case study - crm program management - by algin erozan - icompetences ppm2013
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7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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CRMProgramManagement
AlginErozan,PMP
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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Agenda
• History/Status• Organiza1on• ProgramManagementOffice
• Stakeholders,KeyRoles,KeyCompetencies
• ProjectsinCRMProgram
• WhyCRM?• CaseStudyCampaignManagementProject
• Difficul1esinprogrammanagement
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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History/Status• AGSMoperatorinTurkey
• TherewasaProgramManagementOffice
• PMOwasrepor1ngtoCTO• FourProgramManagersinthePMO.ü CRM
ü Billing&Chargingü BusinessIntelligenceü VAS(valueaddedservices)• Innova1veandAggressiveUpperManagement
• Acustomer-centricstrategyforbeingaleaderTelecomOperator
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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Organiza<on
ChiefExecu1ve
Marke1ng(CMO) Sales(CSO) CustomerCare
(CCCO)
Technology(CTO)
STAFF
STAFF
STAFF
STAFF
STAFF
STAFF
STAFF
STAFF
STAFF
PMO
Network
IT
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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ProgramManagementOffice
ProgramManagementDirector
CRMProgram
Manager
Billing&Charging
ProgramManager
BusinessIntelligence
ProgramManager
VASProgram
Manager
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
CTO
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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ProgramManagementOffice
• Organizeprojectsintogroupings
• Comparebenefitsbetweenprojects
• Examinethedependencybetweenpojects• Programrepor1ng
• ProjectAudits
• ProjectManagerTraining
• Cer1fica1onTraining• Followthestandards
• Prepareprojectmanagementmethodology
• PorZolioManagementisdonebyCxOsandPgMO.
• ProgramManagementofficetryingtoexecuteprojectsaccordingtostrategicobjec1ves.
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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ProgramManagement
• Severalprojectsineachprogram
• ManagingProjectManagers
• Monitoringalltheprojectswithintheprogramperspec1ve
• RiskManagementinprograms• WeeklyCTOmee1ngs
• Monthlysteeringcommi[eemee1ngs
• Weeklyprojectstatusmee1ngs
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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StakeholdersintheProgram
• Sales,Marke1ng,CustomerCare,Opera1on
• ProjectTeam
• Func1onalManagers
• Thegoverningbodyoftheprogram(CxOs)
• Theprogrammanagementteam
• Providers/supportersofthetechnicalinfrastructureusedbytheprogram
• Third-partysuppliers
• Regulatorybodies
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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KeyRolesintheProgram
• ProgramSponsor
• ProgramManager
• TechnicalAuthority• ProjectManagers
• ProgramManagementOffice
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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ProgramManagerKeyCompetencies• Strongleadershipandmanagementskills
• Effec1veinterpersonalandcommunica1onsskills
• Abilitytocreateasenseofcommunity
• Abilitytofindwaysofsolvingproblems
• Marke1ngandcommunica1onskillsto“sell”theprogramintothebusinessareas
• Goodknowledgeoftechniquesforplanning,monitoringandcontrollingprograms
• Knowledgeofprojectmanagementapproaches• Goodknowledgeofbudge1ngandresourcealloca1on
procedures
• Knowledgeofbusinesschangetechniques
• Knowledgeofbenefitsiden1fica1onandmanagementtechniques
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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ProjectsinCRMProgram
• ContactCenterProject
• OrderManagementProject• SalesForceAutoma1onProject
• CampaignManagementProject
• DataCleansingProject
• CustomerDataManagementProject
•
•
•
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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WhyCRM?• CRMisthekeystrategicobjec1veofthecompany• Learnmoreaboutcustomerneeds
• Enhancerevenue/growmarketshare
• Improvecustomersa1sfac1on/loyalty
• Maintain/Gaincompe11veadvantage
• Worksmarternotharder• CRMincludessomanyprojects
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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WhatisCRM?
• Customerrela<onshipmanagement(CRM)isa
modelformanagingacompany’sinterac1onswithcurrentandfuturecustomers.
• Itprovidesa360degreeviewofcustomerdata.It
involvesusingtechnologytoorganize,automate,andsynchronizesales,marke1ng,
customerservice,andtechnicalsupport.
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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CaseStudy:CampaignManagementProject
• Whycampaignmanagementprojectisneeded?
• Telecomoperatorsarefacingsomemaindatachallenges:
.Theygeneratehugevolumesofveryvaluabledatafromtelephonyanddataservicesintheirfixedandmobileday-to-day
business.
2.Theirinternalsetupmakesitdifficulttotransformallthisdata
intoknowledge.
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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CaseStudy:CampaignManagementProject
• Thefollowingchallengesfacedbytheoperatorledtotheneedfora
CampaignManagementsolu1onq Poorresponserateformasscampaigns
q Hugepromo1onalcostsassociatedwithcampaigns
q HeavydependencyonITforsubscriberdataq Manualdesignofcampaignsq Inadequatecapturingofcampaignresponses
q Lackofanalysistoarriveatcampaigneffec1veness
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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ACampaignManagementSolu1onformanaging
targetedcampaignsaimedatspecificsegmentsofcustomers,basedontheirusageand
behavioraldata.Thedesiredresultswere:
Ø EnhancedcustomerexperienceØ Be[ercampaignresponses
Ø Insightsfromcampaigns
Ø ImprovedCampaignROI
ProjectScope
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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SuccessfulProject• Completedon1me&budget(6months&XXXK$)
• Highnumberofstakeholders
• Proac1vecommunica1onwithSales,Marke1ng,ITandCustomerCare
• Effec1vecommunica1onwithuppermanagement
• Joiningopera1onteamearlier
• Thinkingbigpicture
• Thinkingandworkingindetail
• Proac1vecommunica1onisthekeyforsuccess
• ProjectManagerencouragealltheteammembersand
communicatewithallstakeholderseffec1vely
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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Difficul<esinProgramManagement
• Underes1ma1ngprogramcomplexity
• Lackoffirmleadership,commitmentandsponsorship• Poorcross-func1onalcommunica1on
• Lackofintegratedplanning• Nodefinedsuccessmetrics
• Poorrequirementsmanagement• Lackofbroadchangemanagement
• Misalignedstakeholderexpecta1ons
• Inadequateprogrammanagementskills
• Lackofresources
7/29/2019 Case Study - CRM Program Management - By Algin Erozan - iCompetences PPM2013
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ThankYou
[email protected]@gmail.com
+90.555.2556831
www.alginerozan.com