CRM Roadmap for Business Applications  CRM is an enterprise-wide initiative as it aims at integrating the front-end customer facing systems

with the backend systems that actually deliver the product and value to the system.  Defining a CRM strategy involves not only the top management but also the enterprise as a whole with all functional areas.  CRM implementation requires change management because almost all aspects of a business viz. processes, goals, orientation, focus, technology, performance and effectiveness metrics are subject to change. CRM Implementation roadmap y y Helps a firm to develop a positive cultural acceptance of CRM. Enables the firm to deal with the organizational changes, new businesses, customer needs and CRM technologies. Stages Scenario Analysis Technology and Vendor Selection Solution Development

Purpose and Objectives

Business Planning

Implementation

Process Design

Measurement

Scenario Analysis: y y y y y y y Analyses Business and its Environment What is the business of the firm? Who are its competitors? Where is the firm placed with respect to its competitors? What is the present business scenario and how is it likely to evolve in the future? Helps the firm to find its position when compared to its competitors. Need for improvement.

Purpose Definition: y y y After the analysis of its environment, the firm needs to define its purpose for going in for a CRM exercise. This may be to build more effective, efficient and long lasting relationships with their customers. The firm should not embark upon a CRM exercise just because its competitors have done so or it is the latest fad in the industry.

Business Planning: y y y Define CRMs overall objectives at the department and the enterprise level. Include documentation of high-level CRM business goals in the form of a business document that becomes the focal point for strategy development. Includes details on what needs to be done and the people who would be responsible for the same. Fundamental changes may occur in an organization because of such an exercise. Five inter-related areas that are subject to changes: 1. Business focus 2. Organizational structure 3. Business metrics 4. Marketing focus 5. Technology Teams need to be set up Communication is extremely critical and vital.

y y

Process Design: y y y Processes and operations getting designed around the customer (customer-centric) The firms look at their current processes and try to redesign the processes to make them more focused. Effectiveness and efficiency are considered.

Technology and Vendor Selection: y y Various technologies and vendors are evaluated. Factors considered while evaluating the products from different vendors: 1. Alignment of the technology with the current systems 2. Capabilities of the CRM solution in terms of their functionalities.

Solution Development: y tages in solution development: 1. Customization of features 2. Development of new features that is not present in the product 3. Process integration 4. Testing by using the prototype 5. Design of the database 6. Integration of different CRM solutions with each other and also with the back-end systems takes place at this stage.

Implementation: y y The organization deploys the solution and documents it. End-users need to be trained and the system needs to be sold internally so that it is used.

Measurement: y y y y y Involve development of metrics for measuring the performance of the CRM solution and comparing it with the desired performance. If CRM solution falls short of expectations, firm might go back and refine its requirements. Developing metrics enable the firm to measure the success of the CRM implementation in terms of how well it has solved the business problem. ometimes the improvement may be gradual as users become more familiar with the new technology and business processes. Measurement should incorporate user feedback to improve the CRM usability and business effectiveness.

CRM strategy development is an enterprise wide exercise and its success depends upon the customer focus of the organization.