Implementing a CRM solution is a complex
process, in which special attention needs to be lent to solution analysis,
design, implementation strategy and execution.
The process begins with an analysis in
which the scope of the project
is defined and system functional and technical
requirements are determined. The following activities must
be undertaken in this stage:
  determination
of project scope,
definition
of services and associated operating processes,
definition
of relationship channels to be implemented,
definition
of process and data models,
definition
of interfaces with all other systems,
identification
of technological platform,
system
dimensioning,
definition
of project methodology,
identification
of the CRM product best suited to functional and technical requirements,
definition
of implementation strategy, Implementation
Plan
Once the requirements are defined the solution design is addressed,
in which the following aspects are studied:
design
of operating processes for each channel,
desgin
of inter-channel information exchange processes,
design
of information exchange processes with other areas and systems,
design
of data entry processes,
design
of technological platform and communications architecture,
design
of Communications Plan
After the CRM solution is designed, it may
be built in one of two ways:
customised
development
purchasing
standard software available on the market (CRM product)
In most cases parameterising standard market software is the better
solution, as it is less demanding in terms of implementation time
and development efforts, takes less time to reach the production phase
and is equally adaptable to business operating arrangements. Although
the initial investment is greater in this case than for a customised
system, for the foregoing reasons, the turnaround time for returns
on investment is shorter and there are no opportunity costs to speak
of. Finally, during the Implementation
phase, the aspects to be considered are parameterisation and development
of the system and action geared to implement:
process
re-engineering designed on the basis of the technological solutions
implemented:
- customer orientation,
- commitment to service,
- enhanced "value chain" by
acting on inter-departmental links,
- elimination of departmental monopolisation
of information.
the
Communications Plan, in which users are informed of the advantages
of the new business philosophy and strategy that is to be implemented,
facilitating system acceptance at all levels of the organisation,
the
Training Plan, in which requirements are defined on the grounds
of different user profiles, the training agenda is established, manuals
are generated, courses are delivered and the quality of training evaluated.
This provides for optimum operation and capitalisation of system capacities
and their proper use,
the
Entry Plan, in which the data are defined along with the strategy
to be followed in initial and periodic data entry,
Progressive
incorporation of additional functionalities and channels in keeping
with the needs that arise in the business area,
Establishment
of a pre-exploitation envionment
for system testing and mainetenance.
The collaboration and involvement of the entire corporate structure
in the project is essential to guaranteeing successful implementation
of a CRM solution.
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