Page 257 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes We include in this phase the following stages, where the execution order may be different
from the presentation order, depending on the particular case:
(a) Vendor and product evaluation: This stage consists on the process of evaluating,
comparing and deciding which software tool product and vendor are the best for the
company’s CRM requirements of customer caption, retention and data analysis.

(b) Implementation consultant evaluation: Here it is decided which consulting company is
best suited for implementing the selected CRM software.
(c) Analysis of the company’s current technology: This stage makes a report of the current
underlying information systems and information technology infrastructure of the
company in order to know if and how it can support the requirements of the system.

(d) Detailed impact analysis of the introduction of a CRM system within the organization: The
project team makes a report of the possible organizational and technical changes of
the affected areas the company will experiment with the implementation.
3. Implementation Phase: The implementation phase means the customization,
parameterization and adaptation of the CRM software purchased according to the needs
of the enterprise. This is usually done with the help of implementation consultants, and of
documentation, technology support and user training from the vendor. Implementation
must not be taken lightly since it is a very risky phase. Many companies have invested
large sums in CRM projects, and many of them are not getting what they expected.

Within this phase the project team has to carry out the project as planned, once the executives
have agreed to execute the introduction of a CRM system. This is a good opportunity for
identifying and improving the CRM processes that may lead to business benefits and
drive the organization’s business success.

Notes While being a risky effort, a successful implementation will help the enterprise
encompass a coherent business strategy in which people, processes and technology are
organized around delivering value to their customers.

The implementation phase contains the next stages, their presentation order being different
from possible execution order:
(a) Implementation plan: This plan defines the project goals, develops a strategy for
achieving them and explains how the application supports the strategy; it also
addresses the vision, business goals and technology considerations for the
implementation.
(b) Organizational alignment: This stage carries out the activity of bringing together
executives, IT professionals, managers and users to understand the business objectives
of the CRM project and to support the implementation initiative.
(c) Risk identification and management: The project team points out and evaluates the main
risks for the implementation, and delineates contingency plans for those risks.

(d) Implementation process management: Refers to the overall coordination and follow of
the implementation project.
4. Use and Maintenance Phase: This stage corresponds to the use of the product in a way that
returns expected benefits and minimizes disruption. It is recommended to be aware of the
issues related to functionality, usability and adequacy, and how they interact with the
organizational and business processes.

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