How to Implement a successful CRM System
This method assumes that you have already chosen a solution, and you want to proceed with an IMPLEMENTATION.
If you haven't already decided on a particular software product, then you will have to insert the RFP, Demo and Acquistion work into a phase following my Phase I below.
Phase I - Requirements Analysis
This portion of the project begins with a planning meeting where high level business/project objectives and scope are reviewed and agreed to. Subsequent to that, the business processes of the compsny are analyzed in great detail. The results are then mapped to the software and a plan for the actual implementation portion of the effort is created. This phase results in an agreed to design and a firm of set of plans and budgets.
Individual tasks include:
- Meet with Management, Review Objectives. Identify Barriers & Opportunities
- Review & Document Current Business, Sales & Customer Service Processes
- Map Business Requirements & Processes to CRM Software Functionality
- Identify Needed Reports & Inquiries, Document Format, Timing & Distribution
- Identify Gaps and Improvements, Prepare Solution Approach, Secure Customer Approval
- Identify & Document Points of Integration to other Systems (if any)
- Identify the Needs of Remote Users for Access & Synchronization (if any)
- Conduct User Interface Design Meeting, Document Required Personalizations
- Asses Current Technical Environment, Prepare Purchase/Upgrade Recommendations
- Gather Info regarding Data Conversion Requirements
- Define the depth/breadth & delivery format of the required end-user training
- Document User Acceptance Testing Scenarios & Requirements
- Define Post-Deployment Support Requirements
- Prepare/Deliver Scope Documentation, Final Project Plan & Budget, Secure Approval
Phase II - Personalization & Prototyping
The purpose of this phase is to install the software and personalize it per the customer's requirements. This phase also includes testing, data migration, and the integration of any other software systems. The deliverable in this phase is a comprehensive Customer Relationship Management system that meets all of the firm's business needs in that area.
Individual tasks include:
- Step Up Hardware, Databases & Communications
- Install Software & Complete Organization Set-Up & Initial Security Settings
- Complete User Interface Personalizations, Table Population, Process Workflows
- Prepare/Adjust Reports & Inquiries As Needed
- Perform Any Necessary Integration Programming
- Test Software Application & Secure Customer Approval.
- Test Data Migration Tools & Results
- Test Remote Access Capabilities & Synchronization Routines
- Prepare End-User Education & Training Materials
- Prepare User Acceptance Scenarios & Documentation
Phase III - Deployment
In this phase, the software application is moved into a production environment, end-users are trained, data is migrated and all deliverable acceptance forms are completed.
Individual tasks include:
- Delivery of End-User Education & Training
- Revising Internal Operating Procedures
- Executing a Conference Room Pilot/User Acceptance Testing
- Make Go/No-Go Decision & Prepare Cutover Plan
- Develop Support Plan, & Introduce Support Team & Mechanisms
- Perform Final Data Migration & Cleansing Work
- Execute Cutover Activities
- Perform As-Needed Follow-up During First Two Weeks After Cutover
Phase IV - Post-Implementation Audit
This effort is typically performed about 60 - 90 days after the go-live date.
Individual tasks include:
- Execute System Use Audit
- Identify Additional Opportunities for Improvement
- Prepare Plan and Approach
- Meet with the Management Team to Present Findings & Recommendations
1) Concentrate on user needs, not corporate needs.
2) Work in smaller phases. Get them successful and then expand.
3) Get user feedback and buy in.
4) Get clear buy off - from senior execs - on success criteria for each phase.
5) Get the senior execs to understand that this not really an IT project. Technology is secondary!
Customer Relationship Management is a philosophy, a strategy and a process. The CRM System is something else, and it will not work if the company doesn't get the CRM part right first.
Make sure that you have plenty of time to plan and design the system to meet your needs. Then train, train, train. We actually are doing our CRM implementation in phases. Sales and Marketing first, followed by our Implementation Department (all customized)..then Customer Support.
Remote users are going to be your greatest challenge. It took a whole month for our Sales Force to just load their data CD and then another month for them to input their funnel...and they are just now starting to enter data.
My biggest advise would be to start SLOW and have executive sponsorship!
