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Detailed CRM Implementation and Issues Slides

The document outlines the phases of CRM implementation, including strategy development, foundation building, needs specification, project implementation, and performance evaluation. It highlights the importance of operational CRM in automating customer-facing processes and discusses contemporary issues such as privacy, ethics, and the future of CRM with advancements like AI and omnichannel integration. Key benefits of CRM automation include improved efficiency, data accuracy, customer experience, and decision-making.

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RiteshChaddha
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22 views11 pages

Detailed CRM Implementation and Issues Slides

The document outlines the phases of CRM implementation, including strategy development, foundation building, needs specification, project implementation, and performance evaluation. It highlights the importance of operational CRM in automating customer-facing processes and discusses contemporary issues such as privacy, ethics, and the future of CRM with advancements like AI and omnichannel integration. Key benefits of CRM automation include improved efficiency, data accuracy, customer experience, and decision-making.

Uploaded by

RiteshChaddha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CRM Implementation and

Contemporary Issues
Detailed Teaching Material for MBA
Students
Based on 'Customer Relationship
Management, Second Edition' by
Francis Buttle
CRM Implementation: Phases
Overview
• CRM Implementation involves the following phases:
• - **Develop Strategy**: Define CRM objectives aligned with business goals.
• - **Build Foundation**: Secure resources, leadership support, and establish
frameworks.
• - **Specify Needs and Select Partners**: Identify system requirements and
evaluate vendors.
• - **Implement the Project**: Execute deployment, integration, and training.
• - **Evaluate Performance**: Measure outcomes for project and business success.
Phase 1: Develop CRM Strategy
• Steps to develop a CRM strategy:
• - **Assess Business Needs**:
• - Identify pain points and opportunities.
• - Evaluate existing customer processes.
• - **Define CRM Objectives**:
• - Increase customer retention, improve
satisfaction, etc.
• - **Identify Metrics**:
• - Establish KPIs (e.g., CLV, NPS, Churn Rate).
Phase 2: Build CRM Foundation
• Key actions in building the CRM foundation:
• - **Leadership Support**:
• - Ensure buy-in from senior management.
• - **Allocate Resources**:
• - Budget for technology, training, and
ongoing support.
• - **Create Cross-functional Teams**:
• - Involve representatives from IT, marketing,
and customer service.
Phase 3: Specify Needs and Select
Partners
• Steps for specifying needs and selecting
partners:
• - **Define System Requirements**:
• - Consider scalability, data integration, and
user-friendliness.
• - **Evaluate CRM Vendors**:
• - Review vendors like Salesforce, Microsoft
Dynamics, and Oracle.
• - **Engage System Integrators**:
Phase 4: Implement the Project
• Steps to ensure successful implementation:
• - **Data Migration**:
• - Transfer existing customer data to the new
system.
• - **System Integration**:
• - Link CRM with ERP, marketing automation,
and other systems.
• - **User Training**:
• - Conduct workshops and provide ongoing
Phase 5: Evaluate Performance
• Performance evaluation involves:
• - **Project Outcomes**:
• - Compare actual results with project goals.
• - **Business Outcomes**:
• - Assess ROI, customer satisfaction, and
process efficiency.
• - **Continuous Improvement**:
• - Gather feedback and make iterative
improvements.
Functional Implementation –
Operational CRM
• Operational CRM automates customer-facing
processes:
• - **Sales Automation**:
• - Lead management, opportunity tracking,
and forecasting.
• - **Marketing Automation**:
• - Campaign management, segmentation, and
personalization.
• - **Service Automation**:
Benefits of CRM Automation
• - **Efficiency Gains**: Streamlines processes
and reduces manual effort.
• - **Improved Data Accuracy**: Centralized
customer data ensures consistency.
• - **Enhanced Customer Experience**:
Personalized interactions boost satisfaction.
• - **Better Decision-Making**: Provides
actionable insights through analytics.
Contemporary Issues – Privacy and
Ethics
• - **Privacy Concerns**:
• - Transparent data collection practices.
• - Compliance with regulations (e.g., GDPR,
CCPA).
• - **Ethical Practices**:
• - Avoiding data misuse and bias.
• - Promoting ethical AI in CRM systems.
• - **Trust-Building**:
• - Foster customer trust through responsible
The Future of CRM
• - **AI and Machine Learning**:
• - Predictive analytics for customer behavior.
• - **Omnichannel Integration**:
• - Seamless customer experiences across
platforms.
• - **Emerging Technologies**:
• - IoT and blockchain integration.
• - **Focus on Personalization**:
• - Hyper-customized customer interactions.

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