Planning & Implementing Customer Relationship Management Project

5 Phases of CRM Implementation• Develop the CRM strategy• Build the CRM project foundations• Specify needs & Select partner• Implement the project• Evaluate the performance

Phase 2: Build CRM foundations1. Identify stakeholders2. Establish governance structures3. Identify change management needs4. Identify project management needs5. Identify critical success factors6. Develop risk management plan

Phase 2: Build CRM foundations1. Identify stakeholders2. Establish governance structures3. Identify change management needs4. Identify project management needs5. Identify critical success factors6. Develop risk management plan

1.Identifying Key stakeholders• Stake holders’ party that will be impacted

by the change- this could in management, users of any new systems, marketing staff, salespeople, customer service agents, channel partners, customers and IT specialists.

• System users are important stakeholders. • Fred Davis theory of Technology

Acceptance Model.

Perceived

usefulness

External variables

Perceived ease of use

Attitude to use

Intension to use Actual

use

Technology accepted model

Phase 2: Build CRM foundations1. Identify stakeholders2. Establish governance structures3. Identify change management needs4. Identify project management needs5. Identify critical success factors6. Develop risk management plan

Establish governance structures

• Clear governance structure establishes accountabilities, allocates resources, and makes decisions .

CEOEXEC

Sponsor

Sales exec

Marketing exec

Program director

CRM consultant

IS leadSystem

implementer

Sales lead

Marketing lead

Support lead

Customer advocate

Key users

Key users

Key users

Steering committee

Prog. Team

External resources

Governance Structure• Programme Director (PD) • The responsibility :• To ensure that project deliverables are achieved.• Project costs are controlled.• PD will be full time appointment.

Governance StructureEXECUTIVE SPONSOR:• The responsibilty:• Commits real time to project and ensures

that resources are made available.

Governance StructureProgramme Team:• It is composed of representatives from

major stakeholders namely: LEAD.• Leads may have the responsibility of

implementing the project successfully.• The main responsibility of Lead is to

ensure that right people are brought for specific project activities.

Governance StructureCRM consultant.System Integrator:• Responsibility:• Aligning and combining system components

such as people, process technology and data for the achievements of defined outcomes.

• Governance charts shows that the voice of the customer has to be heard in the project team

Phase 2: Build CRM foundations1. Identify stakeholders2. Establish governance structures3. Identify change management needs4. Identify project management needs5. Identify critical success factors6. Develop risk management plan

What is Change Management• Change management is a structured

process and set of tools for leading the people side of change.

• Effective change management is when a structured process and set of tools results in moving the organization and individuals through the phases of CHANGE such that the business results are achieved.

Why Change Management?

• Speed of adoption- how quickly the change is adopted into the organization and how well the project stays on schedule.

• Utilization rate- the overall level of participation and ultimate utilization of the new processes, tools and job changes

• Proficiency- how employees perform in the new environment – are they achieving the expected performance levels?

Change is a processWhere you want

to be

Where you are today

Successful Change management requires

• effective communication,• full and active executive support,• employee involvement,• organizational planning and analysis

andwidespread perceived need for the change

John Kotler’s approach• Create Urgency• Build the Guiding Team• Get the Vision Right• Communicate for Buy-in• Empower Action• Create Short-term Wins• Don’t Let up• Make Change stick

Phase 2: Build CRM foundations1. Identify stakeholders2. Establish governance structures3. Identify change management needs4. Identify project management needs5. Identify critical success factors6. Develop risk management plan

4.Identify project management needs

Phase 2: Build CRM foundations1. Identify stakeholders2. Establish governance structures3. Identify change management needs4. Identify project management needs5. Identify critical success factors6. Develop risk management plan

5.Identifying critical success factors

• Critical Success Factors (CSF’s) are the crucial factors or parameters required for ensuring the success in any firm.

 •Top management Commitment•Strategy and Scope•Data Quality and Migration•Requirements Definition•Adherence to Plan

•Acceptance by Users•Communication•Benefit Realization•Risk Management•Structured Methodology and Approach

Phase 2: Build CRM foundations1. Identify stakeholders2. Establish governance structures3. Identify change management needs4. Identify project management needs5. Identify critical success factors6. Develop risk management plan

6.Developing a risk management plan

1.  Define what risk looks like for your organization.

2.  Identify specific risks. 3.  Categorize each risk.

4.  Rank each risk according to severity or significance.

5.  Develop strategies for reducing or eliminating each risk.

6.  Write your plan. 7.  Test some of those strategies in your

plan for viability.

• THANKU