CRM Solution Selection

Functional and Technical

Requirements for CRM Solutions
• Business intelligence and analytical abilities
• Unified channels of customer interactions
• Support for web based functionality
• Centralized repository for both customer and
other enterprise information
• Integrated workflow for business rules and
procedures
• Integration with ERP and other enterprise wide
applications
Three Core Areas of Business Delivery
Addressed by CRM Solution
• Sales Process Covering

• Marketing Process

• Customer Service and Support Process

 Sales Process Covering
• Sales force automation solutions
• Territory Management
• Account Management
• Sales Funnel Management (Lead to
Closure)
• Targeting Inventories
 Marketing Process

• Customer Information Management

• Customer Strategy Decision Making

• Product Campaign Management

• Product Concept approval

 Customer Service and Support
Process
• Integration of customer communication received
from various channels: voice, fax, SMS, e-mails,
web, IVRS
• Handling Customer Communications
• ‘Online’ FTR (first time right) capabilities (like
data/information availability for various
scenarios, scripting), Service Request Creation,
Integration with CTI (computer telephony
integration) and for call transfer and confrencing
 Customer Service and Support
Process
• Assigning and resolving service requests (SR)
workflow for assignment of Sr’s work step
owners, monitoring tasks through escalation
processes, and customer update of progress
through different channels (SMS, IVRS, Out
calling, Web etc.)
• Order Management for new order and change
order; Automation of fulfillment process through
workflows and integration with other support
applications (e.g. ERPs, Billing)
Criteria For CRM Product Selection
Organization Imperative for CRM
Tactical or strategic blueprint of relationship with
customer
• Standalone applications for tactical initiatives or
Strategic level choice that can provide
360degree view of customer
Integration with existing IT Application
Landscape
• Integration with legacy, IT systems or
applications working on different operating
platforms and database schema’s
Criteria For CRM Product Selection
Product Adaptability
• “COTS” (commercially available of the shelf
products) require organization to adapt their
processes around the product architecture;
requires extreme skill and leadership from
management; Disadvantages
• Subsequent Upgrades of packages calls for
continuing costs
• Sectoral Best practices incorporated in the
packages and learning of organization can get
lost if these are not taken up for adoption on as
is basis
Criteria For CRM Product Selection
Scalability of Applications
• Must be upgradeable as organization
grows without deterioration in capability
and performance
Implementation Experience
• Experience of CRM vendor for similar
industry/functional domain necessary
success factor for deployment
Criteria For CRM Product Selection
Implementation Experience
• Technical Expertise, Correct design, built out processes
and engagement methodology with client must be
evaluated
• Validation to be done by reference checks and client visits
Post Roll Out Support Structure
• CRM is a critical enterprise wide application
• Requires continuous support post deployment for
troubleshooting, enhancements, changes, training and
upgrading through local presence at low cost of
ownership
• Salesforce vs Microsoft Dynamics