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A guide to scoping a crm project


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A guide to scoping a CRM project - what to think about when starting to scope what you want CRM to do for your organisation.

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A guide to scoping a crm project

  1. 1.  Scoping a CRM project is all about deciding which areas of your business will be covered by the CRM solution: ◦ Range, Depth and Detail  Broad or Narrow? – e.g. every department or just one team?  All Functional Areas, or Just a Few?  Every Business Requirement or Just The Key Ones? ◦ Now or Later?  CRM Solutions Can be Broken into Staged Engagements to Manage Cost & Risk Crucial Elements for Consideration: ◦ Business Requirements - “The Wish List” ◦ Business Processes – “How we do Each Job” (and is it ideal?) ◦ DATA – “The Unsung Hero of Your Business” ◦ Risk! Scoping a CRM project can be daunting but has clear advantages.
  2. 2.  CRM is a cross functional solution. CRM is used by teams across the company and each department needs to take responsibility for their own part of the system. Task Identify the business champions to be involved at every step for each team. Ensure there is a board sponsor
  3. 3.  Your business pains are what has led you to review your CRM system. What are these pains? What is causing the business pains across the entire organisation? Task Engage the champions of each department Document the business pains, what isn’t working across the different business functions Get them agreed at end user and director level Once the pains are agreed, don’t lose sight of them. This is the pivotal reason why you are putting a new system in place. Communicate your company-wide goal for implementing CRM and the benefits.
  4. 4.  Get your champions together. Decide what you want a CRM system to do. You will need to consider your current infrastructure, processes, and company-wide key performance indicators. A good CRM solution will fit your evolving needs. Task Ensure your champions share their processes and KPIs Ensure they understand where the processes fail and look at their visionary requirements.
  5. 5.  The Requirements and Process Review generates user-agreed, high quality business requirements, and improved future processes. Understanding and clearly communicating the parameters and benefits of your project diminishes risk. Failure to engage key system users and managers in proper solution scoping results in poorly specified projects, and a lack of “buy in” from staff. This is a common reason for the failure of CRM implementations. Task Identify and Resolve Mistaken Assumptions. Thrash out Differences of Opinion and Generate Consensus. Opportunity to Develop Improved “To Be” Processes for new CRM Solution Participation of both Managers & Staff Builds a Sense of Ownership of Solution.
  6. 6.  Assess your requirements in-depth. Detail the scope. Pull together all your organisations requirements from the headlines to the processes. Task Document your scope using the conversations you have had. Generate a requirements and process review report.
  7. 7.  Sales and Development ◦ How does a prospect contact you to get information about your products and services? ◦ How do you record and track leads? ◦ Is there a sales process that everyone follows? ◦ Do you want to provide quotes/orders/invoices through CRM? ◦ What is currently causing problems in the process? ◦ What would you like that you haven’t got now to do your jobs more effectively? ◦ How do you work out on the road? ◦ How involved do you want CRM to be with social networks? ◦ What reporting do you need?
  8. 8.  Marketing ◦ What types of campaigns do you run? ◦ What is your time spent on mostly currently? ◦ Do you have the data you need to run targeted campaigns? ◦ Can you segment data effectively? ◦ Do you track return on investment of campaigns? ◦ Do you run events? ◦ Do you need social media to be more engrained with your CRM solution? ◦ How joined up are you with sales? ◦ Do you carry out email marketing? ◦ How do you manage your suppression list
  9. 9.  Customer Service ◦ How are cases or complaints logged? ◦ Are there SLA’s or KPI’s that must be adhered to? ◦ How do these SLA’s flag? ◦ How are the SLA’s reported on? ◦ Is there a knowledge base? ◦ Are there standard letters? ◦ How does your Customer Care team communicate – through which methods? ◦ Is there an escalation process? ◦ Do you need scripting or have scripting in place? ◦ How do you allocate a service call?
  10. 10.  Always invite a number of CRM experts in and give them your scope as soon as you can. Ensure you consider how user friendly the system is and the potential on-going costs. Consider how up to date the product is and what will ensure it doesn’t become obsolete quickly. Task Make sure your headlines are at the forefront of the product Can you work with the system and vendor Understand the product fully get a trial.
  11. 11.  Will your supplier use any specific implementation methodology? What stages are involved? What are the deliverables at each stage? Does each stage have a formal sign off?
  12. 12.  A diagnostic or requirements meeting is the 1st stage of our journey which can deliver a successful CRM solution. The goal of the Diagnostic phase is to gather enough information in order to define the high level project scope and make a confident proposal for the remaining phases of the implementation. The major deliverable is the implementation proposal and contract. There will also be high level and possibly detailed requirements and gap/fit analysis documents.
  13. 13.  An analysis phase is crucial to the success of your CRM implementation. This phase officially starts the implementation project. The analysis phase builds on the diagnostic, and determines the functional requirements. The analysis will cover project planning, risks and issues management, communications management, management of resource and quality, gathering key user training requirements, it will review business requirements and document gaps, build sandbox environments and gather integration and data requirements. Task Ensure your champions are involved at every stage The analysis phase is ran as workshops Acquire your functional requirements document Ensure there is a clear communication route to your business
  14. 14.  Your CRM implementation is now in safe hands. Your headlines are at the centre of your requirements and outcomes of the system. The risk of implementation is minimised. Planning is key to minimising the risk attached to the investment. And Beware : of vendors missing out crucial stages – it will only mean pain further down the line or a system that just doesn’t meet your expectations or objectives. Ultimately failing to deliver what it set out to achieve.