UNIT 5

CRM Problems in
Implementation

BY SHRAVANI D
CRM Implementation

• CRM implementation is must more than just purchasing and fitting a CRM in the
organization.

• It involves a complete process of installing CRM in the organization so that

organization can manage its relationships with existing and potential customers.

• It is the process of deploying CRM software for the company.

• Effective CRM implementation requires evaluation and mitigation of risk in all

CRM execution activities.
Success factors in CRM implementation

1. Realistic CRM objectives

2. Alignment with organisational objectives

3. Business process

4. Pre-Implementation checklist

5. Realistic budget

6. CRM development team

7. Rational approach

8. Top management support

9. User involvement
 Resistance from Data Lack of clear
employees Authenticity CRM Definition

Lack of
Lack of clear Lack of
guidance and
vision and goals integration
direction
Challenges in CRM
implementation
Measuring CRM Finding the right Chane
outcomes technology management

Stakeholders' Issue
Cost
management management
 Road map for CRM implementation

• Handing over
to end users
• Web based
Designing the documents or
• Business plan Development Measurement
CRM user guides
• Justification • Homegrown
• Integration • Training • Evaluation of
before CRM • Staff • Outsourced
various sessions CRM
implementation • IT team implementation
processes
• Channel • CRM • Comparison to
Designing partners application functional
Technology Delivery expectations
Business Plan
 IT and CRM
• In the context of E-Business, CRM has been transformed to E-
CRM which deals with managing customers relationships over
the web with the help of IT tools.

• Customers are contacted online, and their feedback is also

recorded, even various marketing campaigns are also
conducted online.

• The E CRM was coined by Oscar Gomes, which encompasses

all CRM functions performed with the use of net environment.

• E CRM is an integrated online sales, marketing and service

strategy that is used to attract and retain customers for an
organization.
 Electronic
Interaction

Analytics & Customer

Reporting Focused

FEATURES OF
E CRM
Real time Individual
communication Interaction

Methods in E Refined
CRM CRM
Applications of E CRM
Tools of E CRM

- Business
- Campaign Simulation
management
software - Data mining
software

- Customer
Analytic - Personalized
software Messaging
- Real time system
decision engine
 Content

Context

Community
7 Cs of Effective
Customization
E CRM
Communication

Connection

Commerce