Telstra Proposed CRM Plan

CRM Plan Outline

1. Introduction of the Company

•   The size by annual turnover
•   Number of employees
•   Organizational structure
•   Type of products/ services produced
•   Etc.

2.   Current State Analysis of the Company
The first step in implementing a successful CRM project is to conduct an internal analysis.
This usually starts with an assessment of the current state of things. These most usually include the “aches and pains” that hinder your team’s productivity and detract from your company’s goals.
How do you know what the current state is? Begin by asking your sales, marketing and customer service teams a few key questions:
•   What are the strengths and weaknesses of your company’s current processes?
•   How can these processes be improved?
•   What administrative activities are detracting from their productivity?
•   What is the competition doing?
This section should be as brief and precise as possible. It then sets the stage for you to outline your project goals, objectives and requirements.
Note: Some of the things that typically emerge from the current state of things:
•   Data redundancy/ duplication of customer data
•   IT systems including database currently in silo architecture
•   Marketing automation capability: customer segmentation, customer targeting,customer data integration, and campaign management done manually. Currently no software available for these marketing task to be automated.
•   Salesforce Automation Capability: No clear capability to perform customer profitability analysis, time management, Call management, Opportunity management, Account management, Territory management activities.

3. CRM program/project objectives

The current state of things in the internal analysis could reveal “Revenue Gap”. It is the difference in revenue that could be derived if all of a company’s Customer Facing Departments were working with optimum information and at peak efficiency.

Many companies understand that the greatest competitive advantage they have is what they know about their customers and how they use that data. However, most companies have not established the systems and methods necessary to capture customer centric information and leverage it into higher revenues and profits. Once captured, this information may be used to strengthen customer relationships that will then help to differentiate your offering and decrease the necessity to engage in costly price wars. Your ability to capture and leverage this customer information will become the measuring stick for your company’s future success.

The overarching objectives of the CRM program could include one of the following:

•   Increase customer retention rates
•   Increasing customer acquisition rates
•   Increasing customer loyalty
•   Increase customer satisfaction
•   Enhance cross/up-sell opportunities
•   Increase marketing campaign response rates
•   Reduce costs of sales
•   Improve lead quality and conversion
•   Increase profit margins
•   Improve partner loyalty
•   Reduce cost of marketing

Your project will begin to come into focus once you begin to drill down into the measurable, tangible project goals that address your CRM solution’s unique requirements and specific needs.

Example of project objectives could include the following:

•   Reduce the time required to disseminate leads to the sales team (for Sales force Automation – SFA)
•   Automate quote and proposal generation (for Sales force Automation – SFA)
•   Create and distribute reports electronically (for SFA and Marketing Automation)
•   Cut the time required to generate forecasting reports (for SFA and Marketing Automation)
•   Eliminate duplicate data entry (for SFA ,Marketing Automation and Customer Service applications)
•   Distribute pricing information, collateral materials or inventory (for SFA and Marketing Automation)
•   Catalogs accessible more quickly (for SFA and Marketing Automation)
•   Facilitate group scheduling and activity calendaring (for SFA)

Your project objectives will become your project’s critical success factors. You’ll use these to evaluate CRM solutions, and in turn, they will become the benchmarks or criteria that the solution must meet in order to be considered successful. If you don’t identify the project’s objectives, you’llnever know if you’ve achieved them.

4. Select a CRM Vendor Product Suite and Outlinethe Analytical capabilities and advantages of the selected CRM suite

There are over 400 front-office automation solutions on the market today. Your success depends on the ability of your company and your selected vendor to successfully integrate the new CRM solution into your existing ecology. Solution evaluation processes range from an informal discussion among the project leaders to a formal rating procedure involving the entire project team. The complexity of your business processes, the amount and detail of your project requirements, and the number of solutions you plan to evaluate will guide the format of your evaluation process.

The choice of a CRM vendor product is dependent on your business requirements. Having gathered the necessary information to create your business requirements (i.e. Marketing automation, SFA or Customer service), you can now define the solution, plan the implementation, test, and track system completion. Some of the Vendors that provide CRM solutions include SAP, IBM, Siebel, Oracle, Salesforce.com and Microsoft.

It is important you justify why you have chosen a particular CRM suite, particularly the analytical capabilities of the software solutions offered by the vendor of your choice and how this can be linked to key CRM theories such as the LTV, CLM and the CRM value chain model. You are required to apply only one CRM concept or model.

Always be reminded that the company’s business processes will ultimately dictate the configuration needed to be made to the CRM suite adopted. Most CRM suite are delivered of the shelf and start out of the box based on the notion that these software solutions represent industry “best practice”. These software solutions will need to be tweaked to accommodate the business processes of the company and not the other way around. Only in very exceptional circumstances the business processes of the company are fundamentally changed to reflect the business processes provided by the CRM suite purchased. In most circumstances the appointed vendor will be tasked to map out the process blueprints for various process (e.g. order handling, quotation provision, etc.)By carefully establishing your complete strategy and automation potential, you will avoid choosing the wrong CRM vendor product suite.

Example of a Order Handling Process

5. Determine Infrastructure Requirements

First, consider the type of infrastructure needed to support the new CRM system. This section should be only briefly discussed and technical details left to the technical experts.

To determine the infrastructure requirements, ask yourself these questions:

•   How is the current database architecture presented?
•   Are they in silos?
•   If so what must be done to integrated the databases in order to obtain a 360-degree view of the customer?

A simple diagram of pre and post CRM implementation of the database architecture will be appropriate in this section. There is a need to highlight the importance dealing with the silo structures and streamlining the infrastructure to obtain a 360 degree view of the customer.

6. Training

Once you’ve implemented a CRM solution, the real work begins. Your customized system will be full of timesaving, moneymaking features; but without training, no one will be able to take advantage of them. Without a doubt, training can make or break an automation implementation. Successful CRM projects typically set aside 10% to 20% of their overall budget and plan 1 to 2 full days for training for each user when the system is rolled out.
The number one predictor of system failure is a lack of use. Lack of use is often a direct reflection on the effort directed towards training.

In this section also briefly discuss the issue of culture. Employees need to change their thinking and the way they conduct their work with the implementation of these CRM. They must begin to work efficiently with other departments and other divisions around the world, in cases where a multinational organisation is considered. Additionally, many of the daily functions of an organisation can be performed via the World Wide Web – which requires a change in both procedure and attitude. How will management deal with such issues should be briefly adressed.

7. Establish a Timeline

The length of the planning process can range from a few weeks to several months depending upon the complexity of your company’s processes. Low-end contact management applications that are implemented “out-of-the-box” require less time than high-end enterprise solutions with complex customizations. Implementing the typical middle market CRM solution, not including your pre- implementation planning, usually requires 30 to 120 days to complete. Many factors can affect the implementation timeline, including the depthand breadth of your customizations, amount of your internal IS department’s participation, the number of users to automate, the amount of data to convert, and the degree to which the CRM solution will be integrated with existing systems.
8. Establish a Budget (Approximately: 100 words)

The cost of these products will vary significantly based on functionality, scalability and architectural elegance. While the CRM marketplace is crowded and fragmented, you should be able to compile a short list of systems to review based on your specific CRM objectives, business requirements and CRM module selected (i.e. Marketing automation, SFA or Customer Service Automation). The greater your functional requirements, expect the cost for the system to increase.

There are two categories of costs commonly associated with a CRM project:
•   Implementation Costs: These are the costs associated with the initial system implementation.
o   Software
o   Consulting (analysis and project management)
o   Customization, Integration and Data Conversion
o   System Implementation
o   User and Administrator Training
o   Technical and User Support

• Annual Costs: These are the ongoing costs associated with the long-term maintenance and support of the system.
o Software Maintenance

A typical middle market CRM solution implementation costs from $1,000 to $4,000 per user.

9. References

Compelling correspondence is essential to the achievement all things considered but since of the changing idea of the present working environments, successful correspondence turns out to be more troublesome, and because of the numerous impediments that will permit beneficiaries to acknowledge the plan of the sender It is restricted. Misguided judgments.In spite of the fact that correspondence inside the association is rarely completely open, numerous straightforward arrangements can be executed to advance the effect of these hindrances.

Concerning specific contextual analysis, two significant correspondence standards, correspondence channel determination and commotion are self-evident. This course presents the standards of correspondence, the act of general correspondence, and different speculations to all the more likely comprehend the correspondence exchanges experienced in regular daily existence. The standards and practices that you learn in this course give the premise to additionally learning and correspondence.

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This course starts with an outline of the correspondence cycle, the method of reasoning and hypothesis. In resulting modules of the course, we will look at explicit use of relational connections in close to home and expert life. These incorporate relational correspondence, bunch correspondence and dynamic, authoritative correspondence in the work environment or relational correspondence. Rule of Business Communication In request to make correspondence viable, it is important to follow a few rules and standards. Seven of them are fundamental and applicable, and these are clear, finished, brief, obliging, right, thought to be, concrete. These standards are frequently called 7C for business correspondence. The subtleties of these correspondence standards are examined underneath: Politeness Principle: When conveying, we should build up a cordial relationship with every individual who sends data to us.

To be inviting and polite is indistinguishable, and politeness requires an insightful and amicable activity against others. Axioms are notable that gracious “pay of graciousness is the main thing to win everything”. Correspondence staff ought to consistently remember this. The accompanying standards may assist with improving courtesy:Preliminary considering correspondence with family All glad families have the mystery of progress. This achievement originates from a strong establishment of closeness and closeness. Indeed, through private correspondence these cozy family connections become all the more intently. Correspondence is the foundation of different affiliations, building solid partners of obedient devotion, improving family way of life, and assisting with accomplishing satisfaction (Gosche, p. 1). In any case, so as to keep up an amicable relationship, a few families experienced tumultuous encounters. Correspondence in the family is an intricate and alluring marvel. Correspondence between families isn’t restricted to single messages between families or verbal correspondence.

It is a unique cycle that oversees force, closeness and limits, cohesiveness and flexibility of route frameworks, and makes pictures, topics, stories, ceremonies, rules, jobs, making implications, making a feeling of family life An intelligent cycle that makes a model. This model has passed ages. Notwithstanding the view as a family and family automatic framework, one of the greatest exploration establishments in between family correspondence centers around a family correspondence model. Family correspondence model (FCP) hypothesis clarifies why families impart in their own specific manner dependent on one another ‘s psychological direction. Early FCP research established in media research is keen on how families handle broad communications data. Family correspondence was perceived as an exceptional scholastic exploration field by the National Communications Association in 1989. Family correspondence researchers were at first impacted by family research, social brain science, and relational hypothesis, before long built up the hypothesis and began research in a family framework zeroed in on a significant job. Until 2001, the primary issue of the Family Communication Research Journal, Family Communication Magazine, was given. Family correspondence is more than the field of correspondence analysts in the family. Examination on family correspondence is normally done by individuals in brain science, humanism, and family research, to give some examples models. However, as the popular family correspondence researcher Leslie Baxter stated, it is the focal point of this intelligent semantic creation measure making the grant of family correspondence special. In the field of in-home correspondence, correspondence is normally not founded on autonomous messages from one sender to one beneficiary, yet dependent on the dynamic interdependency of data shared among families It is conceptualized. The focal point of this methodology is on the shared trait of semantic development inside family frameworks. As such, producing doesn’t happen in vacuum, however it happens in a wide scope of ages and social exchange.

Standards are rules end up being followed when performing work to agree to a given objective. Hierarchical achievement relies significantly upon compelling correspondence. So as to successfully impart, it is important to follow a few standards and rules. Coming up next are rules to guarantee powerful correspondence: clearness: lucidity of data is a significant guideline of correspondence. For beneficiaries to know the message plainly, the messages ought to be sorted out in a basic language. To guarantee that beneficiaries can without much of a stretch comprehend the importance of the message, the sender needs to impart unmistakably and unhesitatingly so the beneficiary can plainly and unquestionably comprehend the data.>

Telstra Proposed CRM Plan

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