4/4/2021

Planning Customer Relationship Management

Md. Rakibul Hassan, Associate Professor
Department of Marketing, Jahangirnagar University
Email: rakibmktju@gmail.com

Planning of Customer Relationship Management

Learning Objectives
 Definition of Customer Relationship Management planning.
 Illustrate the components of CRM Plans.
 Explain the usages of CRM information
 How managers can implement the CRM
 Requirements/ Prerequisites of CRM Implementation
 Building Blocks of Customer Relationship Management

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Customer Relationship Management Plan

 Customer Relationship Management strategy is a plan to grow sales and

improve customer service through a combination of processes, actions, and
technology. It typically involves the sales, marketing, and customer service
functions of a business.
 A customer relationship management (CRM) plan is a key component of
running your business, as it describes how employees should deal with customers
and provides a strategy for developing customer relationships.

Components of CRM Planning

Preparing for new customer relationship strategies requires planning and execution
before new business processes and technology can be introduced. This planning
comprises many components:
 Data-Driven Culture
 Executive Support
 Communication
 Training
 Feedback
 Recognition

CRM Fundamentals, Scott (p.7)

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Usages of CRM Information

Some common areas where CRM data can help inform decision making include the
following:
 Sales forecasting
 Sales management
 Product planning
 Customer service staffing
 Marketing campaign planning

CRM Fundamentals, Scott (p.6)

Customer Relationship Management Implementation

A successful CRM implementation process is one of the hardest tasks that modern
businesses face. So, what makes a successful CRM implementation? This
implementation consists of:
 Bringing together a CRM implementation team
 Creating a change management plan
 Forecasting a CRM implementation budget
 Rolling out your new system - migrating data,
 Going live and how to plan for it
 Evaluating the success of your CRM implementation project

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Requirements of CRM Implementation

Successful implementation determines successful CRM strategy. An unprepared
organization runs the risk of relying on the CRM technology to compensate for poor
planning. Hence, CRM implementation requires:

 Adoption  Integration  Training

 Benchmark  Launch  Vendors
 Budget  Map  Vision
 Capture  Outcomes
 Customize  Prepare
 Differentiation  Prioritize
 Evolution  Project
 Framework  Security
 Identification  Super-User

Building Blocks of CRM Implementation

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Managing CRM Projects

Executing the initial phase of your CRM program will require you to balance a
disciplined approach to project management and analysis with the flexibility needed
to accommodate end users and ensure ultimate value for them. The management of
CRM projects includes:
 Understanding the Phases of a Project
 Change Management
 Project Communication
 Ongoing Project Management
 Resource/Vendor Management
 Executive Support

CRM Fundamentals, Scott (p.95)

Thank You All