CRM Considerations II

"Why are we doing this?" 

Some other things to consider for any CRM project include:

Create a CRM business case that answers the question: "Why are we doing this?"  The business case:

• Identifies areas with the highest ROI potential
• Defines metrics that will be used to assess performance
• Provides the justification for moving ahead
• Defines the framework for prescribing, supporting, and monitoring subsequent actions.

Identify and prioritize the CRM value proposition: "What business benefits can we expect from CRM projects?"

Design a CRM operational "blueprint" that answers the question: "What is the desired end state for this phase of the journey?" The blueprint:

• Defines the resulting stakeholder experience
• Allocates resources
• Describes how the IT infrastructure will be built and how processes will be designed.

Construct a long-term road map for implementing CRM solutions.  This should answer the question: "What will we do and when?"  and convert the "blueprint" into a prioritized sequence of projects/initiatives.

Build and maintain support for the company's CRM efforts, and stay on course.  

ACTION POINT: When implementing CRM ask the question "Is everyone committed and are we aligned?"  and address ongoing sponsorship, governance, and change management.