CRM Implementation - Implementing a Customer Relationship Management System
Updated: July 25, 2005
The CRM implementation process involves defining business objectives, business processes, organization structure, customer hierarchy, and management needs. It is essential that the project team consist of business owners, business users, an executive sponsor, a project lead, a CRM system administrator, and CRM domain experts. The project team will work together to plan, design, configure, implement, and support the CRM solution.
It is important to understand that a successful CRM project evolves as the business grows. Planning for change is essential for success. Regardless of the size of the project all stages defined should be used for every CRM project.
Sales stage
This important stage builds the foundation for a successful CRM implementation. During this discovery stage the project team will gather high level information about your business processes and document key business objectives. This stage concludes with a formal presentation to the business and executive sponsors.
Objectives:
| • | Document high level business processes and requirements |
| • | Conduct a CRM readiness assessment |
| • | Create a vision scope document |
| • | Create a CRM project proposa |
| • | Present a CRM project proposal |
| • | Gain consensus to move forward |
Client roles:
| • | Executive sponsor |
| • | Business sponsors |
| • | Project lead |
Envisioning stage
Following the acceptance of the CRM project proposal, the project team will focus on creating a statement of work (SOW) document that will detail the project scope. The SOW will be presented to the project team and executive sponsor for a formal approval.
Objectives:
| • | Define roles and responsibilities of the CRM project team |
| • | Provide software and hardware requirements |
| • | Create a SOW document |
| • | Gain approval of the SOW |
Client Roles:
| • | Business sponsor |
| • | Project lead |
| • | CRM system administrator |
Planning and design stage
After the SOW has been approved, a detailed analysis of business processes will begin. Business processes are thoroughly documented and then presented to the CRM project team. Once approved these findings are mapped to the CRM user interface design guide. This CRM design guide will be used to install and configure the CRM application.
Objectives:
| • | Create a detailed project plan |
| • | Analyze and document business processes |
| • | Conduct onsite hardware and software assessment |
| • | Install CRM software in a development environment |
| • | Meet all key business users to determine roles in the project |
| • | Conduct GAP analysis between business requirements and existing processes |
| • | Define user interface |
| • | Document any custom development and integration requirements |
| • | Plan for data migration |
Client roles:
| • | Project lead |
| • | Business unit representatives |
| • | Technical lead |
| • | CRM system administrator |
Configuration and development stage
After the planning and design stage has been completed, the project team will begin implementing Microsoft CRM. During this stage the project team will configure Microsoft CRM based on the information documented in the CRM design guide. The initial data migration process will occur providing a production ready CRM database for the business unit representatives to review and approve. All integration and customization procedures will occur during this stage.
Objectives:
| • | Installation of Microsoft CRM software |
| • | Configure Microsoft CRM |
| • | Data migration |
| • | Integration and customizations as needed |
| • | Application testing |
| • | Gain acceptance of the final Microsoft CRM configuration |
Client roles:
| • | Project lead |
| • | Business unit representatives |
| • | Technical lead |
| • | CRM system administrator |
| • | Executive sponsor |
Deployment stage
After gaining approval of the configurations and customizations made to Microsoft CRM, the project team will move the application to production. CRM users will be trained on the documented business processes and learn how to use Microsoft CRM to support their job functions. This stage concludes with a quality review questionnaire provided to the business and executive sponsors.
Objectives:
| • | Final data migration |
| • | CRM training |
| • | CRM application goes live |
| • | Conduct quality review questionnaire |
Client roles:
| • | Project lead |
| • | Business and executive sponsors |
| • | Business unit representatives |
| • | Technical lead |
| • | CRM system administrator |
Support stage
After a CRM implementation has gone live, it is important that that ongoing support and training take place. A successful Microsoft CRM implementation evolves as business needs change. The project team will map out an ongoing support structure to support the overall business objectives.
Objectives:
| • | Create an ongoing communication and support plan |
| • | Coordinate monthly “Lunch ‘n’ Learn” sessions |
Client roles:
| • | CRM system administrator |
| • | Business unit representatives |
| • | Project lead |
