CRM

SYSTEM SELECTION CRITERIA

SELECTION PROCESS
ROI

Selection Criteria

CRM System aspects

System Business functionality

Technical architecture / technical aspects

Vendor qualification

Vendor strength

Range of services

Vendor as a Strategic IT Partner

Partner Ecosystem

Cost aspects / TCO

User Base / User Groups

CRM System aspects

Functional / User aspects

Breadth and depth of functionality

Regulatory requirements

Flexibility to configure / meet changing requirements

User interface / intuitive interface / ease of use

Future requirements

Product roadmap

CRM System aspects Technical

Aspects

Technology components

Openness of architecture

Scalability, Performance

Integration / Interfacing / APIs

Extensible

Ease of integrating with other systems

Ease of installation, bug fixing, etc.

Ease of Customization Service oriented / Component based

Data extraction / Report generators / Data model and structures

CRM System - Other aspects

User and technical documentation

Upgrades

Support aspects / SLA/SLIs

Warranty

Contractual and Legal aspects

Terms of use

License metrics

Indemnity, Liability, Termination, Escrow, et al.

CRM System Vendor aspects

Vendors commitment to CRM Product

Overall capability

Customer references and installed Customer base; C-Sat

Consulting / Implementation services

Support services

Domain expertise

Partner : Network, expertise, range of partner services

Technical Deployment

In-house / Hosted / Hybrid

Variations : ASP, SaaS, Hosted

Centralized / Distributed / Decentralized Database

CRM
SYSTEM SELECTION PROCESS

System Selection Process

Business Case and Approval - BANT

System Requirements Document / RFI / RFP

Evaluation Criteria, Selection Team

RFI / RFP Process

Product Demos / Proof of concept / Test case based demo

Referrals / Reference site visits / Customer interviews

Shortlisted vendors

Final Proposal

Negotiation / Contracting

Order Finalization

CRM
BUSINESS CASE

CRM Business Case and Plan

Value Proposition

Project Objectives (in alignment with company objectives)

Implementation Plan

Program Governance model

Costing

Staffing

New System or Technology / Impact on existing systems

Risk factors and mitigation plan

Success measurement criteria

CRM Project Vision

Current State Analysis

Strengths and weaknesses of current processes

What needs improvement

Where are the pain points / bottlenecks that affect efficiency

What competition is doing

Desired State Analysis

This establishes project goals

Form the basis for measuring project success

Gap between current and desired state

Examples

Shorter sales cycle, Increased C-sat, Higher sales per rep., Higher close rate, Higher
margin per sale, Improved forecasting, Improved conversion, Reduced customer
attrition, Stronger partner relationship

CRM Project Goals

Measurable, Tangible Goals

Example

Accurate Forecasting

Improved sales effectiveness

Improved customer satisfaction

Effective Campaign management

Higher employee productivity

Enhanced MIS / Analytics for decision support

Business First
Justification
of
determine the ROI Expectations and ROI Indicators ;
Define the goals and measurable objectives
Investment
Convert the measurable objectives to monetary terms cost

savings or increased revenue.

Example ROI Equation:

Company XYZ automated 20 salespeople with a CRM solution.

This Automation reduces salespersons non-selling admin time an

average of 4 hours a week.

4 hours X 20 salespeople = 80 extra selling hours/week.

Thats equivalent to hiring two additional salespeople without the

overhead.

Intangible benefits examples

Enhanced communication ,

Greater Responsiveness

Better-informed employees

Better-informed management

Business Plan Typical Evaluation and Approval Factors

Business Plan Typical Evaluation and Approval

Factors

Business Requirements Gathering

Gathering Requirements

From all stakeholders

Inter-dependencies

Mapping Requirements to CRM Features

Business Processes

Traditional
Customer
Facing Process Example

Business Processes

Traditional
Customer
Facing Process Example

Customer

Focused
Business
Process with
CRM

Business Process Customer

Focus & Orgn Efficiencies

Key aspects from Customer Perspective

Does each interaction demonstrate value to the customer?

Does any interaction waste the customers time?

Does this process improve our ability to see this customer as an individual?

Is there an opportunity to impress the customer or personalize the interaction at

discrete customer touchpoints?

Can we include exception handling to ensure accurate service and personalize

interactions?

Can this process be improved or even eliminated for high-value customers? What
about for the mid-value tier?

Key aspects from Company Perspective

For a given customer-facing business process, how many departments are

involved?

How many actual staff members touch in each process?

What data is transferred between organizations, and how much?

Does the information being shared change as it goes through the process? How
often?

Do the organizations involved in each business process agree on business rules

and common terminology?

CRM
PROJECT SYSTEM IMPLEMENTATION

CRM Project Planning

Business goals and objectives

Team

Implementation schedule

Budget and financial plan

Technical infrastructure

Business Process requirements and mapping

Staffing Plan

CRM Project Deliverables

Specific business needs that the system should address

Example Deliverables:

Classify contacts by type, such as prospect, customer, reseller, supplier, business partner

Automatically notify other team members of important plans, events or customer

interactions

Run reports automatically and distribute electronically

Track customer referrals and lead sources

Manage multiple marketing campaigns, projects and activities

Create mailing lists and generate targeted direct mailings using fax, e-mail or standard
mail

Maintain an online encyclopedia of all marketing and sales materials including slide
presentations, videos, graphics and audio clips

Synchronize data changes, additions, deletions and modifications to records with mobile
users

Involve the Right People

Top management

Executive Sponsors

Business heads

End Users

Prioritize

Must have / Critical for launch

Nice to have

Regulatory / compliance requirements

Business value

CRM Project
Management
Planning

Prioritize
Design
Install
Test

- Review

Build - Configure

- Pilot - Adjust

Launch
Roll

Scope

- Measure

out - Support - Grow

CRM Project Implementation

Phases

Business Process Management : BRD, BPR, Customizations

Build, Testing

IT Architecture :HW and SW,Installation ,System Integration /

Interfaces
Core User and End User Training

Application Configuration, Parameterization

User Acceptance Testing, Production assurance testing

Data Migration / data conversion strategy and execution

Parallel Run

Live Cut-over - Pilot

Production Support

Roll-out and ongoing maintenance

CRM Implementation - CSF

Project Governance Exec sponsor, Steering committee, Project

reviews, Risk management

Integrated approach People, Systems and Processes

Organizational change management - Managing People

Project management Scope, quality, expectations and costs