Technical Analysis Report: 2004-11-10
This issue: CRM project implementation - demand survey
Author: genstone
CRM project implementation is divided into several stages: CRM management concept import, service card, process curing, system deployment, application training, business online.
In the introduction phase of the concept, the main implementation is the mobilization and CRM concept of CRM, and supports the support of the tissue high-level and various business departments. This phase is most important. Moreover, it is necessary to repeatedly enhanced in the subsequent stages.
The business card phase is mainly to determine the organization's goals, current business models, business processes, business cross-process rules of departments, and use of departments, data, reports, etc.
This article is a brief introduction to the Experience of the author's implementation of CRM, a brief introduction to the First Requirement Meeting between the concept introduction phase and the business card phase.
First, it is to be noted that most of the business units are not familiar with management knowledge and information technology such as CRM systems. It can be said that there is no specific intuitive concept in their brain. The so-called interlaced is like a mountain. Therefore, in the demand survey phase of the project implementation, it is necessary to design the topic to be investigated and supported by the organization. this point is very important.
Talking about the support and attention of the organization, according to the author's experience, in an enterprise organization of other industries, other industries and types of enterprises, IT departments belong to the second-line department, and an image is a description of the IT department. It should be, but once there is a mistake, other departments and high levels will blame IT. This is the industry and the current enterprise environmental resource decision, there is no mistake and improper place. Therefore, when implementing the CRM project in the IT department, it is necessary to obtain full support of the tissue high layer, otherwise the project will completely fail. When arranging the survey person, try to arrange a longer IT project group personnel within the organization, and require a certain communication skills and knowledge background.
The survey is based on interviews, assist other ways, such as phones, email, and investigations. Note that it is based on interview and cannot be inverted. The survey is not completed, and many interviews can be arranged according to the specific situation of the project. The steps of interviews are summarized according to my actual operation and the requirements of the BSP (Bussiness System Plan) as follows:
u interview preparation work
u Special preparation for the object
u interview process
u Summary Analysis Talk
u Feedback to confirm the results of the conversation and analysis
Preparation for interview
The content includes the information that wants to get, the topic is confirmed, interviewed the identification, time location determination, interview invitation, interview template preparation. In addition to special projects, in addition to special projects, generally contain aspects: work content, organizational structure, business processes, business needs data, downward reports, concerns, and concentrated issues. The topic of the interview can be determined according to the above content.
Special preparation for face-talking objects
Due to the personality of the interview object and in a different location in the organization, it is necessary to arrange different interviews process arrangements for different objects. For example, when interviewing the management, control, cost, etc., it is necessary to follow the problems of the management, control, cost; when the person who is more inside, not good communication, can be stepped up, and can talk from the usual work content, which is They have to face and worry about it. The skills of these interviews need to host meetings and demand surveys have certain communication skills and techniques.
Interview process
Be sure to pay attention to this interview during the interview. It is necessary to talk to the infrastructure for the interview plan, especially in the face of manager and supervisor, because they have strong communication and control. The purpose of discovering that the purpose is not achieved when the conversation is ended.
As mentioned earlier, CRM does not have a concept in most of the investigators, which requires the interviewer to instill the concept of CRM in the interview, and can introduce the concept of this project, selected CRM product introduction . In addition, it is necessary to emphasize the support and attention of the tissue high-level. Summary Analysis Talk Result / Feedback to confirm the results of the conversation and analysis
The records of the synunction, analyze the corresponding processes, data, roles, etc., and go to the interviewer to get his confirmation
Attachment is interviewed recording template
CRM Requirement Meeting
DID
Date
DEPT./POS.
Visited
Phone EXT.
Now Future Structure
WF (Work Flow)
Customer
Data / report
Else Requirement
