UNIT -4

CRM IMPLEMENTATION
CRM implementation process

• CRM implementation refers to the process of deploying CRM software

either from scratch or by integrating it into existing systems to help
manage communication with the customers seamlessly.

• Successful CRM implementation can help provide a centralized

management system and ease of access to customer information.
CRM IMPLEMENTATION
• Careful planning
• Resource allocation
• Management system put in place.
• People from Marketing, Customer service, Sales & support teams in
the core implementation team while planning the CRM
implementation.
• This collaborative implementation strategy can pave the way for quick
and effective CRM implementation.
7 Steps for a Successful CRM
Implementation
• Before Implementation:

• Assess the CRM needs and set goals

• Choose the correct CRM application
• Build an implementation team
• Create a change management plan
• Plan your CRM implementation budget
• CRM Implementation:
Prep for Go-live

• Post Implementation:
Continuous Evaluation
1. Assess the CRM needs and set goals

• The first and foremost step in CRM implementation is to assess the

needs for a CRM and set out the goals & objectives.

• List different requirements across departments and match them to

set a clear objective for the CRM implementation process.
Choose the correct CRM application

• The next important step is choosing the right CRM that suits the
needs of our enterprise.

• CRM solutions might bundle in many features, and businesses must

set clear goals to plan what features need to be in their CRM.
Build an implementation team

• This team will be responsible for taking part in every stage of the
implementation process.
• We need to include members from the Key areas in the enterprise
like:
• Project manager
• Sales Team lead
• Marketing manager
• IT manager
• Representatives from other vital areas
Create a change management plan

• An effective CMP can help the people in the company adapt to

changes over time without any hassle.

• Before implementing CRM, the implementation team must assess and

evaluate employees’ feedback, training potential, and other technical
issues using a change management plan.
Plan your CRM implementation budget

• Planning a budget for CRM implementation is crucial as it can help

plan and reduce unnecessary costs.

• A buffer of 10% cost will make the process hassle-free.

Implementation

• Third-party integrations – For the seamless working of the CRM software, it

must be integrated with our other systems in your organization to run in the
same pipeline.

• Data migration – Migrate your existing customer and company data into
the CRM system. This can either be performed manually or using data
migration tools.
• User Training – Train and onboard users efficiently. Leverage proper
training software to ensure training effectiveness and faster ROI.

• Testing – Once the CRM environment is ready, it should be put to

multiple rounds of testing. It should be carried across all verticals in
the company, such as Sales, Customer service, and Marketing. This
enables the application to run error-free in the go-live period
Continuous Evaluation
• After making the CRM system live in the organization – monitoring,
measuring, and tracking the progress is essential. This will help
companies benchmark their CRM performance over time and rectify
the mistakes in the relevant areas.

• This is not a one-time process; businesses must continuously evaluate

and maintain records as long as the CRM system is in place.
BETA TEST
 BETA TEST

• Beta Testing is a user acceptance test in which a group of users tests an

almost completed application to assess its performance in a natural
environment.

• This phase of the application development process aims to expose your

application to a set of real-life users and gather feedback from them for
improvement. This helps to lower the risk of failure of the application.
TYPES OF BETA TESTING
• Open Beta Testing: This testing method doesn’t limit the number of
users in the beta testing process.

• Closed Beta Testing: This testing method limits the number of users in
the beta testing process.
 Alpha Testing

• Alpha testing is the initial testing phase that helps in the validation of
the features and functionalities of a new application.

• This test is conducted at the end of the application’s development

phase.

• Beta tests are generally performed after the completion of Alpha

tests.
Alpha Testing Beta Testing

It is conducted by the internal testing External users in a real environment

team of the company in a simulated perform it.
environment.

It is executed before beta tests. It is conducted after alpha tests and

before releasing it for public use.

These tests have longer and more These tests usually last two to twelve
rigorous execution cycles. weeks.
It is conducted to identify potential
bugs.
The main aim of alpha testing is to
test the functionality and workability
of the app.
The results from these tests are
easily implemented because the
product is still in the mid-
development phases.
It is performed to evaluate the
performance of the app using the
feedback obtained from the user.
The main objective of beta testing is
to test the security features and
reliability of the app, along with its
functionality and workability.
The results from these tests can only
be implemented in the upcoming
versions of the application.
 DATA IMPORT
• The CRM Data Import Tool allows you to update your existing data or
upload new records into your CRM system.

• https://www.youtube.com/watch?v=UHSm72DTOMY
TRAINING IN CRM
• The CRM training skills are used for taking care of the customer
relationship management process.
• It is very important to learn CRM skills. With knowledge of these skills,
you will be able to understand how this software works and how you
can use it in your business.
BENEFITS OF CRM TRAINING

• It is easy to track leads and sales prospects.

• Helps in reducing the workload.

• Better management of the customer issues.

• Get more out of your data.

COMMON OUTCOMES OF SUCCESSFUL
CRM IMPLEMENTATION

• ADOPTION
• PRODUCTIVITY
• EMPLOYEE SATISFACTION
 6 CRM Training Skills

• 1. Data Entry
• 2. Lead Management
• 3. Lead Qualification and Nurture
• 4. Time Management
• 5. Task Management
• 6. Project Management
DATAMINING FOR CRM

• Data mining is the process of finding useful patterns and relationships

in large volumes of data. This uses statistical algorithms and models to
find trends from existing data warehouses.

• This can then be used to get a clear view of the customer life-cycle.
The life-cycle includes customer identification, attraction, retention,
and development.
Applications of Data Mining in CRM

• Basket Analysis
• Find out which items customers tend to purchase together. This
knowledge can improve stocking, store layout strategies, and
promotions.
• Sales Forecasting
• Examining time-based patterns helps businesses make re-stocking
decisions.
• Database Marketing
• Retailers can design profiles of customers based on demographics,
tastes, preferences, and buying behavior.

• Predictive Life-Cycle Management

• Data mining helps an organization predict each customer’s lifetime
value and service each segment properly.
• Market Segmentation
• Learn which customers are interested in purchasing your products.
Design your marketing campaigns and promotions keeping their
tastes and preferences in mind.
• This will increase efficiency and result in the desired ROI.

• Product Customization
• Manufacturers can customize products according to the exact needs
of customers. To do this, they must be able to predict which features
should be bundled to meet customer demand.
• Fraud Detection
• By analyzing past transactions that turned out to be fraudulent, you
can take precautions to stop that from happening again.

• Warranties
• Manufacturers need to predict the number of customers who will
make warranty claims and the average cost of those claims. This will
ensure the best management of company funds
Techniques for Data Mining in CRM

• 1. Anomaly Detection
• Information that doesn’t match expected behavior or a projected pattern.

• Association Rule Learning

• uncover hidden patterns, use that to better understand customers.

• Clustering
• Identify similar data sets and understand both the similarities and the
differences within the data. Data sets that have similar traits can be used for
conversion rate increases.
• Classification
• This technique is used for gathering information about data so that
the data sets can be placed into proper categories.

• Regression
• The objective is to find the dependency between different data items
and map out which variables are affected by other variables.
Measuring Profitability of CRM

• Customer Management Assessment Tool (CMAT) is an assessment

tool, that enables organization to understand how well they manage
their customers.

• one way to measure success is the achievement of strategic objective

set prior to the implementation process
 Penetration of new markets

Increase market share Customer

Customers receive better products

Strategic Transaction process are more efficient and effective

Customers have more choice of product

Increased profit

Financial Increased revenue