critical success factors of a crm implementation in the real world bishop’s university march 15...

Critical Success Factors of a CRM Implementation in the Real World

Bishop’s UniversityMarch 15 2002

Hooman K. TaravatiProximi-T

hooman.k.taravati@proximi-t.com(514) 270 8782

Contents

• Review benefits of key CRM functionalities

• Implementation pains and hurdles• CRM project critical success

factors• Lessons learned from real life

projects

CRM Terminology Check

CRM aligns business processes with customer

strategies to build customer loyalty and increase profits

over time.

Darrell K. Rigby - Bain & Co.

cu

sto

mer

inte

racti

on

gro

wth

(%

)

0

300

600

900

1200

1500

1800

2100

2400

2700

3000

3300

3600

1997 1998 1999 2000 2001 2002 2003

InternetE-mailTelephone

- Forester Research

Customer Interactions

Enhancing Customer Interactivity

Key CRM Functionalities

Enhancing Customer Interactivity through

• 360° Client Intelligence• Campaign Management• Business Development Support• Client Support & Service

management

Major CRM Benefits

• Unified reporting• Client interactions tracking> Client Intelligence> Organisational

readjustment> Intangible assets

-Peppers & Rogers

IdentifyIdentify DifferentiateDifferentiate InteractInteract CustomizeCustomize

360° CRM Implications

Enterprise

Telephony

Intranet

ERP

Operational Systems

CRM

CorporateWebsite

Extranet

Client Intelligence

(CI)

Office Automation

BusinessIntelligence

(BI)

Telephony

Intranet

ERP

Operational Systems

CRM

CorporateWebsite

Extranet

Client Intelligence

(CI)

Office Automation

BusinessIntelligence

(BI)

Sharing most recent & relevant client info

• DB Centralisation and normalisation• Enterprise system integration• “Ownership” issues

Failure Rate

More than 75 % of enterprises engaged in CRM initiatives are

incapable of combining a comprehensive view of the customer with actionable, personalized advice

to customer or sales/service agents.

- Gartner Group

Bad Advice1%

Failure attributed to…

Technology4%

Change Management

84%

- CRM Forum

CRM Hurdles

People, process, technology:• Change enablement (risk mgmt)• Business process overhauls• Technology solution selection Implementation team in tune

with client interactivityobjectives

Critical Success Factors

• Need a clear CRM strategy derived from business objectives.

• Facilitating its adoption across the extended enterprise.

• CRM integrated to enterprise systems.

• When it comes to technology,less is more!

Lessons learned

• Sunguard EMS (Great Plains Siebel)

• OLGC (Onyx)• Canadian Diabetes Association

(Onyx)• The Royal Canadian Mint (CMS)

Sungard EMS

• Siebel Service & Siebel.com Channel

• Client Service Request Management

• Multi-organisational Deployment• Channel management integration

with Website (now)• Sales Force Automation (next)

Ontario Lottery Corporation

• Retailer Relationship Management (7000)

• Business Process Overhaul• CRM Telephony Integration• 1-800 number simplification: from14 to 2• Competency-based call routing• Client data centralisation (dozens of

databases were eliminated)• Next steps: Partner and Consumer

Portals

Canadian Diabetes Association

• Business Process overhaul• Customer Relationship Management• Effective management of relationships

with 2,000,000 stakeholders (2002)• 4 types of stakeholders :

•Diabetics•Donors•Volunteers•Researchers and scientific community

• Employee portal followed by Customer Portal

• Fund Development and Management

Royal Canadian Mint

Personalisation

Content Management

ProfileMgmt

CommerceSolution

Customer Relationship Management (CRM)

Direct Marketing

InteractivityCenter

Web site

ERP

Clients, prospects and distributorsClients, prospects and distributors