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Business-Case-Template for the introduction of CRM
The document outlines a business case for implementing a Customer Relationship Management (CRM) system to address challenges in customer retention and data management. It highlights the rapid changes in consumer expectations driven by technology, the importance of personalized service, and the potential benefits of improved customer data analysis. By adopting CRM, organizations can enhance customer satisfaction, improve sales professional performance, and ultimately achieve greater business success.
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Business-Case-Template for the introduction of CRM
- 1. Business Case Templatefor Customer Relationship Management Robert Gilfoyle www.useradoptionsolutions.com
- 2. Things Are ChangingFast… We all want & expect more quality and service for our $; if we don’t get it we look for alternatives We buy differently now – internet + Social Media + crowd sourced reviews on sites like Yelp We expect organizations we buy from to be up to date with technology; e–commerce, etc. The markets we operate in are changing fast and so are our competitors…
- 3. We have somechallenges…
- 4. (List the toptwo organization customer related challenges/problems here; for example…) Customer information is in different databases within the organization – we don’t have a clear picture of an individual customer’s preferences or history with us We’re not good at collecting and analyzing overall customer data – we can’t spot emerging customer trends and new product opportunities We are losing customers in a few key markets; we’re having problems retaining them. Currently They Include…
- 6. The Cost… If wedon’t address these problems we… Will miss opportunities to provide our customers with new products that they would value and buy Can’t do focused customer campaigns Are in danger of slowly losing market share Won’t grow as fast as we could Won’t be as successful as we could be – none of us wants that!
- 7. Alternately We Could… Becomemuch more focused on understanding our customer’s needs and wants through collecting relevant data, so we can do a better job of meeting them Offer a more personalized and better level of service to our customers to keep them coming back Provide our sales professionals with the sales tools and technology they need to become even more successful.
- 9. Benefits Include… Higher customersatisfaction levels and better customer retention – a 5% improvement in retention rates will typically yield a 25% increase in gross profit Better career development opportunities for our sales professionals and others within the organization – new and marketable skills that will serve them well in the future A stronger and more successful business
- 10.
- 11. Customer Relationship Management Customerrelationship management (CRM) Is a system for managing a company's interactions with current and future customers. Involves using technology to organize, automate and synchronize sales, marketing, customer service and technical support. Let me demonstrate…
Editor's Notes
- #3 Context and background: The context for the problem or issue. For example, significant trends such as increasing consumer expectations about the quality of service, or the way in which technology is impacting the business. This is where you talk about the factors driving the need for change.
- #5 Current/Destabilized State: Something about the existing situation that is making the organization’s continued success difficult. The destabilizing condition could be tangible – rising costs or declining market share, etc. It could also be intangible – something people don’t realize yet, for example a new technology that is going to be disruptive in the market the company operates in, or something the audience for the business case is aware of but may not realize is a problem. Focus on describing the specific problem that the change is designed to solve.
- #7 Cost: The practical, negative effects of the current state i.e. the consequences of the problem. If you’re providing poor service, then you’re losing clients. If your market share is declining, then you’re not maximizing profitability. If the audience incorrectly understands the current situation, then that misunderstanding blinds them to opportunity to change things for the better.
- #8 Future State: The new, rectified situation that can be envisioned and achieved – if only a solution could be found. For example, if the problem is that the business is losing customers to the competition, the future state could be described as one in which customers were so satisfied with the value and service they receive that they would not only remain loyal to the firm, but also write glowing testimonials on web sites such as Yelp.
- #10 Benefits: The practical, positive effects that would follow once the solution is implemented: additional sales, customer satisfaction ratings improved significantly and greater annual sales etc. “If we could improve customer loyalty levels significantly and get more referral business, it would reduce our marketing costs and increase our revenues and profitability; it would also mean that we would save a lot of time that we currently spend on trying to find new customers”.
- #11 Promise of Solution: And the answer is… a very brief-statement of the change initiative that will solve the problem, achieve the benefits and enable the more desirable future state to be reached. “In order to gain the benefits available to us all from improving customer loyalty, we will be introducing a new customer care program…let me describe it to you…”.