Customer Relationship Management (CRM) Scoping Workbook

Transcription

1 Customer Relationship Management (CRM) Scoping Workbook

2 Customer Relationship Management Scoping Workbook The purpose of this workbook, written by Steve Orriss of the National B2B Centre, is to help you identify and document the scope and requirements for a Customer Relationship Management (CRM) solution for your business before you consider speaking to a CRM solution supplier. Ideally you should carry out the exercises with a team of your staff representing all the key users of the new system to obtain a consensus on what the CRM system should do and what issues it will resolve.

3 Exercise 1 Your company about your organisation Describe your company s operations Number of Employees Under Over about your project Timescale 1 3months 6 12month 3 6months Other Budget Software Implementation Hardware Training Monthly fee if Cloud about your customers What type of clients to you deal with? Business to Business Both Business to Customer

4 If Business to Business, what is the typical size of the customers you deal with? SME Large Corporations Medium - Large Other What are the 3 main objectives you are trying to achieve or problems you are trying to solve with your CRM system?

5 Exercise 2 Users & Data Who will be using the new system? Number of Users Administration Remote Access Required (Internet/Terminal Services Dial-In) ICT Skills Level - 1 = poor 5 = Excellent Telesales Field Sales Marketing Internal Sales Customer Service Field Service Engineers Support/Help Desk Finance Management What data do you need? 0 not important 1 moderately important 2 important 3 essential Customer Contact Information Basic Contact details Social Media links History Quotes & Proposals Invoices Project Work - Job files

6 Customer Profile Information used for future marketing analysis and segmentation. Lead source Contact Type e.g. customer, prospect, supplier, referrer Industry sector Company size turnover/no of employees Product/service they re interested in Other Other Other User defined or bespoke requirements:....

7 Exercise 3 Functionality What functions will you need? What are the principle requirements of the Customer Relationship Management system? Circle the number that best describes the importance of each item to the project. 0 not important 1 moderately important 2 important 3 essential Contact/Customer Database Store contact history ( s, conversations and appointments) Ability to search for records based on different criteria Set up user definable categories (e.g. industry sector, type) Store and web addresses against contacts Manage and track organisational/contact relations Create customer in accounts system Enquiry/Opportunity Management Track sales prospects through sales cycle Monitor sales staff activities Automated prompt next/future contact Allocate leads to sales staff Track competitors Generate quotes Sales forecasting Manage relationships within enquiries Create order in accounts system

8 Marketing/Campaign Management Manage marketing campaigns/events Track and record campaign costs Monitor success of marketing activities Target using variety of criteria Send HTML newsletters Customer Service/Support Set up Service Level Agreements Track and monitor support issues/complaints Record Service Level Agreements Prioritise cases/issues Set up alerts and escalations based on priority and contract Knowledgebase functionality Other:...

9 Exercise 4 Technical considerations About your current Business systems What are your current business applications? Name Supplier Looking to replace Looking to integrate with Contact database Marketing database Office products software Finance software ERP software Help Desk system Telephone system Other (please specify) About your current systems and policies What is your preferred database engine and what operating systems do you use? Preferred Database Operating System Server Workstations Cloud This workbook was written for Optimising Business Broadband for Shropshire and Staffordshire by Steve Orriss of the National B2B Centre. You can find others on related subjects at

10 For more information on this programme visit You can contact the programme for help on or