Embed Size (px)
Citation preview
Critical Success Factors of a CRM Implementation in the Real World
Bishop’s UniversityMarch 15 2002
Hooman K. TaravatiProximi-T
[email protected](514) 270 8782
Contents
• Review benefits of key CRM functionalities
• Implementation pains and hurdles• CRM project critical success
factors• Lessons learned from real life
projects
CRM Terminology Check
CRM aligns business processes with customer
strategies to build customer loyalty and increase profits
over time.
Darrell K. Rigby - Bain & Co.
cu
sto
mer
inte
racti
on
gro
wth
(%
)
0
300
600
900
1200
1500
1800
2100
2400
2700
3000
3300
3600
1997 1998 1999 2000 2001 2002 2003
InternetE-mailTelephone
- Forester Research
Customer Interactions
Enhancing Customer Interactivity
Key CRM Functionalities
Enhancing Customer Interactivity through
• 360° Client Intelligence• Campaign Management• Business Development Support• Client Support & Service
management
Major CRM Benefits
• Unified reporting• Client interactions tracking> Client Intelligence> Organisational
readjustment> Intangible assets
-Peppers & Rogers
IdentifyIdentify DifferentiateDifferentiate InteractInteract CustomizeCustomize
360° CRM Implications
Enterprise
Telephony
Intranet
ERP
Operational Systems
CRM
CorporateWebsite
Extranet
Client Intelligence
(CI)
Office Automation
BusinessIntelligence
(BI)
Telephony
Intranet
ERP
Operational Systems
CRM
CorporateWebsite
Extranet
Client Intelligence
(CI)
Office Automation
BusinessIntelligence
(BI)
Sharing most recent & relevant client info
• DB Centralisation and normalisation• Enterprise system integration• “Ownership” issues
Failure Rate
More than 75 % of enterprises engaged in CRM initiatives are
incapable of combining a comprehensive view of the customer with actionable, personalized advice
to customer or sales/service agents.
- Gartner Group
Bad Advice1%
Failure attributed to…
Technology4%
Change Management
84%
- CRM Forum
CRM Hurdles
People, process, technology:• Change enablement (risk mgmt)• Business process overhauls• Technology solution selection Implementation team in tune
with client interactivityobjectives
Critical Success Factors
• Need a clear CRM strategy derived from business objectives.
• Facilitating its adoption across the extended enterprise.
• CRM integrated to enterprise systems.
• When it comes to technology,less is more!
Lessons learned
• Sunguard EMS (Great Plains Siebel)
• OLGC (Onyx)• Canadian Diabetes Association
(Onyx)• The Royal Canadian Mint (CMS)
Sungard EMS
• Siebel Service & Siebel.com Channel
• Client Service Request Management
• Multi-organisational Deployment• Channel management integration
with Website (now)• Sales Force Automation (next)
Ontario Lottery Corporation
• Retailer Relationship Management (7000)
• Business Process Overhaul• CRM Telephony Integration• 1-800 number simplification: from14 to 2• Competency-based call routing• Client data centralisation (dozens of
databases were eliminated)• Next steps: Partner and Consumer
Portals
Canadian Diabetes Association
• Business Process overhaul• Customer Relationship Management• Effective management of relationships
with 2,000,000 stakeholders (2002)• 4 types of stakeholders :
•Diabetics•Donors•Volunteers•Researchers and scientific community
• Employee portal followed by Customer Portal
• Fund Development and Management
Royal Canadian Mint
Personalisation
Content Management
ProfileMgmt
CommerceSolution
Customer Relationship Management (CRM)
Direct Marketing
InteractivityCenter
Web site
ERP
Clients, prospects and distributorsClients, prospects and distributors
