Database Reference
In-Depth Information
4.4 CRM Core Selection Methodology
As CRM fundamentally implements a process-driven customer-centric enterprise, the selection of
processes for implementation is of primary significance. The selection team will make its choice
depending on how easily the CRM can implement the process considered critical for the company
operations. It will depend upon how flexibly the system implements the business processes of
interest to the organization.
4.4.1 Process Selection
This involves systematically compiling all processes and variants that are prevalent within the orga-
nization. These could be processes at every level within the organization, irrespective of whether it
has been computerized or not. Compared with the financial systems (generally defined by FASB)
and manufacturing systems (generally defined by MRP II), the processes used in sales, marketing,
customer service, and other parts of the customer life cycle are not very well established.
4.4.2 Enterprise Process Mapping
This involves painstakingly mapping a selection of processes that are considered critical for the busi-
ness operations of the company. This entails detailing each process in terms of its name, purpose,
responsible owner, process description (including inputs and outputs), quality and efficiency, sub-
processes, interfaces with other functions and systems, exceptional conditions, areas for improve-
ment, impact analysis of suggested scenarios, and so on. This compilation of process mapping is
helpful in preparing the script tests. The topic of process mapping is discussed in detail in Chapter 7.
4.4.3 Script Tests
Script tests are process scenarios that have to be demonstrated by the vendor in the product
licenses. These tests are a handful of process scenarios that are considered especially critical for the
business operations and are not easily configurable within the standard functionality provided by
the CRM systems.
The approach recommended for handling these specifically identified processes indicates the
robustness, depth, and inherent flexibility of the CRM systems. CRM systems may have the
following approaches for mapping a process within the package:
◾
Provide it as a basic or standard functionality.
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Suggest a work-around for achieving the same functionality and configure it accordingly.
◾
Indicate if this functionality is to be introduced in the next scheduled release of the system.
◾
Suggest third-party add-ons or plug-ins that provide the desired functionality and have been
qualified for compatibility with the concerned CRM.
◾
Program the required functionality in CRM system by developing the same in the 3GL/4GL
native to the CRM system.
CRMs that can accommodate such processes, even if these are achieved only by resorting to work-
arounds, are preferable to others where the only options are to wait either for these functionalities
to be addressed, possibly in the next released version of the system, or for the company to custom-
ize the package itself by programming such functionality directly into the system.
