Building a CRM Project: A Comprehensive Guide
Phase 2: Building CRM Project Foundations
1. Identify Stakeholders
The first step in any CRM project is to identify stakeholders. Stakeholders include anyone impacted by the change, such as senior management, system users, marketing and sales teams, customer service agents, channel partners, customers, and IT specialists. Their involvement is crucial for project success.
2. Establish Governance Structures
Effective governance structures ensure clear roles and responsibilities. The program director (PD) oversees project deliverables and cost control. In larger projects, the PD role is typically full-time.
3. Identify Change Management Needs
Even small CRM projects require change management. For example, a sales-force automation project might involve centralizing data and changing selling methodologies, which can lead to resistance. Addressing these concerns is essential.
4. Organizational Culture
Organizational culture plays a significant role in CRM implementation. Understanding the shared values and beliefs within the organization helps ensure alignment with the CRM project’s goals.
5. Buy-In
Gaining buy-in at both intellectual and emotional levels is crucial. Intellectual buy-in involves understanding the need for change, while emotional buy-in reflects genuine enthusiasm and excitement.
6. Identify Project Management Needs
CRM projects demand strong project management skills. A comprehensive project plan outlines the steps to achieve CRM goals within budget and timeframe. The program director or a consultant may handle project management.
7. Identify Critical Success Factors
Critical success factors (CSFs) are essential elements for project success. These may include a clear customer strategy, a collaborative organizational culture, executive sponsorship, accurate customer data, focus on people and processes, quick wins, and stakeholder engagement.
8. Develop a Risk Management Plan
Identifying and mitigating potential risks is crucial. Common risks include inadequate project management, user resistance, and technology challenges. A risk management plan outlines strategies to address these risks.
Phase 3: Needs Specification and Partner Selection
1. Process Mapping and Refinement
This phase involves identifying and improving business processes for efficiency and automation. Business processes define how tasks are accomplished within the company and can be categorized as vertical/horizontal, front/back-office, or primary/secondary.
2. Data Review and Gap Analysis
Reviewing data requirements and identifying gaps is essential for successful CRM implementation. Different types of CRM (strategic, operational, analytical, collaborative) have varying data needs. Companies must determine the necessary customer data for each type.