Database Reference
In-Depth Information
6.2 Guiding Principles for CRM's Best Practices
CRM is the sum of the people, processes, and technologies working together to
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Attract target customers
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Grow the value of the existing customers
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Retain profitable customers for as long as possible
The guiding principles to create CRM's best practices are as follows:
1. Define the Customer Relationship strategies required to
a. Acquire new customers by creating awareness of your differentiated product and service
offering
b. Retain your best customers by better responding to their needs
c. Grow the value of the relationship with your customers
2. Design and implement the CRM processes and programs that will allow you to
a. Create a closed-loop relationship with the customer
b. Manage the customer throughout their relationship and life cycle with the company and
its employees
c. Respond in real time to customer needs, inquiries, problems, and opportunities across
all channels and touch points
d. Anticipate customer needs and expectations in order to differentiate the experience you
deliver to the customer
3. Select, develop, and integrate the applications, tools, and technology infrastructure
needed to
a. Capture all relevant transactions and relationship information about the customer's
behavior, requirements, attitudes, and expectations
b. Analyze the information and data in order to create a meaningful relationship experi-
ence regardless of the marketing, sales, service, or communication objective
c. Plan the programs, initiatives, and tactics for interacting with the customer based on
anticipated customer needs and corporate objectives
d. Execute the process, programs, and initiatives in real time, providing the necessary
decision-making support for people within the company who are called upon to flaw-
lessly execute the specific customer interactions
6.3 Project initiation and Planning
For business-driven projects such as SAP CRM, it is vital that the top management should not only
be involved but should also be driving the project at every stage. Therefore, the project initiation
would start with the appointment of an executive sponsor for the project. Usually, the executive
sponsor should be the CEO of the company. That appointment should be followed by the forma-
tion of a project executive committee and a steering committee. These should be followed by the
appointment of a Chief Project Officer (CPO) and also the finalization of the scope of the project.
The CPO, under the guidance of the executive and steering committees, should assemble
the implementation team, including the identification of module and site managers. The proj-
ect management policies and guidelines should be finalized. The central project office should be
