Chapter 3: Planning and implementing customer relationship

management projects
CRM implementation:
The five major phases of a CRM implementation, and the processes and
tools that can be used within those phases to ensure that CRM projects
deliver what is expected of them.
1. develop the CRM strategy:
i. situation analysis
ii. commence CRM education
iii. develop the CRM vision
iv. set priorities
v. establish goals and objectives
vi. identify people, process and technology requirements
vii. develop the business case.
2. build the CRM project foundations:
i. identify stakeholders
ii. establish governance structures
iii. identify change management needs
iv. identify project management needs
v. identify critical success factors
vi. develop risk management plan.
3. specify needs and select partner:
i. process mapping and refinement
ii. data review and gap analysis
iii. initial technology needs specification, and research alternative
solutions
iv. write request for proposals (RFP)
v. call for proposals
vi. revise technology needs identification
vii. assessment and partner selection.
4. implement the project:
i. refine project plan
ii. identify technology customization needs
iii. prototype design, test, modify and roll out
5. evaluate performance:
i. project outcomes
ii. business outcomes.