. . No one does not know the importance of CRM project planning, but how to successfully complete the CRM project plan, the benevolent see the benevolence, the wise man is wisdom ...
After a period of test and the precipitation, the overall effect of the CRM project was implemented, how to complete the company's CRM project and need deeply to summarize. Different industries, different enterprises and corporate nature have clearly have different demands for CRM, so it is necessary to plan what kind of CRM doing in the business is needed, that is, what functions need CRM, according to The required functionality to determine the complexity of the CRM to be implemented. This can save costs, but also save time, improve the success rate of CRM implementation. Therefore, when we implement CRM, we must first take care of CRM to seriously and strictly planned. Do "Apply the correct CRM tool to the right field" in the right time. Here we will determine the complexity of CRM and three aspects of CRM's business planning from the target of definition CRM. Defining success CRM Targets We first encountered difficulties when starting a CRM project: how to define the evaluation criteria for successful CRM and the corresponding development methods. The entire company, from managers to programmers, should establish a common vision. The problem is that the management personnel with advanced ideas can clearly tell the vision, but often lack the understanding of the organization, it is difficult to develop a real enterprise plan. Your business has such a goal for implementing CRMs: all employees of the company use unified customer profiles. Such a department will no longer have contradictory customer statistics, and the IT department of the customer record system no longer spends months to organize customer information and removal information. The company finally implements a "unified customer view" and uses it to increase customer profit contribution rate. Most successful CRM projects starting from a separate organization, it may be a marketing department, or it may be a sales department. This department has a vision, first recognizing the manager of CRM benefits, he supports the technology of IT departments. CRM system. Once the deployment is successful, this system will greatly improve the company's efficiency and release the potential of CRM. When this potential is sufficiently released, other departments also feel the calories of CRM, they will eventually request to use the CRM system, so that the system gradually promotes the entire enterprise, and the employees of the entire enterprise will share customer information on the same platform, community The high value of the unified customer information is the high value. This is a "graduated radiation" project plan. Indeed, there are still a lot of better ways to implement a CRM project. Just because there are also obstacles for some CRM implementation promotion on management and infrastructure (each company has such an obstacle), it does not mean that you should not start from the correct direction. From the company's own interests, Table 1 explains many evaluation factors that you have to start starting a new CRM project, which helps you evaluate the company's expectation value for CRM, can help you answer some questions: Do you have some follow? At the time of the times, I want to go to the CRM project but I can't clear the business department of the size of the value? Is your IT department push CRM reasons related to improving customer relationships? Is there a clear criteria for successful CRM? In fact, companies that implement CRM have realized that the tools that ultimately achieve are not the most important, and the fundamental strategic effects that the project can achieve, and the effectiveness of the tool is the most important. If the new customer relationship system provides new information for customer behavior, but cannot be seen by the service personnel of the call center, this is obviously a failure. Only the goal of successful CRM will be developed, we will have a basis, that is, the direction of struggle. Therefore, we must first determine the goal of success CRM in the planning phase of CRM. Determine the complexity of CRMs Various companies should determine complexity of different CRM projects based on their own conditions and needs. Complexity is the main metric standard for evaluating the cost, resources, and development steps necessary for CRM. We need to do a CRM system for the company. The process of deploying the CRM system is itself a personalized custom process.
A CRM management innovation complexity is determined by two standards: 1. The number of functions. If your CRM is just to manage customer information, CRM may have only one function. If it is used to automate your competition management, you may have to implement a lot of functions. 2. Use range. After the project is implemented, how many sectors will use the CRM system? Implementing CRM in a relatively small department, it is obviously more simple than the entire company. In addition, the company's scale is also an important factor. For example, a large company may be committed to the technology and infrastructure of CRM projects, and may be proficient in dealing with large companies' system development. On the other hand, small and medium-sized companies do not have many departments such as large companies, although the company can meet the process of business planning and suppliers, but for a small company to ensure that investment is often difficult. Therefore, for small companies, it is clear that some CRM projects with lower complexity are required. CRM's business demand planning regardless of the company is a strict management multinational group or a project approval process, you may need a reasonable business plan, and confirm the rationality of the CRM project to the management department. Rationally on the CRM project, first there is a detailed analysis. Enterprises should choose a certain project according to their own needs. However, we need to satisfy such a premise: CRM's business goals should be consistent with the company's overall strategy. Demand collection is a long-term and complex process, but the core is that demand collection must list what CRM can do for companies. For each business area, ask this question: "CRM can help us solve what?" The answer may depend on a single supervisor or department that requires CRM. However, it also depends on the understanding of the final CRM innovation complexity. CRM is an enterprise-class project that will involve different business sectors, or as a department-level project that needs to complete a single function? Answer these questions is critical. This is not only important to plan your CRM project, but also is important for choosing your CRM products and developing the correct implementation steps. CRM business plan must not only list such as "customer-centric" requirements, but also to correspond to specific viable CRM tactics, it is best to draw a corresponding table of how corporate goals of CRM characteristics . The advantage of this matrix is that it makes the key CRM function more intuitive, let us clearly create what kind of CRM feature of business needs need to be designed. For example, "Web-based self-service" This feature will help the implementation of "service and maintenance efficiency" target. Determining the ROI target In today's uncertain economy and a strong competitive market environment, companies pay more and more attention to the return on investment (ROI), often adopting a "tightening budget", and expect every penny can be rewarded . That is to say, the company has realized the significance of ROI. Defining the goal of ROI on the CRM project is more important. To determine the ROI target, you must first quantify two factors: economic gain (increasing income cost) and cost fees. The determination of these two factors has a lot of contact with traditional investment analysis, including NPV (net present value) - used to explain the current value of future cash flows; IRR (internal return rate) - used to explain Whether an investment can reach the internal yield of the company. The ROI model not only needs to consider income and variable costs, but also consider the total cost. If we want to start several solutions in parallel (for example, update your web content system to provide personalized features; integrating email functions into the competitive management system; or implement a new call center application), we need Determine the contribution of each solution to the overall ROI prior to implementation, which clearly increases the difficulty of determining the ROI target.
