Nicole Wieberneit

CRM RoadmapMethodology

3

1. Objectives2. Approach3. Work Plan and Framework

Agenda

Objectives

5

Key Objectives

•  Form initiatives/possible projects so that the requirements around customer portal, call center and segmentation/marketing are well put together

•  Ensure prudent management decisions, in terms of business process development and with corresponding IT support

•  Ensure Business-IT alignment (i.e., IT projects relate to areas that business values the most)

•  Prioritise the business issues that require attention and provide a Roadmap for resolution

•  Buy in from business to ensure support for the initiatives•  Determine the management options for undertaking the business

improvement initiatives

Objectives – Roadmap enablement Assessment

Approach

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Collect data

CategorisePrioritise

Identify and Design

Define Opp

Evaluate Opp

Opp to Funnel

Approach to Scoping Projects and Roadmap

Select stakeholder

Planning

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Identification & Selection of Team

• Business issues•  Missing functionality•  Strategic importance•  Criticality

• Business Requirements

• Technical issues•  Problematic technology•  Affected systems•  Interfaces

Get relevant information about

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Collect data

CategorisePrioritise

Identify and Design

Define Opp

Evaluate Opp

Opp to Funnel

Approach to Scoping Projects and Roadmap

Select stakeholder

Planning

10

All potential initiatives need to resolve business issuesThis exercise must take into account –

•  Corporate strategy•  Departmental strategies•  IT strategy

Identify the strategic & tactical needs

11

Collect data

CategorisePrioritise

Identify and Design

Define Opp

Evaluate Opp

Opp to Funnel

Approach to Scoping Projects and Roadmap

Select stakeholder

Planning

12

Identify and Design: Specific Solution Map

13

Example: Clean up-to-date Master Data

Relationships

Master Data &

Key Figures

Plans Inter-

action & History

•  Account Plans

•  Sales Agreement/Contracts

•  Visit/Call Plans

•  Promotion Program

•  Address Data

•  Marketing Attributes

•  Account Profitability

•  Competitor

•  Contact Persons

•  Account Hierarchies

•  Internal & External Relationships

•  Interaction History

•  Sales History

•  Opportunities/Tenders

•  Classification

•  Influence & Role

•  Territories

•  Products in Use

•  Complaints

•  Status Report

14

Example: Visit Planning

• Close open actions• Set next agenda

• Provide samples• End users notify

• Report to customer• Set up users on online

training

Plan Activities Post WorkConfirm Prepara-

tionExecute

Visit

Close

Ongoing Measurement

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Example: Account & Contact Management incl. Territory Management

Mapped to

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Collect data

CategorisePrioritise

Identify and Design

Define Opp

Evaluate Opp

Opp to Funnel

Approach to Scoping Projects and Roadmap

Select stakeholder

Planning

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Categorize the needs and prioritise

Source: Forrester Research

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• Each project carries a collective business

value metrics based on e.g.:

o  Business Value – 14 parameters

o  IT Efficiency – 11 parameters

o  (Financial view – 5 parameters)

• Portfolio mix: agile, cost-based or balanced

• Reports risk and probability for success

Business Value Indicators allow Project Prioritization by Business Value

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Business Value and IT Efficiency Index

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38.3

51.6

64.9

40 60 80 100

IT E

ffic

ienc

y In

dex

Business Value Index

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Collect data

CategorisePrioritise

Identify and Design

Define Opp

Evaluate Opp

Opp to Funnel

Approach to Scoping Projects and Roadmap

Select stakeholder

Planning

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Building Roadmap Alternatives

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•  Comprehensive overview of relevant CRM functionality•  Business involvement to ensure prioritisation of initiatives•  High level business process designs

•  Mapping of business requirements to Functionality•  High level gap list

•  Demonstrated value as outcome and buy in•  Alignment to IT and business strategy•  Initial project/s short duration, high impact & visibility

•  Successive projects aligned to customers CRM charter

Summary Outcome

Work Plan and Framework

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Functional Business workshops – { Business Streams }

4 Week Work Plan for Scoping Study & Roadmap

Final Analysis & Deliverable Preparation

“High Level Scope” & Business Team Identification

Identification and development of business process areas within the High Level Scope – review and assess Industry & Customers Best Practices

IT System Landscape Review

Data Gathering on Business Streams

Step 2 – Gather data on “In Scope” business process list.

Step 5 – Prepare final presentation

Step 3 – Conduct workshops to establish a conceptual idea of

business requirements and expectations as well as review and

evaluation and review Industry Best Practices’ alternatives to build high level design and functional mapping

Week 4

Week 1

Week 0

Week 2

Step 1 – Identify the High Level Scope and business team members involved in the study – Planning & Team Set-

Up

1

2

4

3

To achieve the stated objectives the business, application, technical, and financial perspectives are reviewed

Data Gathering on IT Streams

Prioritsation - Determining BVI and IT Efficiency Index Week 3

Step 4 – Conduct Interviews or run survey for gathering the BVI and IT

Efficiency Index including result validation to ensure strategic alignment of Business and IT

4

5

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Underlying Framework of Approach

Purpose Purpose Purpose Purpose •  Establish High Level Scope •  Understand current project

management process •  Identify the business process

owners & key users to be involved in the study

•  Establish Study Governance – Sponsors and Stakeholders

•  To understand current data and it’s related characteristics

•  Understand current & future functional capability, criticality, etc.

•  Understand data management capability and scalability of applications

•  Understand the current business processes

§  Review and evaluate Industry Best Practice

§  Business process mapping and build High Level TO-BE processes

§  Mapping to CRM Functionality

•  Obtain further understanding and conduct survey for BVI and IT Efficiency index (business and technical perspective)

•  Result Validation to ensure strategic alignment of business and IT

Contacted Groups Collected Data Data Sources Contacted Groups •  Sponsor & Stakeholders •  Business Process owner •  Management group

•  Business Requirements •  CRM Business Strategy •  CRM Issue List •  Interfaces •  Technical dependencies •  AS-IS processes •  Database metadata extraction

•  AS-IS Business processes •  CRM Best Practices •  Business process controls and

cost drivers •  Business Functional Model •  CRM Business Strategy

•  interviews with application support teams •  interviews with internal IT development teams •  interviews with business process owners and

business application owners

Data Gathering Functional Workshop

Prioritisation (BVI/IT

Efficiency Index)

Project Preparation

Nicole Wieberneit, PhDDirector//Solution Architect

aheadCRM PO Box 5057, Christchurch 8542Phone +64 21 281 7701Email nicole.wieberneit@aheadcrm.co.nz

Thank you!