Page 258 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 10: Delivering Customer Offer

After system implementation, it must be maintained in order to fix and prevent Notes
malfunctions, to optimize special functions and to improve general system procedures.
Also, another important activity that may be carried out is measuring the progress, to see
how well the implementation of the CRM system is supporting the business goals. Usage
strategy should not only focus on technology, it should also rely on business strategy,
people, process and components of change management.
The next stages were detected in this phase:

(a) User training: The stage where the software vendor trains the employees of the
enterprise in the profitable use their system. Users of the sales, marketing and
customer service departments should be the first to be trained.
(b) Implementation evaluation: Managers analyse and determine the impact of the
implementation once it has been completed.

(c) User satisfaction and usage intention: Determines the degree of acceptance or rejection
from the user to the CRM system, and how well they are using it.
(d) Return on investment: The project team presents a report analyzing the expected ROI
of the CRM system to the executives and CEO.
5. Evolution Phase: Once the CRM system is already in use, this phase corresponds to the
integration of more capabilities into the CRM system, providing new benefits such as the
interaction with other enterprise information systems like supply-chain management
and business intelligence.
Also the enterprise may decide to expand the system across its frontiers for external
collaboration with other partners.

We can find the following stages in this phase:
(a) System maintenance: The software vendor is in charge of providing the corresponding
maintenance to the system so that it may function properly.

(b) Integration with other enterprise systems, such as ERP, SCM or BI.
(c) Migration: This means changing the version of the system to a most recent release, in
order to receive the most current and best possible support by the vendors.

6. Retirement Phase: The retirement phase corresponds to the stage when, with the appearance
of new technologies or the inadequacy of the CRM system to reach business goals and
needs, managers decide if they will substitute the CRM software with another information
system technology approach eventually more adequate to the organizational needs. Within
this phase we identified the following extreme situation, which unfortunately is not
exceptional:
 Implementation failure: If the CRM system cannot help the company to reach its CRM
goals, the managers should decide to retire it and go back to the previous information
system, or to start out another implementation project, eventually with other vendor
or product or consultants. Obviously, no second trial should be addressed without a
throughout shared analysis of the reasons behind the failure of the first CRM project.

Task Explain the different phases of CRM strategy.

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