Question

List all the steps that you as the project manager and your team will need to complete to get the CRM system developed and operational. The steps will include all the processes that must be accomplished as well as the subprocesses.

Create a WBS to include the activities needed to implement a CRM system

Explain the need and value for each task

Answer 1

Functional and Technical Requirements for CRM Solutions:

• Business intelligence and analytical abilities
• Unified channels of customer interactions
• Support for web based functionality
• Centralized repository for both customer and other enterprise information
• Integrated workflow for business rules and procedures
• Integration with ERP and other enterprise wide applications

Core Areas of Business Delivery need to be addressed by CRM Solution:

• Sales Process Covering
  • Sales force automation solutions
  • Territory Management
  • Account Management
  • Sales Funnel Management (Lead to Closure)
  • Targeting Inventories
• Marketing Process
  • Customer Information Management
  • Customer Strategy Decision Making
  • Product Campaign Management
  • Product Concept approval
• Customer Service and Support Process

• Integration of customer communication received from various channels: voice, fax, SMS, e-mails, web, IVRS
• Handling Customer Communications
• ‘Online’ FTR (first time right) capabilities (like data/information availability for various scenarios, scripting), Service Request Creation, Integration with CTI (computer telephony integration) and for call transfer and conferencing
• Assigning and resolving service requests (SR) workflow for assignment of work step owners, monitoring tasks through escalation processes, and customer update of progress through different channels (SMS, IVRS, Out calling, Web etc.)
• Order Management for new order and change order; Automation of fulfillment process through workflows and integration with other support applications (e.g. ERPs, Billing)

Criteria for CRM Product Selection will be:

Organization Imperative for CRM

Tactical or strategic blueprint of relationship with customer

• Standalone applications for tactical initiatives or Strategic level choice that can provide 360degree view of customer

Integration with existing IT Application Landscape

• Integration with legacy, IT systems or applications working on different operating platforms and database schema’s

Product Adaptability

• “COTS” (commercially available of the shelf products) require organization to adapt their processes around the product architecture; requires extreme skill and leadership from management; Disadvantages
• Subsequent Upgrades of packages calls for continuing costs
• Sectoral best practices incorporated in the packages and learning of organization can get lost if these are not taken up for adoption on as is basis

Scalability of Applications

• Must be upgradeable as organization grows without deterioration in capability and performance

Implementation Experience

• Experience of CRM vendor for similar industry/functional domain necessary success factor for deployment

Implementation Experience

• Technical Expertise, Correct design, built out processes and engagement methodology with client must be evaluated
• Validation to be done by reference checks and client visits

Post Roll Out Support Structure

• CRM is a critical enterprise wide application
• Requires continuous support post deployment for troubleshooting, enhancements, changes, training and upgrading through local presence at low cost of ownership