- Customer relationship management (CRM) suites are an indispensable part of a holistic strategy for managing end-to-end customer interactions.
- After defining an approach to CRM, selection and implementation of the right CRM suite is a critical step in delivering concrete business value for marketing, sales, and customer service.
- Despite the importance of CRM selection and implementation, many organizations struggle to define an approach to picking the right vendor and rolling out the solution in an effective and cost-efficient manner.
- IT often finds itself in the unenviable position of taking the fall for CRM platforms that don't deliver on the promise of the CRM strategy.
- IT needs to be a trusted partner in CRM selection and implementation, but the business also needs to own the requirements and be involved from the beginning.
- CRM requirements dictate the components of the target CRM architecture, such as deployment model, feature focus, and customization level. Savvy application directors recognize the points in the project where the CRM architecture model necessitates deviations from a "canned" roll-out plan.
- CRM selection is a multi-step process that involves mapping target capabilities for marketing, sales, and customer service, assigning requirements across functional categories, determining the architecture model to prioritize criteria, and developing a comprehensive RFP that can be scored in a weighted fashion.
- Companies that succeed with CRM implementation create a detailed roadmap that outlines milestones for configuration, security, points of implementation, data migration, training, and ongoing application maintenance.
Impact and Result
- A CRM platform that effectively meets the needs of marketing, sales, and customer service and delivers value.
- Reduced costs during CRM selection.
- Reduced implementation costs and time frame.
- Faster time to results after implementation.
After each Info-Tech experience, we ask our members to quantify the real-time savings, monetary impact, and project improvements our research helped them achieve. See our top member experiences for this blueprint and what our clients have to say.
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