How to implement a CRM project

CRM
IMPLEMENTATION
PROCESS

* I love design style of my friend’s presentation @Nguyen Ngoc Hieu. Thanks so much for this template.

about me Vo Thai Lam
CEO at Lactien JSC
handphone: (84 8) 918 501 375
email: vothailam@lactien.com

lactien.com | facebook.com/lactienjsc | lienhe@lactien.com | (84 – 8 ) 22 11 5070

Lactien Computing JSC
Founded: 05/10/2008
CRM | HRM | Business Application
Contact us: lienhe@lactien.com – contact@lactien.com
Phone: (08) 22 11 5070


our experience on CRM
3 years working on SugarCRM, vTiger, tine2.0, Real
Estate CRM
several projects with more than 10,000$ cost
our clients: Market research, bar & restaurant, real
estate, service, import & export company, bank…


content CRM defenition
Level of CRM
Misunderstanding about CRM
CRM implementation process in Lactien
Sample template we are using


CRM definition
CRM is a strategic approach concerned
with creating improved shareholder value
through the development of appropriate
relationships with key customers and
customer segments.


CRM’s Elements
-Operational CRM
-Collaboration CRM
-Analytical CRM


Elements of CRM

capture, storage,
organization, analysis,
Analytical CRM interpretation and use of
data

sales automation,
marketing Project management,
automation and cus- Task, assign task,
tomer service Supply campaign…
automation Customer
Chain
Operational Collaboration
Relationship
Management
CRM CRM
Management


misunderstanding #1
CRM is database marketing

• Database marketing: is concerned with the
development and exploitation of customer data
for marketing purposes.

• CRM: is much wider in scope than database
marketing. A lot of what we have described
earlier as analytical CRM has the appearance
of database marketing


misunderstanding # 2
CRM is a marketing process

• CRM applications: can be used for many
marketing activities: market segmentation,
customer acquisition, customer retention,
customer development (cross-selling and up-
selling), campaign management, and
opportunity management

• CRM: At a strategic level, however, CRM can
be used as a core technology o support a
company’s mission to become more customer-
centric.

CRM is an IT issue

• Customer relationship management is
generally aimed at creating better value for
customers and company. This aim is simply
made possible by IT.


CRM is about loyalty schemes

• Loyalty schemes may play two roles in CRM
implementations.
• They generate data for the customer
database
• Loyalty schemes may serve as an exit
barrier.


The strategic
framework for CRM

CRM Inplementation Process


Process 1: Strategy development
process
• Where are we and what do we want to
achieve?

• Who are the customers that we want and how
should we segment them?


Process 2: the value creation
process
• How should we deliver value to our
customers?

• How should we maximize the lifetime value of
the customers we want?


Process 3: the multi-channel
integration process

• What are the best ways for us to get to
customers and for customers to get to us?

• What does an outstanding customer
experience, deliverable at an affordable cost,
look like?


Process 4: the information
management process

• How should we organize information on
customers?

• How can we ‘replicate’ the mind of customers
and use this to improve our CRM activities?


Process 5: the performance
assessment process

• How can we create increased profits and
shareholder value?

• How should we set standards, develop
metrics, measure our results and improve our
performance?


Sample documents we are
using in Lactien


We are using:
• CRM Business Case
• CRM Business Metrics Survey
• CRM Change Management Plan
• CRM Configuration Management Audit Report
• CRM Configuration Management Plan
• CRM Data Migration Plan
• CRM Project Evaluation Report
• CRM Risk Analysis
• CRM Risk Management Plan
• CRM Value Proposition
• CRM Vision Mission Statement
• CRM Quality Management Plan
• CRM Functional Requirements Specification
• CRM Deployment Plan
• ….


CRM request

YÊU C U TRI N KHAI CRM
M u này dành cho nhân viên tư v n khi ñi kh o sát nhu c u c a khách hàng nh m ñ tri n khai
các h th ng CRM. M c tiêu c a ñ t kh o sát là nh m hi u rõ nhu c u c a khách hàng, hi u rõ
ñ c ñi m ngành, ñ c ñi m doanh nghi p, ñ c ñi m khách hàng c a doanh nghi p t ñó ñưa ra
chi n lư c CRM phù h p v i t ng khách hàng c th c a L c Tiên. M u yêu c u này là m t ph n
không th thi u trong h p ñ ng cu i cùng gi a L c Tiên và doanh nghi p khách hàng.

CÔNG TY C PH N TIN H C L C TIÊN
Yêu c u tri n khai h th ng CRM

Ngày………………./Đơn v ……………….


CRM software selection guide

B NG CÁC TIÊU CHÍ ĐÁNH GIÁ
Đ ưu tiên
STT TIÊU CHÍ (0-10)
C thích SU PSU PAD MO 3R CST FU N
hú P P D D D T S Chú thích

1 H tr bán hàng
1.1 Qu n lý các cơ h i
1.1.1 Hi n th các cơ h i trang ch v trong danh sách d
à
li u
1.1.2 Cho phép truy c p nhanh v các cơ h i g n nh t, các
ào
cơ h i v a s a, các cơ h i ñã xóa..
1.1.3 Cho phép c u hình cách hi n th các cơ h i trong "List
v iew" nh m hi n th các thông tin c n thi t.
1.1.4 Có s n m t quy trình qu n lý các cơ h i.
1.1.5 Cho phép t ñ ng ñánh giá kh năng thành công c a
m i cơ h i d a trên quy trình kinh doanh.
1.1.6 Các cơ h i ph i ñư c liên k t v i các chi n dch
marketing hay các ho t ñ ng bán hàng ñã t o ra nó (
nh m giúp cho DN ñánh giá hi u qu các chi n d ch
marketing sau này)
1.1.7 T ng giá tr c a cơ h i ph i ñư c t ñ ng tính toán
d a trên các m t hàng v giá c a nó
à
1.1.8 Cho phép qu n lý các cơ h i khác nhau v i quy trình
kinh doanh khác nhau.


CRM Implementation plan


CRM Risk Analysis


♥ THANK YOU FOR YOUR
ATTENTION!

FOR MORE INFORMATION, PLEASE CALL (84 – 8 ) 22 11 5070
OR EMAIL US LIENHE@LACTIEN.COM

How to implement a CRM project

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