e1's 12-step guide to CRM success

As experienced Customer Relationship Management (CRM) solution providers we are often asked what makes a successful CRM project. Our 12-step guide highlights some of the principle areas in planning for a successful CRM project.

1. Gain buy-in across the organisation

It is essential that everyone is on board and that you have buy-in from all departments that are likely to be affected by the project. These departments must be consulted from the outset to ensure their departmental requirements are met. Top-level buy-in is also crucial to project success, so ensure that you get your management’s support from the outset.

2. Define your customer service strategy

Identify what your customer service goals are. This will enable all subsequent system design to be focused on achieving these core customer goals. These goals must be well known and accepted throughout the organisation, and should be organisation specific, rather than generic.

3. Project scope

Start by identifying what areas of business you need or want to automate. Taking an incremental approach allows you to implement one area at a time, avoiding overwhelming users. Priority should be given to problem areas and those likely to provide the greatest ROI opportunities. This incremental approach also maximises your budget, without skimping on functionality.

4. Re-define business processes

Business processes are either formal, with written steps that must be followed, or informal, with general guidelines. All business processes must be redefined enabling you to identify those that will be affected by the project, and if necessary those that will need to be changed. Map out your business processes, and then find the right technological solution to the deliver the highest value. The solution must be the right fit for your organisation.

5. Requirement analysis

Your requirements will relate to what you want the system to do and what characteristics you want it to have. They should be clear, comprehensive, measurable, and above all, fit in with your general business requirements. They should also fit with your budget.

6. Project team

The project team should include a representative from all the departments that will be affected by the CRM project. This will ensure that all the needs and concerns are fully understood. The representatives must have both depth of understanding about their business processes and the authority to make decisions on behalf of their department.

7. Project leader

Ideally, the project leader should be from the department the project most impacts. They must be business focused, rather than focused on the technology functionality. Their role is to work closely with the vendor project leader to ensure the project runs smoothly and to schedule.

8. Vendor selection

This should take into consideration business focus, technical fit, management, finance, experience in your industry, customer references, case studies, training, support and implementation. You should also decide whether the vendor would add value to your business, and whether you could see them as a long-term partner.

9. Commitment to milestone dates

The initial project meeting with the vendor will determine both the scope and overall direction of the project. The project team and vendor should also decide on specific goals, plans, and schedules, and also allocate responsibility and resources. By setting preliminary milestones, you will ensure that the project stays on track, and doesn’t fall behind schedule.

10. Document all system design and changes

The vendor should document all system design and customisations, and provide copies for your records. This is essential if you ever change vendor or decided to work with any third parties in the future.

11. Pilot your project

Rolling out a low risk, simple, straightforward pilot is advisable. This will ensure that the solution is applicable, as changes may have occurred in the business since the project commenced. When you can understand what worked, quantify the results, and make any refinements, you can then justify the rollout.

12. Take a long-term view

CRM success is about constant learning and commitment. As your organisation changes and develops, so should your CRM solution. Periodic reviews are therefore important to keep your strategy moving forward. You need to also consider long-term internal promotion of your system to ensure continued buy-in, together with refresher training.

To further discuss your specific CRM requirements and start planning your CRM project, contact e1 Business on (01962) 718270 or email info@e1business.com