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Chapter 3
Planning and implementing
Customer relationship management projects
2
CRM implementation
In this chapter we’ll look at the five major phase of a CRM
implementation, and the processes and tools that can be used
within those phase to ensure that CRM projects deliver what is
expected of them. Depending on the scope of the project some
of these phases, processes and tools may not be required. The
key phases, as show in Figure 3.1 are :
1. Develop the CRM strategy
2. Build the CRM project foundations
3. Specify needs and select partner
4. Implement the project
5. evaluate performance
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Phase 1: Develop the CRM Strategy
CRM strategy can be defined as follows:
CRM strategy is a high-level plan of action that aligns people,
processes and technology to achieve customer-related goals.
1. Situation analysis
Development of the CRM strategy starts with a situation
analysis. This analysis set out to describe, understand and
appraise the company’s current customer strategy. It helps to
have an organizing framework to guide your analysis. The
comprehensive models of CRM that are described in Chapter 1
might be helpful.
4
5
Another useful framework is the customer strategy cube. This
is a three-dimensional analysis of your company’s served market
segments ,market offerings and channels (routes to market). The
situation analysis answers the questions, ‘Where are we now?’,
‘Why are we where we are?’ in term of the three dimensions of
the cube.
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6
• Customer or segments
Which segments do we target? Which segments do we serve?
What are our customer-related marketing and sales objectives?
How satisfied are they? What is our market share? What is our
share of customer spending? Which technologies do we use to
support our marketing, selling and service functions, and how
well do they operate?
• Market offerings
Which product do we offer? What is our branding strategy? How
well known are our offerings? Who do we compete against?
Who do we compete against? What advantages or
Disadvantages do we offer vis-à-vis our competitor? How do our
prices compare with our competitors? What are our margins?
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7
• Channels
Which channel to do we use to distribute to our customers-
direct and indirect? Which channels are most effective? Which
channel management processes have most impact on our costs
or channel member experience?
The goal of this audit is get a clear insight into the strengths
and weaknesses of the company’s customer strategy. Data can
be collected from executives, managers, customer contact
people and, importantly, customers. Business plans can be
studied. One of the outcomes might be a customer interaction
map Figure 3.3
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8
Normally, the interactions that have important impact on customer experience
or your own costs become primary candidates for reengineering and/or
automation. The audit will serve as the start point for thinking about what you
want to achieve from a CRM implementation.
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2. Commence CRM education
There is considerable misunderstanding about it. If you are
about to embark on a CRM implementation, it is important that
all stakeholders have a clear understanding of what CRM denotes.
Your IT people might think that it is a technology project. Your
marketing people might think it is something to do with a new
approach to market segmentation. Your sales people might think
it is about a new centralized database for customer records.
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Education has the twin benefits of allaying any fears that people
might have, base on their misunderstandings, and encouraging
participation from people whose jobs might be impacted.
Education enables stakeholders to identify opportunities to
improve their workplace. Some of the better websites are
www.customerthink.com, www.mycustomer.com,
www.crm2day.com, www.crmdirectory.com,
www.intelligententerprise.com
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3. Develop he CRM vision
Your CRM vision is a high-level statement of how CRM will change
Your business as it relates to customers. The software-as-a-
service(SaaS) company, saleforce.com, provides a number of
examples of CRM visions.
• We will work with our member in a trust-based relationship to
represent their interests and to satisfy their needs for high
value, security and peace of mind in motoring, travel and home.
• Nurturing relationship one cup at a time. Deliver a customer
experience that consistently develops enthusiastically satisfied
customers in every market in which we do business.
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• Build and maintain long-term relationships with valuable
customer by creating personalized experiences across all touch
points and by anticipating customer needs and providing
customized offers.
• Nothing is more important than marketing every user successful.
The CRM vision gives shape and direction to your CRM strategy.
The CRM vision might be senior management’s perspective, based
on what they learned from the education process, or it could be
the product of a wider visioning process that engages more
members of your company, perhaps even customers and partners.
The vision will eventually guide the development of measurable
CRM outcomes.
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4. Set priorities
CRM projects vary in their scope and can touch on or more
customer-facing parts of your business-sales, marketing or service.
Clear priorities for action, normally focused on cost reduction or
enhanced customer experience, might fall out of the situation
analysis, but more time and debate is often necessary. Priority
might be given to projects which produce quick wins, fast returns
or are low-cost.
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14
5. Establish goals and objectives
Goal and objectives emerge from the visioning and prioritizing
processes. Although the terms ‘goals’ and ‘objective’ tend to be
used synonymously, we use the word ‘goal’ to refer to a
qualitative outcome and ‘objective’ to refer to measurable
outcome. For example, a CRM goal might be to acquire new
customer.
Figure 3.4 reports data from Gartner Inc. Their research shows
that CRM goals generally cluster into three broad areas:
- enhancing customer satisfaction or loyalty
- Revenue enhancement
- Cost reduction
The bars in the chart show the percentage of respondents to
their survey reporting each CRM goal. It is clear from this
information that CRM strategies often pursue several goals.
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Measurable objectives created at this time will later serve to
evaluate the performance of the CRM implementation
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6. Identify people, process and technology requirements
The next step is to begin the process of identifying the people,
process and technology requirements for the goal and objectives
to be achieved. You’ll return to these matters repeatedly as the
project unfold, but at this stage you need general idea of the
changes that are necessary so that you can begin to identify
costs and construct a business case. If your goal is to enhance
cross-selling opportunities you might need to invest in training
sales people to ask the right questions, engineering a new
opportunity management process and acquiring sale-force
automation software.
17
7. Develop the business case
The business case is built around the cost and benefits of the
CRM implementation and answers the question: ‘Why should we
invest in this CRM project?’ The business case looks at both cost
and revenues. CRM implementations can generate additional
revenues in a number of way:
• conversion of more leads from suspect to prospect to
opportunity
• more cross-selling and up-selling
• more accurate product pricing
• higher level of customer satisfaction and retention
• higher level of word-of-mouth influence
• more leads and/or sales from marketing campaigns
• Incremental sales from more effective selling processes.
18
Cost can be reduced by:
• improved lead generation and qualification
• lower costs of customer acquisition
• more efficient account management
• less waste in marketing campaigns
• reduced customer service costs
• more efficient front-office processes.

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Lecture 3 Customer Relationship Management

  • 1. 1 Chapter 3 Planning and implementing Customer relationship management projects
  • 2. 2 CRM implementation In this chapter we’ll look at the five major phase of a CRM implementation, and the processes and tools that can be used within those phase to ensure that CRM projects deliver what is expected of them. Depending on the scope of the project some of these phases, processes and tools may not be required. The key phases, as show in Figure 3.1 are : 1. Develop the CRM strategy 2. Build the CRM project foundations 3. Specify needs and select partner 4. Implement the project 5. evaluate performance 2
  • 3. 33
  • 4. 4 Phase 1: Develop the CRM Strategy CRM strategy can be defined as follows: CRM strategy is a high-level plan of action that aligns people, processes and technology to achieve customer-related goals. 1. Situation analysis Development of the CRM strategy starts with a situation analysis. This analysis set out to describe, understand and appraise the company’s current customer strategy. It helps to have an organizing framework to guide your analysis. The comprehensive models of CRM that are described in Chapter 1 might be helpful. 4
  • 5. 5 Another useful framework is the customer strategy cube. This is a three-dimensional analysis of your company’s served market segments ,market offerings and channels (routes to market). The situation analysis answers the questions, ‘Where are we now?’, ‘Why are we where we are?’ in term of the three dimensions of the cube. 5
  • 6. 6 • Customer or segments Which segments do we target? Which segments do we serve? What are our customer-related marketing and sales objectives? How satisfied are they? What is our market share? What is our share of customer spending? Which technologies do we use to support our marketing, selling and service functions, and how well do they operate? • Market offerings Which product do we offer? What is our branding strategy? How well known are our offerings? Who do we compete against? Who do we compete against? What advantages or Disadvantages do we offer vis-à-vis our competitor? How do our prices compare with our competitors? What are our margins? 6
  • 7. 7 • Channels Which channel to do we use to distribute to our customers- direct and indirect? Which channels are most effective? Which channel management processes have most impact on our costs or channel member experience? The goal of this audit is get a clear insight into the strengths and weaknesses of the company’s customer strategy. Data can be collected from executives, managers, customer contact people and, importantly, customers. Business plans can be studied. One of the outcomes might be a customer interaction map Figure 3.3 7
  • 8. 8 Normally, the interactions that have important impact on customer experience or your own costs become primary candidates for reengineering and/or automation. The audit will serve as the start point for thinking about what you want to achieve from a CRM implementation. 8
  • 9. 9 2. Commence CRM education There is considerable misunderstanding about it. If you are about to embark on a CRM implementation, it is important that all stakeholders have a clear understanding of what CRM denotes. Your IT people might think that it is a technology project. Your marketing people might think it is something to do with a new approach to market segmentation. Your sales people might think it is about a new centralized database for customer records. 9
  • 10. 10 Education has the twin benefits of allaying any fears that people might have, base on their misunderstandings, and encouraging participation from people whose jobs might be impacted. Education enables stakeholders to identify opportunities to improve their workplace. Some of the better websites are www.customerthink.com, www.mycustomer.com, www.crm2day.com, www.crmdirectory.com, www.intelligententerprise.com 10
  • 11. 11 3. Develop he CRM vision Your CRM vision is a high-level statement of how CRM will change Your business as it relates to customers. The software-as-a- service(SaaS) company, saleforce.com, provides a number of examples of CRM visions. • We will work with our member in a trust-based relationship to represent their interests and to satisfy their needs for high value, security and peace of mind in motoring, travel and home. • Nurturing relationship one cup at a time. Deliver a customer experience that consistently develops enthusiastically satisfied customers in every market in which we do business. 11
  • 12. 12 • Build and maintain long-term relationships with valuable customer by creating personalized experiences across all touch points and by anticipating customer needs and providing customized offers. • Nothing is more important than marketing every user successful. The CRM vision gives shape and direction to your CRM strategy. The CRM vision might be senior management’s perspective, based on what they learned from the education process, or it could be the product of a wider visioning process that engages more members of your company, perhaps even customers and partners. The vision will eventually guide the development of measurable CRM outcomes. 12
  • 13. 13 4. Set priorities CRM projects vary in their scope and can touch on or more customer-facing parts of your business-sales, marketing or service. Clear priorities for action, normally focused on cost reduction or enhanced customer experience, might fall out of the situation analysis, but more time and debate is often necessary. Priority might be given to projects which produce quick wins, fast returns or are low-cost. 13
  • 14. 14 5. Establish goals and objectives Goal and objectives emerge from the visioning and prioritizing processes. Although the terms ‘goals’ and ‘objective’ tend to be used synonymously, we use the word ‘goal’ to refer to a qualitative outcome and ‘objective’ to refer to measurable outcome. For example, a CRM goal might be to acquire new customer. Figure 3.4 reports data from Gartner Inc. Their research shows that CRM goals generally cluster into three broad areas: - enhancing customer satisfaction or loyalty - Revenue enhancement - Cost reduction The bars in the chart show the percentage of respondents to their survey reporting each CRM goal. It is clear from this information that CRM strategies often pursue several goals. 14
  • 15. 15 Measurable objectives created at this time will later serve to evaluate the performance of the CRM implementation 15
  • 16. 16 6. Identify people, process and technology requirements The next step is to begin the process of identifying the people, process and technology requirements for the goal and objectives to be achieved. You’ll return to these matters repeatedly as the project unfold, but at this stage you need general idea of the changes that are necessary so that you can begin to identify costs and construct a business case. If your goal is to enhance cross-selling opportunities you might need to invest in training sales people to ask the right questions, engineering a new opportunity management process and acquiring sale-force automation software.
  • 17. 17 7. Develop the business case The business case is built around the cost and benefits of the CRM implementation and answers the question: ‘Why should we invest in this CRM project?’ The business case looks at both cost and revenues. CRM implementations can generate additional revenues in a number of way: • conversion of more leads from suspect to prospect to opportunity • more cross-selling and up-selling • more accurate product pricing • higher level of customer satisfaction and retention • higher level of word-of-mouth influence • more leads and/or sales from marketing campaigns • Incremental sales from more effective selling processes.
  • 18. 18 Cost can be reduced by: • improved lead generation and qualification • lower costs of customer acquisition • more efficient account management • less waste in marketing campaigns • reduced customer service costs • more efficient front-office processes.