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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