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Understanding some of the critical

success factors in strategic customer


relationship management
implementation projects: The case of
Robeco Private Banking
• proudly brought to you by . . .
• Group 4
CSF & CRM Implementation
high
Addresses all CSF’s Addresses some CSF’s
Successful
Outcome

Addresses some CSF’s Addresses no CSF’s

low high

Level of Risk
Background & Foundations
by David Laurent

• What is CRM?
• Industry Trends
• Challenges
• Motivation of our Study
Benefits of CRM
• Relationship marketing increases retention
• Greater potential to learn from customers
• Relationship behavior anticipates customer
demands
• Increased profitability through targeting
CRM Implementation Threats
Lack of technical expertise-
38%
Organisational barriers-
40%
Employee resistance-42%
1

Quality of CRM consultants-


50%
Cost of CRM software-58%
0% 20% 40% 60% 80%
Performance of the system-
% of respondents
62%
Challenges in CRM
Implementation
• Customer Loyalty Vision
• Appropriate Customer Care Solution
• Managing Performance
• Managing the Organization
• Service Provider Selection
Motivation for our Study
Forecasted European Spending on CRM projects

35
30
25
20
$B
15
10
5
0
1999 2000 2001 2002 2003 2004
Methods
Understanding Some of the
Critical Success Factors in
Strategic Customer
Relationship Management
Implementing Projects: The
Case of Swiss Robeco Private
Banking.
Question
• What are we trying to establish?
What are the CSF’s required to implementing
CRM?
What do companies look at when implementing
a CRM system?
Research Design
• Framework for identifying CSFs
Literature Review
• Considerations
Identified Possible CSF's
Survey
• Questionnaire sent to professionals and service
providers
• Interview with Robeco Private Banking
Survey: Questionnaire
Examples • Onyx Software
How would you rank the importance of retaining customer loyalty? Please tick one.
Very high
1
High
2
Moderate
3
Low
4
Very low
5 • Nortel Networks

Which would of the following be the most important (number 1) to the least important
(number 6) in implementing CRM in banking?
The Internet ( )
IDC Research Analyst
Profitability and value creation of ROI ( )
End users involvement
Role of the service providers
( )
( )
• IDC Senior Analyst
CRM training issues ( )
Tracking and measuring project on achieving CRM goal ( )
Considerations
Most popular CSF's:
1 Developing a Customer Loyalty Vision
2 Appropriate Customer Care Solution
3 Managing Performance
4 Managing the Organization
5 Service Provider Selection
Results
Limitations/Extentions
Conclusion