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Stage 1: Understanding CRM
CRM primer, glossary and introductory presentation.
Stage 2: Analyzing CRM
CRM company lifecycle analysis, unified weighted SWOT, CRM core
competence, strategy process, CRM optimal critical path, marketing,
sales and customer services process inventory and salience, value,
waste and activity based process analysis, customer profitability
model.
Stage 3: Project Managing CRM
CRM critical success factors (categorized under project management
methods, strategy and design, leadership, values and change, resourcing,
external focus, performance and payback, technology), Belbin team
roles, business and project risk, variance analysis, CRM project
Gantt chart.
Stage 4: Designing the CRM Business Operation
.......... ... Designing the CRM Technical
Solution
CRM enterprise process framework, CRM strategic scorecard, reporting
parameters, CRM consolidation of analysis, CRM vertical and horizontal
organizational alignment, knowledge, content and document process
designs, business process rules matrix, CRM “b2c” and
“b2b” data fields, CRM comprehensive software requirements
function tables, CRM applications architecture template.
Stage 5: Changing to CRM
Customer centric values analysis, stakeholder analysis, change
cycle, process driven and holistic change management, customer facing
roles incentives and trade-offs, CRM change management presentation,
conflict resolution method process, careers’ management format,
training needs analysis, CRM change management costs, internal and
external communications formats.
Stage 6: Costing & Justifying CRM
CRM cause and effect model, CRM low and high cost investment options,
CRM preliminary cost analysis, customer base asset growth, brand
goodwill and customer relations correlation, CRM project costs,
CRM benefits and ROI spreadsheets, CRM cost benefit risk analysis,
investment analysis primer.
Stage 7: Purchasing CRM Products
Request for Proposal template, CRM vendor and partner weighted
evaluation criteria, CRM spreadsheets and selection process.
Stage 8: Implementing and Reviewing
CRM Go-live action plan, usage evaluation, CRM assessment and review
method.
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