CRM Projects: Key Success Factors


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Customer centric vision is the name of the game of today.
We see companies being focusing on Customer delight and trying to maximize customer satisfaction.

Movement from Transactional CRM to Customer centric- Data CRM is the trend in the recent past.

While companies invest millions of dollars in investing in CRM initiatives/best CRM tools and technology- CRM implementers need to be aware of other factors contribute to the success.

There are 5 major factors which contribute to the Success of the CRM programs:

Customer Centric vision

• Establish and follow firm guiding principles
• Develop a solution that is customer experience driven
• Ensure adequate constituency involvement
• Create a solution that is driven by economic customer value

Executive Vision

• Strive for balanced leadership
• Implement a formal review process with phase gates
• Provide best practices education across the leadership team

Collaborative Management

• Use a rapid, iterative approach
• Employ centers of excellence
• Identify, appoint and support a program champion
• Employee steering committees made up of all interested business and technology owners
• Employ a standard project methodology

Integrated Solution Design

• Design long-term overall solution, but build incrementally
• Centrally manage system-to-system integration and data synchronization
• Consider data quality upfront during the project planning stage
• Prefer a correction-at-source process for data quality instead of a extract-and-clean operation

Results Focused

• Focus on early successes and quick wins
• Rigorously manage project scope
• Recognize successes
• Ensure that all changes have measurable impacts
• Envision long-term data integration strategy but act incrementally

Above all it’s important for the key stake holders to be convinced about the change and have business readiness in place.

Management commitment and discipline in execution is mandatory for success for all CRM programs.

Venu Terla
Accenture Services Ltd
Venu Terla is the Siebel Capability lead at Accenture, India. He has been involved in program managing of CRM projects since 1992.


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