(
课件网) Chapter 10 Planning and Implementing CRM Introduction Learning Objectives Scope and Significance of CRM Project Business Process Reengineering (BPR) for CRM Implementation CRM Implementation Process Recap Chapter 10 : Planning and Implementing CRM After going through this chapter, the students will be able to: Understand how to make a CRM business plan Appreciate Importance of Business Process Re-engineering (BPR) for CRM Project Understand Issues involved in selection of CRM application Know the importance of adoption of CRM within organization Learning Objectives CRM is not just the purchase and installation of a software application, but it demands a well-planned and structured methodology that involves the adoption of new philosophy and change in the culture of the organization. The process of CRM implementation may differ from organization to organization, depending on organizational goals, business objectives, the current level of training required for the employees & availability of technology. A highly skilled and trained team of professionals is required to make CRM implementation a success in any organization. Introduction The CRM initiative of an organization can vary from simple to complex in scope. CRM brings about business change and this is the very purpose of implementing CRM. Clarity of objectives of implementation of CRM is prerequisite for success. The awareness will bring involvement and subsequently the commitment towards CRM implementation. Scope and Significance of CRM Project The implementation of CRM in an organization will require highly organised and systematic changes in the processes of Customer Service, Sales and Marketing. CRM should be taken as a tool of change management. The objective of CRM is to transform the focus of organization from product centric to customer centric. For successful implementation and adoption of CRM, it is imperative that all business processes are redesigned to ensure that they are as per philosophy of CRM. BPR for CRM Implementation CRM Implementation Process Identify the problem areas in the present customer relationship cycle that are affecting the present service delivery process, marketing campaigns and sales management. Measure the existing key performance matrix with respect to these three areas. The key service performance parameters The key sales management performance parameters The key marketing campaign parameters The existing performance matrix should be analysed to find out the weak areas. 1. Analysis of Current Internal Situation No organization works in isolation, instead it has to face competition. The performance of the organization should be compared with that of the competitors in the same business area. The strengths and weaknesses of the organization should be analysed with respect to the competitors. Identify the parameters where competitors are ahead of your organization. 2. The Competitive Situation ... ...
