Professional Documents
Culture Documents
Customer Relationship Management
Customer Relationship Management
Customer Relationship Management
• CRM strategy is a high-level plan of action that aligns people, processes and
technology to achieve customer goals. Situation analysis : This analysis sets
out to describe, understand and appraise the company’s current customer
strategyThis is a three-dimensional analysis of your company’s served
market segments, market offerings and channels (routes to market). The
situation analysis answers the questions, ‘ Where are we now? ‘and ‘ Why are
we where we are? ‘in terms of the three dimensions of the cube.
Phase # 2. Build CRM Project
• Having created the CRM strategy the next phase involves building the
foundations for the CRM implementation.
• Identify Stakeholders
• Identify Change Management Needs
• Organizational Culture
• Identify Project Management Needs
• Identify Critical Success Factors
Phase # 3. Needs Specification and Partner
Selection
• Having built the CRM project foundations, the next phase involves specifying
needs and selecting suitable partners.
• Process Mapping and Refinement
• Data Review and Gap Analysis
• Write Request for Proposals (RFP)
• Call for proposals
• Revised technology needs identification
• Assessment and partner selection
Phase # 4. Project Implementation