Critical Success Factors of a CRM Implementation in the Real World Bishop’s University March Hooman K. Taravati Proximi-T (514)

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.

- 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 Identify Differentiate Interact Customize

360° CRM Implications Enterprise 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 Advice 1% Failure attributed to… Technology 4% 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 interactivity objectives

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 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 Profile Mgmt Commerce Solution Customer Relationship Management (CRM) Direct Marketing Interactivity Center Web site ERP Clients, prospects and distributors