【正文】 Planning for Implementing of CRM Customer Relationship Management Workshop ? Set precise goal ? Involve all departments affected ? Use the Best Employees in the Enterprise ? Influence the Organization ? Coordinate with other Enterprise initiates ? Follow the Project’s progress carefully ? Respect interfaces conversions and data transfer ? Involve many individuals ? Find a process owner ? Speed progress through a sense of urgency ? Make it attractive to participate in the project ? Communicate continually with interested parties ? Stay cool ? Through training and education ? Profitability of implementation ? Avoid over specialized solutions ? Be critical in choice of method ? Prepare implementation waves ? Focus on quick win BusinessOriental Solutions Project Management Change Management Implement Strategy and Planning Steps to Success Customer Relationship Management Workshop CRM DOESN’T JUST happen It needs ? A proper CRM vision ? Strategy ? Action plan and ? Mechanism to measure, monitor and manage that plan Customer Relationship Management Workshop The Four Step Process ? Step One – Determining and Aligning the CRM Vision ? Set the goal of battle (maintain or increase market share, increase consumption by 10%) ? Where the CRM road was eventually to lead (the degree of loyalty to be increased so to get into intimacy level) ? Pointed the anization in that direction Customer Relationship Management Workshop Performance Alignment: The Four Step Process STEP ONE CRM VISION Customer Relationship Management Workshop The Four Step Process ? Three critical measures – The anization’s understanding of its customer – Its understanding of its own anization and – Its mitment to continuous improvement in quality service Customer Relationship Management Workshop The Four Step Process ? Step Two – Developing the CRM Strategy ? Understand the customer – Who the customers were and their needs – Customer purchasing pattern – The impact of marketing and/or munication efforts – Current level of customer satisfaction Customer Relationship Management Workshop The Four Step Process ? Step Two – Developing the CRM Strategy ? The information was then used to – Plot the current customers needs, wants and expectations – Predict where customer needs, wants and expectations were growing – Predict future customer needs, wants and expectations Customer Relationship Management Workshop The Four Step Process ? Step Two – Understanding the Organization ? People and skills to make it happen ? Organization aligned ? Infrastructure that allowed it to happen ? The required systems and processes that paved the way to being more customer responsive ? Services and products that customers wanted ? Market strategy that captured customer attention Customer Relationship Management Workshop The Four Step Process ? Step Two – Understanding the Organization ? A performance measurement system that monitored all required ponents ? The proper balance of controls Customer Relationship Management Workshop Key Organization Requirements CUSTOMER Performance Measurement Service/Product Offering Marketing Strategy People Skills Infra Structure System Process Organization Alignment Controls Scorecards Customer Relationship Management Workshop Performance Alignment: The Four Step Process STEP ONE CRM VISION Three Critical Success Factors Understand Your Customer Understand Your Organization Commit To Continuous Improvement In Quality Service Conduct a Gap Analysis Leads to the CRM Strategy STEP TWO Customer Relationship Management Workshop The Four Step Process ? Step Three – Strategic Performance alignment (SPA) – Building the SPA Program to ensure the three critical success factors were knitted together and continued to support moving the anization towards its vision Customer Relationship Management Workshop The Four Step Process ? Step three – SPA – Objective ? A continuous desire to improve management practices ? To focus anizational efforts on customer needs, wants and expectations ? Assess progress in meeting need, want and expectation ? Ensure the information to make necessary and best customer change decision was available Customer Relationship Management Workshop The Four Step Process ? Step three – SPA – Customer Performance Measurement System ? To find out what the customers need, want and expect ? Providing customers need before they knew it Customer Relationship Management Workshop The Four Step Process ? Step three – SPA (Organizational Performance Measurement System) – Evaluation Criteria ? People and skills ? Structure ? Service and product offering ? Market strategy ? Process ? Infrastructure and enabling supports Customer Relationship Management Workshop The Four Step Process ? Step three – SPA (Organizational Performance Measurement System) – The information will then enable to ? Hire the right people ? Provide the necessary training to improve current people ? Define the roles appropriately ? Determine the products to be produced to meet customers need Customer Relationship Management Workshop The Four Step Process ? Step three – SPA (Organizational Performance Measurement System) – The information will then enable to ? Target munications to ensure most impact ? Implement processes that move it forward ? Ensure that it could acplish its CRM vision Customer Relationship Management Workshop The Four Step Process ? Step three – SPA – Quality Service Performance Measurement System ? Service beliefs have to be developed – What does my staffs and anization able to be be