Management of enterprise-wide workflows with notifications, alerts and tracking of SLA fulfillment;<br />Partner Portal for real estate agents to add new customer opportunities;<br />Document Management and archiving (e.g. building blueprints);<br />Integration with other systems, namely SAP MM, Microsoft Virtual Earth and ATM payments.<br />Features<br />
Solution Screenshots<br />Project Card<br />Time-to-market: 18 weeks <br />Market leader when the market took off <br />Able to supporta market of 200,000customers<br />120% of the original RFP was implemented: 30% of the initial nice-to-have features were converted in 50%more of new must- have<br />2days to implement a new feature<br />Noservice downtime while changes are being done<br />Small training effort and<br />Very high user adoption due to user involvement <br /> User Profiles: Call Center operators; Technical team; Back office team; Partners; Financial department <br />
On May 2008, the company was created with just one employee and in January 2009 we had a national live launch with 100 employees. For managing a complex business with 100 service requests every day, we needed a strong application. But, we needed a strong application built in a very short time period. Choosing OutSystems and choosing the agile platform was a good bet. We were able to go through the challenge, we went go live on time and we were able to deliver a good process with high productivity, thanks to a strong software platform.<br />Miguel Barreto, Home Energy’s CEO<br /><ul><li> Flexibility and Adaptability to accommodate new Business Processes
Integrated System with Software, Contact Center & Mobile tools in one solution
Development tool that lowers the maintenance costs and support continuous change to the processes
Agile Methodology adoption to keep the business alignment</li></ul>Accomplishments<br />
Agileplatform™ In a Nutshell<br />High<br />productivity<br />Visually develop your apps<br />Complete web and mobile framework <br />Deploy with one click.<br />Change at the speed of business<br />Never say NO to the business again<br />Make complex changes and with no errors <br />No application aging.<br />Manage the whole lifecycle<br />Integrate, <br />build, <br />deploy, manage, monitor, <br />change<br />One fully integrated solution.<br />No lock-in!<br />Transform your model into open source, documented C# or Java code<br />Own your code, secure your data.<br />Enterprise grade<br />Scale to millions of users<br />Grow your apps to epic proportions (20.000+ FPs).<br />
Not Just Another RAD ToolSome features of the Agile Platform<br />Extensible<br />Processes<br />Self-documenting<br />Oracle & SQL Server<br />Scheduled Jobs<br />Highly scalable<br />Highly Optimized Code<br />Version Control<br />Performance Monitoring<br />1-Click Staging<br />Enterprise Grade <br />Security<br />Rollback mechanisms<br />JEE or .Net<br />Multi-developer<br />
agileplatformEnd to End Application Lifecycle Management<br />Management<br />1. Operations<br />2. Services<br />3. Administration<br />Design<br />1. UI<br />2. Data Model<br />3. Business Logic<br />4. Integration<br />5. Security<br />6. Batch<br />7. Business Processes<br />Integration<br />1. SAP<br />2. Assemblies/JAR<br />3. Oracle/SqlServer<br />4. Plug-insArquitecture<br />