1. The document discusses conducting a CRM readiness assessment with two tasks: a CRM maturity assessment to understand the organization's current CRM stage and barriers to success, and a CRM readiness audit. 2. It identifies five levels of CRM maturity: pre-CRM planning, building a data repository, moderately developed CRM, well developed CRM, and highly advanced CRM. Each stage involves different data collection, tools, and key tasks. 3. Barriers to CRM success are also discussed, including lack of skills, investment, data quality, understanding of benefits, functional boundaries, leadership, and measurement systems. The readiness audit examines the five CRM stages in more depth.

1. CRM Readiness
Assessment
Priyanka Tanwar

2. Two task should be undertaken
1. CRM Maturity Assessment and
Barriers to CRM success.
2. CRM Readiness Audit

3. Decision to adopt and enhance CRM activities
• The decision to adopt and enhance an enterprise’s CRM activities
based on understanding-
1. Its current stage of development
and potential barriers to success.
2. Its overall readiness to adopt CRM
3. The CRM activities that need to be
addresses

4. CRM Maturity Assessment
• The emphasis an organization places on using data to help design
and implement CRM strategies is reflected in the organization’s
stage of CRM development.
• We identified four strategic option facing organization-
Managed “individuali
“individuali
Product- Customer
Customer Managed
Product- service zed” CRM
zed” CRM
based -based
-based service
based and
selling selling
selling and
selling support
support

5. Stages of CRM maturity development
• There are five levels of maturity in the development of CEM were
identified-
1. Pre-CRM planning
2. Building a data repository
3. Moderately developed CRM
4. Well developed CRM
5. Highly advanced CRM

6. Pre-CRM planning
The first stage is planning for the
introduction CRM. This is the point at
which org. recognize the importance of
CRM.
Org. should consider four broad
strategic option.

7. Building a data repository
• At this stage of CRM is concerned with building an appropriate
data repository – often in the form of a data warehouse.
• The main data repository includes collecting and reviewing existing
data and cleaning and de-duplicating customer records.
Key task associated
Customer Data
identification capture

8. Moderately developed CRM
• These org. are those which have
typically progressed to a full data
warehouse.
• They begin to use tools such as sales
force automation, call centers and
computer telephony integration and
campaign management.
Key task associated
Customer Segmentation
Profitability
analysis

9. Well developed CRM
• This org. is moving towards an
enterprise-wide data warehouse,
widening its user base and
increase the number of users.
• The tools they can use is front-
office tools such as sales force
automation and contact centers.
Key task associated
Customer prioritization

10. Highly advanced CRM
• Organization that have reached the
highly advanced or “best in class”
status are fully integrated and
offering extensive data warehouse.
• They may use advanced techniques
such as neural networks and genetic
algorithms to generate more
refined data.
Key task associated
Customer segmentation

11. Identifying barriers to CRM success
1. Lack of skills
2. Inadequate investment
3. Poor data quality and quantity
4. Failure to understand the business benefits
5. Functional boundaries
6. Lack of leadership and top management involvement
7. Inadequate measurement system

12. CRM readiness audit
Overview CRM audit Comprehensive CRM audit
Examining the 5 stages in The 5 CRM stages are
the CRM strategy framework. broken down into 2 sec.