CRM Fundamentals. Apress" Scott Kostojohn. Mathew Johnson. Brian Paulen

Transcription

1 CRM Fundamentals Scott Kostojohn Mathew Johnson Brian Paulen Apress"

2 Contents at a Glance J About the Authors n About the Technical Reviewer n Acknowledgments Introduction ix x > xi xii Chapter 1: Introduction 1 ti Chapter 2: Components of CRM Success 11 Chapter 3: Building a CRM Roadmap 49 Chapter 4: Evaluating Software and Consultants 65 Chapter 5: Planning the Initial CRM Implementation 93 a Chapter 6: Executing the Initial CRM Implementation 131 Chapter 7: Maintaining and Evolving CRM 197 Index 175 iii

3 Contents J About the Authors >x About the Technical Reviewer Acknowledgments Introduction x xi xii Chapter 1: Introduction 1 Defining CRM 1 Purpose of this Book 1 Sources of CRM Value 2 Supporting a Data-Driven, Learning Organization 2 Wringing out Inefficiencies and Increasing Employee Productivity 3 Providing a Better Customer Experience 5 Informing Business Decisions 6 Preparing for CRM...7 Chapter Summary Chapter 2: Components of CRM Success 11 People 11 Process 21 Technology 28 Expectations 38 Pitfalls 40

4 CONTENTS Summary 45 Chapter 3: Building a CRM Road map Why a Phased Approach to Your CRM Program?...49 It Takes Too Long 50 There Are No Opportunities to Incorporate Feedback 50 Building Your Initial Roadmap 50 Assess Your Current Situation 50 Developing a Roadmap Midstream 63 Summary 64 Chapter 4: Evaluating Software and Consultants 65 The CRM Software Market 65 Functional Scope: Full CRM Suites and Specialty Applications 65 Deployment Models 66 Application Access 67 Licensing Models 68 Selecting the Right CRM Software 70 Evaluation Criteria for CRM Applications 70 The Software Evaluation Process 75 Selecting the Right Consultants 86 Evaluation Criteria 87 Final Thoughts 90 Chapter 5: Planning the Initial CRM Implementation 93 Managing CRM Projects 95 Understanding the Phases of a Project 95 Change Management 1 6 Project Communication 1 8 Ongoing Project Management 1 9 v

5 S CONTENTS Resource/Vendor Management H' Executive Support 123 Summary...» 125 li Chapter 6: Executing the Initial CRM Implementation 131 The Design Stage 131 "As Is" Process Definition 131 "To Be" Process Definition 133 Rules and Escalations 134 Use Case Definition 134 Functional Specification Development 139 Custom Development 140 Managing Custom Development As Part of Your CRM Project 141 Technical Specification Documentation 142 Integration 143 Provide a More Complete Customer Picture 144 Automate Business Processes 144 Types of Integration 145 Integration Tools 146 Managing Data-Level Integration in CRM Projects 146 Developing the Integration 148 Integration Testing 148 Managing User Interface Integration in CRM Projects 148 Linking Data Between Systems 148 Reporting 149 What Makes an Effective Report? 150 The Metric Is Specific 151 The Metric Is Clearly Owned by a Given Department or Group 152 The Metric Is Measurable 152 vi

6 <w CONTENTS The Metric Can Be Produced in a Timely Manner 153 The Quantity of KPIs Must Be Limited to a Manageable Few Items for a Given Scorecard 153 KPIs Must Have Targets 154 KPIs Must Be Aligned with Overall Organizational Goals 154 Report Sources 154 Reporting Tools 155 Designing Reports 156 Report Training 157 Data Migration 158 Do You Need Data Migration for Your Project? 159 Assessing Data Sources 159 Designing the Data Migration 161 Data Migration Tools 166 Testing the Data Migration: The Mock Migration 167 Planning the Actual Data Migration 169 Data Migration Summary and Key Lessons 170 Implementation Testing 170 Types of CRM Application Testing 170 Developing Test Plans 172 Implementation Training 175 Launching the Solution 182 Cutover 182 Initial Application Management 186 Driving Adoption 186 Change Management 187 People Management: New Job Functions 187 Pulling It All Together: Sample CRM Implementation Project Plan 187 Common Project Issues and How to Avoid Them 188 vii

7 CONTENTS Over-scoping 188 Overly Complicated Design 189 Software-Driven Projects 189 Lack of Executive Support 190 Managing Differing Priorities 190 Application Adoption 190 Summary 191 Chapter 7: Maintaining and Evolving CRM Role of the Steering Committee Maintaining CRM 201 Supporting Employees and Gathering Feedback 201 Enhancing CRM 207 Change Control Process 207 Roadmap Development and Execution 211 Managing Large Application Enhancements 212 New Application Versions and Upgrades 217 Monitoring the Vendor Ecosystem 219 Conferences, 220 New Independent Software Vendors (ISVs) 220 User Groups 220 Blogs and Newsletters 220 Consultants 221 Final Thoughts on Maintaining and Evolving CRM 221 Conclusion 222 Index 223 viii