Implementation of CRM

The implementation of CRM

strategy is a process of developing
and executing a series of small
CRM projects.
These projects are all aimed at the
business needs and value
propositions identified when the
strategy is defined,and they
normally fall into three categories.
1.Operational CRM projects that enable the
technical and functional requirements of the CRM
strategy.

2.Analytical projects whose objective is to obtain a

good understanding of
customers,needs,expectations,and behaviours.

3.Implementation projects that deploy the

operational and analytical outputs to improve
marketing decision and customer relationships.
1.Operational projects:
The objective of these projects is to construct an infrastructure that meets the
technical and the functional requirements of CRM.
Examples of these projects include automation of functions such as call center or
an order processing system,setting up a customer database and so on.
On the surface most of these projects do not create revenues directly but if
sucessfully developed and completed they provide the company7 the necessary
resources to perform value added CRM projects.
2.Analytical projects:
Analytical projects are implemented to help the company understand its by using
data analysis tools that borrow into the company’s database.This area of CRM is
also called data analytics.These projects create the ability for a firm to establish
and manage profitable relationship with its customers.
Data analytics projects include two major types of activities:Customer data
transformation and customer knowledge discovery.
Customer data transformation:This involves extracting and transforming raw data
from a wide source of internal and external databases,marts,or warehouses,and
then pooling the total data value and information into a place where it can be
accessed and explored.
Example:Geographic,lifestyle and psychographic data can help in developing a
3.Deploying operational and analytical outputs:
Generally the goal of these projects is to increase revenue and profit by
improving relationships with customers.
Example:Automation of a call centre will service customers more promptly
and effectively,and online transactions process will enable customers to
transact through self service.
Using the analytical result of customer value assessment and customer
profiling,Marketing campaigns will target the customers or prospects most
likely to respond.
The planning and forecasting of sales,marketing,and customers service will be
improved based on customer life cycle patterns to make the sales and
marketing efforts more focussed and efficient.
All these will help the company acquire and retain more ideal customers and
improve profitability of existing customers.